The core message & the CRASSU methodology
A strong core message is at the heart of your crisis communication. Using the CRASSU methodology, you can develop that message quickly and in a structured way. In this guide, you can find out how it works.
What is a key message?
A key message is the central message you want to convey during a crisis. It is the core message that is repeated across all channels, in every communication and by every spokesperson. This ensures your communication remains consistent. A good key message rests on four solid pillars. Together, they provide people with a sense of direction.
- We know: this is what’s going on, based on the facts we’re certain of.
- Here’s what we’re doing: these are the steps we’re taking now to address the situation.
- We’re here for you: we understand your concerns and take them seriously.
- We’ll be back: here’s when and where you’ll receive the next update.
What does CRASSU stand for?
CRASSU is a mnemonic device that helps you quickly draft a complete key message. Each letter stands for a component you need to cover. By addressing them in order, you won’t forget anything. You don’t need to mention all these elements verbatim in your message. Their main purpose is to help you think things through carefully before you start writing.
- Context: what happened, where and when?
- Role: On behalf of which organisation and in what capacity are you communicating?
- Action: what should people do – or, conversely, what should they avoid doing?
- Steps: what do you need to do yourself, and in what order?
- Style: what tone is appropriate – factual during the acute phase and empathetic in the aftermath?
- Distribution: through which channel and in what form do you send the message?
Using the core message and CRASSU together
The four pillars tell you what you’re saying: we know, we act, we’re here for you and we’ll be back. CRASSU helps you with how to structure and communicate that. So use them together. First, use CRASSU to consider context, role and action. Then structure the content around the four pillars. This will give you a message that is both comprehensive and clear.
Stappenplan
Walk past CRASSU
Briefly answer the six sections: context, role, action, steps, style and output. This will give you all the building blocks for your message.
Fill in the four pillars
Incorporate the building blocks into ‘We know’, ‘We do’, ‘We’re here for you’ and ‘We’ll be back’. Keep each pillar brief and to the point.
Focus on the practical perspective
Make sure it is clear what people should or should not do right now. This is often the most important part of your message.
Check the tone and consistency
Does the style suit the stage and the target audience? Is the same core message reflected across all channels? Make any necessary adjustments and send it out.
Veelgestelde vragen
What does CRASSU stand for?
CRASSU stands for Context, Role, Action, Steps, Style and Delivery. It is a mnemonic that helps you to quickly and comprehensively formulate a key message for your crisis communication.
What are the four pillars of a key message?
We know, we’re taking action, we’re here for you, and we’ll be back. Together, these messages tell people what’s going on, what you’re doing, that you’re taking their concerns seriously, and when there’ll be an update.
Do I need to include all the CRASSU components in my message?
No. CRASSU is primarily designed to help you think things through carefully before you write. Not every element needs to appear verbatim in the message, as long as the message is complete and clear.
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