Crisis communication: is keeping silent an option?
Crisis communication, i.e. the communication maintained during a crisis, is part of the more extensive crisis management approach.
The right communication can nip an escalating crisis in the bud, but if you make a mistake you risk aggravating the crisis even more. Is it sometimes better not to communicate at all?
A few years ago several European food companies received letters containing a toxic powder in the envelope. The sender threatened to contaminate the company’s products with this toxic substance if they failed to pay a ransom.
One of the affected companies issued a press release to alert its consumers and inform stakeholders.
The message quickly attracted media attention and appeared in the local and international press with the headline stating: the name of the company and next to it the toxic substance.
Whilst it is often good to be the first to communicate, sometimes silence can be a better choice, particularly if it is an industry wide problem affecting several companies simultaneously. In the above mentioned case the company volunteered the news, thus becoming the face of a sensitive crisis.
In general, we do advise against silence as a communication strategy. You have no control over how a story develops and this could give the impression that you don't care about your stakeholders. In crisis communications the interests of your stakeholders always come first.
Fortunately, there are plenty of other crisis communication strategies you can deploy but you have to make the right strategic choices. Crisis communication is always a combination of the type of crisis, scenario and corporate values.
Our three tips
Stay true to your DNA
When a crisis solely affects your company, you need to communicate. Your crisis communication is determined not only by the type of crisis, but also by your company's core values. For example, if transparency or a solution-driven approach are important values, you can't wait for the storm to blow over.
At a time when consumers are increasingly critical of corporate values and ethics, your approach to communication directly influences public opinion.
Be the first to take action
A quick response is usually an excellent reflex. It enables you to control the narrative and manage the situation. This initial communication response determines the subsequent course of the crisis.
There is often little information available in the early stages of a crisis, so consider your messages carefully and remain the first source of information for your stakeholders.
Make sure you have a crisis communication plan in place beforehand that clearly stipulates roles and responsibilities:
- Who will be doing the talking?
- Who will answer incoming calls about the crisis?
- Who will distribute internal communications?
- Who will answer questions on social media?
- …
This plan should also include details of the internal communication flows, escalation procedures and means of disseminating the message. Ideally, you should prepare several basic statements in advance that can quickly be adapted and used during a crisis.
Continue to invest in crisis management
Organise regular exercises simulating a crisis situation to enable you to test crisis plans. During these exercises crisis team members will have the opportunity to become more comfortable with their roles and more familiar with the company's crisis management system.
It is also an ideal opportunity to learn how to use the crisis communication tools and procedures needed during a real crisis.
It is important to create several templates ahead of time to ensure that you don’t have to start from scratch during a crisis. This could include the following:
- A preliminary response or holding statement (both internal and external)
- A core message (both internal and external)
- A Q&A for the press in order to be prepared for any potential questions
- A press release
- An FAQ for employees
Also practice giving a crisis interview, as this requires your spokesperson to master several skills, i.e.:
- Responding to ad hoc questions from the press
- Coping with critical questioning techniques
- An awareness of body language and non-verbal communication
During media training you’ll be put through your paces and will practice speaking in front of a camera.
How can we help?
Put the crisis plan to the test
Would you like to put theory into practice? Organise a simulation exercise:
- Together we can choose a scenario that is relevant to your business.
- Your team will receive real-time coaching during the exercise.
- Afterwards, you will receive a report detailing areas for improvement.
👉 Further information concerning a simulation exercise
Would you like to organise media training in your organisation? We would be happy to assist your team. During our media training a real life journalist will teach your spokesperson(s) the tricks of the trade.
Learning points
What to do when a consumer reacts in an unexpected way?
What do you do when faced with an unexpected response? How do you prepare your consumer service for the unexpected?
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