The importance of demonstrating leadership during a crisis cannot be underestimated. But often communication falls by the wayside, as teams focus on managing operational and economic changes.

In a crisis, your employees and customers will look to you to see how you lead through communication. And the expectations are high these days. 

When our audiences are more cautious and critical of information, you want to be sure what you’re saying isn’t inconsistent, misleading or likely to be misinterpreted. And if you say nothing at all, you risk losing trust and credibility. 

So, if you’re new to crisis communications or need a refresher, here are a few tips.

1. Get in front of the story

This is not the time to wait and see. During a crisis, your audience needs to trust in your communication leadership and advice. By responding quickly when a crisis hits, you show that you’re aware of the issue and are being proactive in meeting your stakeholders’ needs. 

2. Be honest

If you don’t have all the information or answers, say so. The worst thing you can do is respond impulsively or spin a story. Your first response can be as simple as: ‘We’re as concerned about this as you are. That’s why we’re taking the time to find out everything we can so we can best support you.’

3. Understand your audience

Think about who is important to your organisation and how they’ll be impacted by any changes. Not every stakeholder will have the same reactions and needs.

Identify what each group needs to know and how they like to receive information. You may need to use a variety of channels, such as email, social media or dedicated landing pages, to properly inform and support your customers.

4. Keep people informed

Don’t let anyone be blind-sided by necessary transitions and changes. Provide your customers with information that’s timely and accurate. And then listen to their feedback or concerns, even if they’re angry with the decisions you make. 

5. Be consistent

Make sure all communication is clear, succinct and useful. Establish clear key messages and protocols for unified communication. Check for alignment with your organisation’s values. And create templates that everyone in your organisation can use to provide a consistent response at each customer touch point. 

6. Show compassion

Don’t be afraid to show empathy and understanding of the individual, organisational and social situation and how you are trying to help. Be sensitive to the needs of each of your stakeholders. Dealing with a crisis is an emotional issue. Rational explanations should be complemented by an emotional response that recognises the complexity of what everyone is experiencing. 

7. Be prepared

Prepare a crisis response for your communications. Be clear about who will lead your internal and external communications and how. Identifying risks can help you craft your statements ahead of time. Draw on your previous experience and learning. You’ll have all the assets and resources ready for the next inevitable crisis.