Crisis comms 101: how to respond when things go wrong
A crisis comms lesson for the history books
It was the kiss cam moment seen around the world. This summer, the married CEO of Astronomer was caught embracing the company's Chief People Officer at a Coldplay concert. This was office gossip on a global scale.
The tech firm found itself at the centre of a meme-worthy scandal. As social media lit up with hot takes, the comms team could have been buried by the backlash. Instead, they did something surprising.
After publicly announcing that an investigation was already underway, Astronomer released a tongue-in-cheek video featuring Gwyneth Paltrow. As the ‘temporary spokesperson’ for the company, she answered the common questions they had recently been asked (such as: “OMG! What the actual f”) with a commendably straight face.
This approach risked making light of a serious conflict of interest, but it also shifted the focus. Instead of being laughed at, they invited people to laugh with them. Arguably, it also capitalised on the sudden spotlight to drum up interest in the business.
Not all crises will involve Chris Martin catching you out in 4k. However, there are some golden rules that can help you to navigate the unexpected or unwelcome with confident, clear comms.
#1 Respond fast to squash rumours
In the digital age, news travels fast – and audiences expect companies to fill in the blanks at the same pace. It might be tempting to maintain a dignified silence, but a swift response can help to establish control of the narrative and put a stop to speculation.
It’s important not to sacrifice accuracy for speed. An immediate statement should acknowledge the issue and commit to sharing further updates as more information becomes available. This demonstrates transparency, while buying time to gather the facts.
#2 Don’t get defensive – and don’t feed the trolls
Acknowledging a misstep or error can help to take the heat out of a crisis and keep people on side. Ensure that words are backed up with demonstrable actions to avoid accusations of spin.
The recent public statement from another CEO who was filmed stealing a signed hat from the hands of a young boy at a tennis match is a lesson in how not to apologise. Spoiler alert: don’t threaten to sue the people criticising you (his company has since lost 15% of its value).
Equally, don’t get sucked into arguments online. There will always be people who revel in the downfall of a business or individual. Save your energy for the audiences who matter and who will listen.
#3 Prioritise people over process
Human impact should always be at the heart of your messaging. Whether dealing with a data breach, a service failure, or an internal issue, show empathy for those affected.
A tone that is too corporate or defensive can alienate your audience and erode trust. By acknowledging the needs, concerns, and emotions of the people at the centre of the crisis – whether employees, customers, or the wider community – organisations can respond with compassion as well as efficiency.
#4 Keep messages clear and consistent
In a crisis, clarity cuts through confusion. Use plain, accessible language and avoid jargon or overly technical explanations.
Ensure that everyone inside the organisation – from senior leaders to customer-facing teams – has access to the same key messages. Consistency across all touchpoints reduces the risk of mixed messaging and helps build credibility.
Nominating a single spokesperson, or appointing an agency like us to handle enquiries, can also help businesses to cut through the noise and stay on message.
#5 Communicate frequently - even if there's not much to say
No one likes to feel like they’ve been left out in the cold. Even if there are no significant developments, regular updates will reassure stakeholders that the situation is being managed – the update can be that there is no update.
Frequent communication can also reduce the risk of speculation or misinformation taking hold. Set expectations about when the next update will be issued and follow through reliably.
#6 Use the right channels
Choose communication channels that are appropriate for your audience and the urgency of the situation. Social media is useful for rapid updates and broad reach, but don’t underestimate the importance of a personal touch.
Emails, direct phone calls or even a face-to-face meeting may be better suited for communicating with any teams closely affected by the issue.
A well-timed press release can help to steer the narrative by providing media outlets with hard facts and a credible story to report on. Make sure updates are posted on your website and key channels to provide a central, trustworthy source of information.
#7 Monitor reactions and adjust accordingly
Crisis communications shouldn’t be a one-way broadcast. Being able to pivot your messaging in real time, based on customer or stakeholder feedback, ensures your response remains relevant and effective.
Use media monitoring tools and social listening platforms to gauge public sentiment, track misinformation, and respond to emerging concerns.
#8 Preparation is key
As Benjamin Franklin famously said, “By failing to prepare, you are preparing to fail.”
The most effective crisis communications start long before a crisis ever occurs. Having a comprehensive plan in place for potential scenarios will help your comms team to minimise the fallout.
By anticipating potential risks, mapping out clear response protocols, and aligning messages with organisational values, leaders are empowered to act decisively when the unexpected strikes. Pre-drafted holding statements and clearly defined responsibilities can provide essential air-cover while you coordinate next steps.
These plans should encompass all the steps we’ve outlined above – people, tone, timeline, channel selection and consistency – and include all your key audience groups.
#9 Use strategy to reshape the story
When life hands you lemons, use it to make PR-friendly lemonade. After the immediate crisis has passed, taking the time to structure a future-focused comms strategy can help you to redirect the narrative going forward.
After a devastating fire destroyed boats and buildings at the historic Underfall Yard in Bristol, we worked with partners, trustees and volunteers to build a picture of resilience and recovery.
A drumbeat of positive news stories, and regular updates about the restoration work taking place, helped to create momentum as the Yard raised funds to support its reopening.
Get in touch
How a business responds to a crisis can make or break its reputation. Our team can help you to navigate uncertainty with confidence.
If you’d like to discuss how we could support you with crisis comms or positive PR, get in touch.
Photo by Andrii Yalanskyi/Shutterstock
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