Our Senior Account Manager, Sarah, recently went along to the CIPR South West event, hosted in Cheltenham for the first time in 10-years. She came back with lots of insights to share, not only for the team, but for our clients too.
Here are her top five takeaways from the crisis comms session.
#1 Put people first
When it comes to crisis communications, time is often of the essence. But in our drive to respond quickly and clearly, sometimes we can forget that speed and strategy alone aren’t enough. The human side of a crisis needs to be front and centre.
All too often the main objective of a crisis comms plan is to protect the company reputation but in the current media landscape, audiences notice when statements feel overly corporate or self-protective. Instead, audiences are seeking brands that adopt a more meaningful response, showing empathy for those directly impacted.
Equally, if a crisis affects your team, acknowledge it. The way an organisation treats its staff in difficult moments says a lot about its culture. And culture, if left unchecked, could be the root of the next crisis.
#2 Planning is only half the job
Having a crisis comms plan is important, but it won’t be much use if it sits untouched in a folder. Plans need to be tested, adapted and updated regularly. AI tools can help by creating realistic crisis scenarios, drafting responses and even reviewing your messaging for tone and clarity.
And when something big breaks, the old idea of having a ‘golden hour’ is gone. You probably have around 15 minutes before the story starts to run away from you online making it even more important that everyone in the business, from the CEO to the receptionist, knows their crisis comms role.
#3 Language and context matter
It’s useful to understand how different types of false or misleading information work:
- Misinformation: Incorrect information shared without bad intent
- Disinformation: False content created deliberately to deceive
- Malinformation: Factually accurate information used out of context or in a way that causes harm
Knowing these terms helps you assess the crisis if it’s coming in the form of a social scandal or breaking news story, as well as to shape better, more appropriate responses.
#4 Tailor your message
A one-size-fits-all statement rarely works anymore. You may need to communicate the same message in multiple formats to reach different audiences effectively. Consider how people access news now, many get their updates from Instagram, TikTok or YouTube. A simple press release might not cut through, but a short video clip from a press conference could.
Also think about the average reading age of your audience. Simple, clear language often lands better than overly polished messaging.
#5 Talk with people, not at them
Finally, be careful not to sound too rehearsed or too neat. A singular, tightly controlled response can make people suspicious or leave them feeling excluded. Crisis communication works best when it feels honest, joined-up and human – like a conversation, not a performance.
If you think your crisis comms plan could do with a little refresh, or maybe it’s time to get one firmed up an in place, then we can support you to craft comms that feel right for your business and your audience. Get in touch and we can talk it through.