Crisis comms is a rather specialised area of PR, relying on tightly honed communication instincts and skills and often getting to grips with nuanced subject areas at lightspeed. Our Client Services Director, Claire has supported clients and teams through a spectrum of crisis comms situations, here she outlines just why the first 48-hours are critical…
When a crisis situation unfolds, the first 48 hours are often the most important. Decisions made during this period can significantly influence how a situation is understood, managed and communicated both internally and externally.
While every situation is different, successful crisis communications usually start in the same place: establishing the facts. Before anything is shared, there needs to be a clear, verified understanding of what has happened, what is known and what is still unclear. From there, teams can build a measured response that’s grounded in accuracy, alongside clear stakeholder management and a considered communications approach.
One of the most important early steps is assembling the right team quickly. That often means bringing together a mix of sector knowledge, communications expertise and senior oversight to help balance operational understanding with clear strategic thinking. Crucially, this team plays a key role in validating information as it emerges, ensuring decisions are based on facts rather than assumption.
It’s also important to establish clear responsibilities, communication routes and realistic expectations around support from the outset. In fast-moving situations, clarity and structure are just as valuable as speed – particularly when new information is emerging and needs to be carefully managed.
From there, the focus typically moves to:
- understanding the level of reputational risk
- identifying key stakeholders
- preparing holding statements and internal communications
- agreeing media handling protocols
- and monitoring for any emerging media or social activity
Throughout all of this, accuracy remains the priority. It can be tempting to respond quickly but responding with incomplete or unverified information can escalate a situation further. Taking the time to ensure communications are rooted in fact will always lead to a stronger, more credible response.
Importantly, in many crisis situations the best communications strategy is often a reactive rather than proactive one. The priority is rarely generating visibility – it’s about ensuring accuracy, consistency and reassurance while avoiding unnecessary escalation.
Above all, effective crisis communications relies on calm judgement, strong coordination and clear, fact-based messaging under pressure.