Communication in a crisis - what to do and what to avoid like hell?

A crisis situation is a natural part of the functioning of an organisation and can happen any day. Unfortunately, a large proportion of companies underestimate the role of the crisis in their PR communication. Meanwhile, the way a company communicates with its environment at this time can have a huge impact on its image, market share and the future of the managers in charge.

A crisis in an organisation can be triggered by external or internal factors. External factors characterise the economic conditions on which a company depends. Internal factors include all sources inside the organisation. Often the internal source of a crisis is the management system, as well as a specific event related to the company.

Incompetent crisis management usually leads to a deepening crisis in the organisation. So what is worth bearing in mind when managing communication in a crisis?

  • Plan your actions, don't react hastily and remember to update your information.
  • Recognition of the emergency and the timing of the response also have a huge impact on the containment of the emergency.
  • Effective communication in a crisis aims to nullify its negative effects.
  • Every crisis situation follows a similar pattern, so if you want to contain the crisis, don't let this scenario play out.
  • Remember to communicate internally and keep in touch with the company environment.
  • Be proactive and implement solutions that refer to the basics of a PR crisis: be prepared, accessible and credible.
  • Monitor the media and work with them to prevent a snowball effect.
  • Stick to the facts, be open and never lie!

A key element in preventing crisis situations from developing and minimising the losses associated with them is rapid and effective PR work, so when communicating during a crisis, it is worth bearing in mind the tips outlined here.


Author of the text: Ewelina P.