Author
Nina Stankovič
In a world where crises are inevitable, effective crisis communication becomes the foundation of true leadership.
When a political crisis erupts, a quick response is essential. Delays or hesitations in reacting can lead to speculation, doubt, and a decline in trust. However, speed must be backed by transparency. The public expects clear information, not evasions or cover-ups. Politicians who try to manage crises with excuses, half-truths, or manipulations often face even greater resistance.
Transparency is a rare commodity in politics, but during crises, it becomes even more valuable. Admitting mistakes, though difficult, can halt the spread of negative rumours and minimize damage. This does not mean that a politician must reveal every detail immediately, but it’s crucial to communicate honestly and clearly.
In politics, persuasiveness is always important. In times of crisis, however, it becomes essential. If the public does not perceive a politician as credible, then all their statements – no matter how well thought out – will fall on the fertile ground of distrust.
A politician must communicate in a way that does not sound like empty rhetoric or manipulation. This means clearly defining the problem, taking responsibility, and simultaneously presenting solutions. During a crisis, it is not enough to simply defend one’s position or dismiss criticism. Citizens need to feel that their leader is capable of managing the crisis, learning from it, and taking action.
A common mistake in political crisis communication is impulsive defensiveness. When politicians face accusations or criticisms, they often become closed off, build a defensive wall, or attack their opponents. This approach does not work. Defensiveness does not solve the problem – it only reinforces the perception that something is wrong. Attacking others diverts attention from the real issue and often indicates a lack of accountability.
It is better for a politician to focus on resolving the situation rather than running from it. Instead of blaming the media, opposition, or even the public, they must show awareness of the seriousness of the situation and a willingness to work toward a solution. The ability to respond calmly and focused during a crisis demonstrates political maturity.
Crisis communication in politics also requires empathy. In times of crisis, people look for leaders who understand their fears and concerns. If a politician’s statements do not connect with the emotional aspects of the crisis, they risk losing touch with the public. Successful politicians know how to communicate in a way that is both pragmatic and compassionate.
Empathy is shown in how a politician acknowledges the impact of the crisis on people. It is not just about preserving one’s political position but about caring for the common good. When a politician shows that they care, they can rebuild trust even in the most challenging moments. A sincere apology for a mistake or an expression of sympathy in the face of tragedy is a good example of this.
While a quick response is necessary in a crisis, it is equally important for politicians to offer long-term solutions. It is not enough to just “put out the fire” – the public expects politicians to address the crisis systematically and sustainably.
A long-term solution must be communicated clearly, not just with promises but also with a concrete action plan. This includes taking responsibility for implementing changes and being open to constructive criticism. Politicians who are willing to take advice and collaborate with different stakeholders demonstrate broader leadership.
If a politician's statements don't connect with the emotional aspects of the crisis, they lose touch with the people. Successful politicians know how to communicate in a way that is both pragmatic and compassionate.
Political crises are litmus tests that reveal the true quality of leaders. Those who know how to communicate thoughtfully, responsibly, and empathetically during these situations can emerge even stronger from the crisis. However, those who resort to manipulation, cover-ups, or aggressive responses risk political isolation and the loss of trust.
In politics, it is not just about how we behave when everything is going well but, more importantly, how we act when things go wrong. Politicians who know how to communicate properly in times of crisis – swiftly, transparently, with persuasiveness and empathy – can regain the trust of the people. In a world where crises are inevitable, good crisis communication becomes the foundation of true leadership.