Communications during a crisis
During a crisis, the spokesperson is the face and voice of your organisation. How you communicate determines whether people trust you. In this guide, you’ll find practical tips on tone, timing, honesty and dealing with the press and social media.
The role of the spokesperson
The spokesperson translates what is happening into a clear narrative for the outside world. You present the facts, acknowledge concerns and tell people what to do. You are not a shield blocking information, but a bridge between the organisation and the public. Effective spokesperson management begins before a crisis strikes. Agree on who the spokesperson is, who will provide them with information, and who will be monitoring the situation. This prevents any confusion during a crisis about who is authorised to speak.
Tone and timing
The right tone depends on the moment. In the acute phase, be factual and concise: people want to know what is going on and what they should do. In the aftermath, there is more scope for empathy and explanation. Timing is just as important as content. Whoever communicates first and honestly sets the narrative. If you wait too long, rumours and others will fill the silence. It’s better to issue a quick, brief message with the known facts than to wait too long for a perfect story.
Be honest and open
Honesty is your most valuable asset. Tell people what you know, be clear about what you don’t yet know, and never promise more than you can deliver. Admitting a mistake is almost always better than hiding something, because the truth will come out anyway. Do not speculate or repeat unconfirmed reports. Feel free to say: ‘We don’t know that yet, but we’ll get back to you on it.’ When doing so, let them know when the next update will be.
Dealing with the press
Journalists are doing their job and need reliable information quickly. Treat them with respect and make yourself available. Give short, clear answers and stick to the facts. Prepare your key message and stick to it, even when faced with difficult questions. Do you feel cornered? Do not give an answer that you cannot back up. Refer to what you do know and to the next press contact.
Stappenplan
Get ready
Gather the known facts and consult with the crisis team. Decide on the key message you wish to convey in every conversation.
Communicate quickly
Please give an initial response as soon as possible, stating what you know for certain. Waiting leaves room for rumours and speculation.
Stick to the facts
Only say what you can back up with evidence. Be honest about what is still unclear and when further information will be available.
Show commitment
Acknowledge the situation and people’s concerns. A factual report can also be compassionate.
Keep to a single line
Ensure that the press, social media and the website all convey the same message. Coordinate with fellow spokespersons.
Plan the next update
Let people know when you’ll be back with an update and stick to it. That way, you’ll stay in control of the story.
Veelgestelde vragen
What should I do if I don’t know the answer?
Be honest about it. Say that you don’t know yet and when you’ll get back to them. Speculating or making up an answer does more harm to your credibility than admitting that something is unclear.
How do I deal with difficult or aggressive questions?
Stay calm and stick to your key message. Don’t get defensive and don’t repeat the question if it is leading. Give the factual answer that you can back up and refer to the next update.
Do I have to reply to every post on social media?
No. Respond where it makes a difference, especially when rumours are spreading. Keep your own channel as a source of truth and direct people there, rather than getting caught up in endless discussions.
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?
Dealing with social media
On social media, information spreads at lightning speed – both accurate and inaccurate. Be active on the channels where your audience is and ensure that your own channel is the authoritative source. Always direct people there. Monitor what is being shared about the crisis so that you can spot rumours early on. Respond calmly and factually; do not get drawn into arguments, and do not reinforce a rumour by repeating it at length.