What is crisis communication?

The definition of crisis communication

Crisis communication is the timely and targeted exchange of information during a crisis. A crisis is a serious situation that threatens the safety, health or functioning of people or an organisation. It therefore involves communication at a time when pressure is high, facts are still uncertain and people are worried. It is precisely at such times that clear communication makes the difference between calm and chaos.

The purpose of crisis communication

Crisis communication always has more than one objective at a time. These three objectives are intertwined.

• Informing: explaining what is going on, using the facts you know for certain.
• Providing guidance on how to act: letting people know what they should or should not do.
• Maintaining trust: show that you are taking the situation seriously and are in control.

The four stages of crisis communication

Crisis communication does not end when the crisis itself is over. It progresses through four phases, including the periods before and after the incident. By taking all these phases seriously, you will be better prepared and learn from every situation.

• Preparation: draw up a crisis communication plan, assign roles and carry out drills before anything happens.
• Identification: recognising at an early stage that something is looming or happening, so that you can respond in good time.
• Responding: communicating quickly, factually and consistently through the appropriate channels during the crisis.
• Evaluate: look back afterwards, identify areas for improvement and refine your plan.

The difference compared to ordinary communication

In everyday communication, there is usually plenty of time. You can take your time to prepare a message, present it well and send it at the best possible moment. With crisis communication, it’s different. During a crisis, there is time pressure, the facts are often still uncertain and emotions are running high. That is why crisis communication is shorter, more factual and faster. The form is less important than the content: people want to know what is going on and what they should do.

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What is the most important aspect of crisis communication?

Communicate quickly, factually and clearly what is happening and what people need to do. It’s better to send a short message quickly than a perfect one late. You can always update it later.

Who is responsible for crisis communication?

This varies from organisation to organisation. Often, a communications adviser in the crisis team takes the lead, under the responsibility of senior management. Set this out in advance in your crisis communications plan.

When does crisis communication begin?

Don’t wait until the crisis actually hits. Effective crisis communication begins in the preparatory phase, with a plan, clearly defined roles and drills. That way, you’ll be ready when the time comes.