Skip to main content
Examples of Good PRLatest NewsPRPR Success

What Is Crisis Communication?

By October 5, 2023November 28th, 2023No Comments
Crisis comms flow chart

In today’s fast-paced and interconnected world, organisations of all types face the potential for crises. From natural disasters and product recalls to data breaches and public scandals, these unexpected events can significantly impact a company’s reputation, financial stability, and overall success. This is where crisis communication steps in. In this article, we will explore what crisis communication is and how it plays a crucial role in managing and mitigating the effects of a business disaster.

What Is Crisis Communication?

Crisis communication is the strategic process of communicating effectively during significant disruption or unexpected events that can harm an organisation’s reputation, operations, or stakeholders. It involved timely and transparent communication with internal and external audiences, including employees, customers, media, investors, and the general public.

What Is the Goal of Crisis Communication?

The primary goals of crisis communication are to protect the organisation’s reputation, minimise damage, maintain stakeholders’ trust, and facilitate recovery. It aims to ensure that accurate information is disseminated promptly, that stakeholders are engaged and informed, and that the organisation demonstrates a proactive and empathetic response.

What Are the Key Principles of Crisis Communication?

There are several key principles of crisis communication that an organisation must follow in order to avoid a PR nightmare. Keep reading as we outline the most important ones below to help you navigate the fundamental aspects of crisis communication.


The most effective crisis communication starts with proactive planning and preparation. This involves identifying potential risks, developing a crisis communication plan, establishing designated spokespersons, and creating pre-approved message templates to ensure consistent and accurate communication.


Openness and honesty are essential during a crisis. Organisations must share relevant information with stakeholders, even if it portrays the company in a less than favourable light. Concealing or downplaying the truth can lead to further damage and erode trust.


Prompt communication is crucial in a crisis. Delays in sharing information can give rise to rumours, speculation, and mistrust. Organisations should strive to provide updates and respond to inquiries as quickly as possible to keep stakeholders informed.


Consistency in messaging is vital to maintain credibility. All communication channels, including press releases, social media, and spokesperson statements, should convey the same key messages and facts to avoid confusion or conflicting information.

Empathy and Compassion

Demonstrating empathy and compassion towards those affected by the crisis is crucial. Acknowledging their concerns, providing support, and showing a commitment to resolving the issue can help rebuild trust and strengthen relationships.

The Role of Spokespersons During a Crisis

During a crisis, designated spokespersons play a crucial role in managing communication. They must be well-trained, experienced, and able to convey information accurately, confidently, and empathetically. Spokespersons should be accessible to the media and stakeholders, providing regular updates, addressing concerns, and offering guidance.

Utilising Communication Channels During a Crisis

In today’s digital age, organisations have a wide range of communication channels at their disposal. These include traditional media (press releases, interviews), online platforms (websites, social media), and direct communication. It is essential to leverage these channels effectively during a crisis to ensure that accurate information reaches the intended audience promptly.

Learning from Past Crises

Reviewing and learning from past crises is vital for ongoing development. Post-crisis evaluations help organisations identify gaps, assess the effectiveness of their crisis communication strategies, and refine their preparedness plans. This continuous learning process allows for better crisis response in the future.

How Important Is Crisis Communication?

Crisis communication is an indispensable aspect of modern organisational management. By preparing for potential crises, adhering to key principles, and adopting effective communication strategies, organisations can protect their reputation, maintain stakeholders’ trust, and successfully navigate challenging times. Remember, crisis communication is not just about damage control but also an opportunity to demonstrate resilience, transparency, and genuine care for those affected.