When an organization is in crisis mode, there's an understandable sense of urgency to respond to everything that’s happening. Before we’ve really gotten our arms around the situation, crisis teams often find themselves debating what to say without having first agreed on what needs to be accomplished.
Moments like this is where it's worth slowing down to ask: Before we speak, what do we need this communication to do?
The purpose of crisis communication isn't simply to make bad news go away or shield the organization from criticism. Communication should support the response itself. That might mean protecting people, providing information, reducing uncertainty, reassuring employees or customers, demonstrating accountability or helping maintain trust with important stakeholders.
And that objective will change.
At the beginning of a crisis, people may simply need to know what's happening and whether they're safe. Later, they may need to understand what the organization is doing about it. Still later, communication may need to focus on corrective action, accountability or rebuilding confidence.
One question can help keep that straight: What do we need people to know, feel or do as a result of this communication?
If you don't have a good answer, you may not be ready to communicate. You may not even need to respond at all.
That's important because not every negative comment deserves an answer. Not every headline needs a rebuttal. And not every demand for a statement means issuing one is the right move.
Good crisis communication is measured by how well your communication helps move the response in the right direction, not by how much you say.
That's a principle at the heart of our PRESS POWER | SURGE Crisis Communications Readiness & Response Lab: Don't communicate simply because there is pressure to respond. Communicate with purpose.
To learn more about The Communications Group's crisis communications services and how we help organizations prepare, respond and recover, click here.