By Kim Hughes, Director, Goldings Communications
We all know that a crisis in business can escalate in minutes. Whether it’s an operational issue, reputational challenge or something completely out of your control, how you communicate in those first crucial hours can make all the difference.
Here are our top tips to help you stay calm, prepared and in control when a crisis strikes.
- Have a plan before you need one
The best time to prepare for a crisis is before it happens. Create a crisis communications plan that includes key contacts, chain of command, pre-approved holding statements (if needed) and a framework for internal and external messaging. A plan doesn’t eliminate risk, but it does reduce panic and delay, and it doesn’t have to be too complex either. - Establish a clear command centre
In a crisis, confusion is your enemy. Nominate a small, trusted team to handle all communications, and make sure everyone else knows who’s in charge. This helps prevent mixed messages (if things ever go pear shaped!) and keeps everyone aligned. - Get the facts – fast
Before making any public comment, gather the facts. Understand what’s happened, who’s affected, and what action is being taken. Avoid speculation too. It’s better to say “we are investigating and will update as soon as we have confirmed details” than to release inaccurate information that needs correcting later. - Communicate clearly and consistently
Use simple, human language, avoid jargon and be honest about what you know and what you don’t. Share updates regularly – even if it’s just to say you’re still working on it. Silence creates space for rumours and assumptions. - Tackle misinformation head-on
False information spreads fast, particularly on social media. Monitor platforms, correct inaccuracies promptly and direct people to a single source of truth such as your website or a dedicated FAQ page. Proactively engaging helps you control the narrative rather than chase it. - Look after your media relationships
Journalists are under pressure too, especially during high-profile incidents. If you already have good relationships with key media, they’re more likely to treat your organisation fairly. Be responsive, helpful and respectful of their deadlines – even when things are tense. - Reflect and review
Once the dust settles, take time to review your response. What went well? What could have been done differently? Use the experience to refine your plan and prepare your team even better for the future.
A crisis can not only test your communications strategy, but also your leadership. By planning ahead, acting calmly and communicating with integrity, you can protect your reputation and emerge stronger.
If you’d like support preparing for the unexpected, or guidance during a live issue, get in touch with our team. We’re here to help you stay calm, clear and in control.
