How do you draft a crisis statement?
During a crisis, every minute counts. A good crisis communication message is factual, clear and tells people what to do. In this guide, you’ll find a six-step guide on how to do this.
Why a good crisis statement is important
When an incident occurs, people mainly have one question: what should I do now? A good crisis communication provides an immediate answer to that. It prevents panic, rumours and unnecessary enquiries to the emergency services. A message that arrives too late or is unclear has the opposite effect. That is why structure is important: it helps you write more quickly and ensures you don’t miss anything.
Characteristics of a strong crisis statement
A strong crisis statement can be recognised by a few key characteristics. Keep these to hand as a checklist.
- In fact: only what you know for certain, with references.
- Clear: short sentences and easy-to-understand language, even for non-native speakers.
- Action-oriented perspective: state specifically what people should or should not do.
- Empathetic: acknowledge the situation and people’s concerns.
- Timely: it’s better to send a quick initial message than a perfect one too late.
- Consistent: the same message across all channels.
Example of a crisis bulletin
"A major fire is raging on the outskirts of [town]. There is a lot of smoke. Do you live in [area]? Close your windows and doors and switch off the ventilation. Stay indoors until you hear otherwise. Follow [channel] for updates. Call 112 only in a life-threatening emergency." Note: the message explains what is happening, who it applies to, what you should do and where to find further information. Short and clear.
Stappenplan
Gather the facts
What happened, where, when and how serious was it? Only note down what you know for certain and who the source is.
Define your role and target audience
On behalf of which organisation are you communicating, and who is this message intended for? Those directly affected, local residents, the press or staff?
Formulate the course of action
What should people do or avoid doing right now? Be specific: take shelter indoors, avoid a particular area, or no action is required.
Choose the tone
Factual and concise during the acute phase, empathetic in the aftermath. Tailor the tone to the target audience and the situation.
Select channel and format
NL-Alerts, social media, website or press release? Tailor the length and format to the channel, whilst keeping the core message the same.
Check and send
Have the message briefly checked for accuracy and language. Send it straight away and schedule a follow-up straight away.
Veelgestelde vragen
How quickly should a crisis statement be issued?
As soon as possible. An initial, brief update setting out the known facts and suggesting a course of action is better than waiting a long time for a full report. You can always provide an update later.
What if I don’t know everything yet?
Communicate what you do know and be honest about what is still unclear. Let people know when the next update will be. This will prevent rumours.
How can I reach people who don’t speak Dutch?
Send the message in other languages and in plain language too. CrisisRadar creates multilingual versions of your core message in seconds.
Sneller en beter communiceren tijdens een crisis?
CrisisRadar helpt u dit in de praktijk te brengen — van voorbereiding tot de eerste minuut.
Meer gidsen
What is crisis communication?
The basics: what crisis communication is, why it matters and how to get started.
How do you draft a crisis statement?
A clear crisis communication guide in six steps, with a handy example.
Drawing up a crisis communication plan
What should a crisis communication plan include, and how do you draw one up?