Author
Tamara Pevec Barborič
One of the most common mistakes companies make is delaying their response during a crisis. Whether it’s a product recall, a workplace accident, or layoffs—time is crucial. Silence creates a vacuum that can be filled with speculation and misinformation, which can further complicate the situation, damage the company's reputation, and impact its operations.
Be proactive and address the situation quickly, even if you don’t have all the details. Your initial response can be brief—providing a summary of the situation, explaining the actions being taken, committing to finding solutions, and assuring that further updates will follow.
Although full information may not be available during a crisis, it’s essential for communication to be clear, consistent, and transparent. Stakeholders (employees, customers, business partners, the local community, regulatory bodies, and the media) expect honest and consistent messaging. If they feel misled or suspect that information is being withheld, it can lead to a greater loss of trust than the crisis itself.
Be as transparent as possible. You may not have all the answers yet or may be unable to share certain details—communicate that and explain why. Being honest about what you know and don’t know helps manage expectations and prevents further speculation.
Pointing fingers at others is one of the biggest mistakes in crisis situations. Even if you suspect or know that the responsibility lies elsewhere, blaming others can make the company appear irresponsible and distract from solving the problem, leading to a loss of public trust.
Take responsibility where and when necessary. Acknowledging mistakes and showing a commitment to resolving the issue and preventing it from happening again is crucial in crisis management. And we have already written about the power of an apology on our blog.
During a crisis, external communication often takes precedence, but neglecting internal communication can lead to additional complications. Employees are one of your most important audiences. If they are left in the dark, rumours and misinformation can quickly spread among colleagues, and they may feel sidelined or fear for their jobs.
Ensure that your employees are kept up to date on the situation and understand the company’s stance and the steps being taken.
At NC3, we understand that such situations are extremely stressful, and we firmly believe in the importance of good preparation. That’s why we have organized crisis communication workshops, where we will share practical knowledge and tools for preparing to communicate during crisis situations, as well as recommendations for the first steps in crisis communication and key messages.
You can read more about the workshop at this link, where you will also find the registration form.