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Crisis communication that doesn't make it worse
By Jeremy Andrews, Senior Reputation Expert, TheBestReputation · · 3 min read
Good crisis communication is fast, factual, and singular: one voice, one message, released early and updated as facts change. A holding statement acknowledges the issue, states what you're doing, and promises a specific next update. Apologies should name the harm plainly without hedging.
Holding statement structure
- 1.We're aware of [issue].
- 2.Here is what we know and what we're doing.
- 3.We'll share an update by [time].
Correction structure
State the claim, state the fact, attach the evidence. No adjectives. Calm corrections get published; angry ones get quoted.
Write your crisis statements in plain language. Whatever you say will be screenshotted out of context.
Want a straight answer on crisis communication for your own name or company? Start with Jeremy Andrews.
Common questions
- Who should speak during a crisis?
- One trained spokesperson, usually a senior leader. Consistency matters more than seniority.
- Should we use social media during a crisis?
- Yes, for short updates linking to a single source of truth on your own site.