If you run a consumer-facing brand and haven’t faced a crisis, you’re either brand-new or wicked-lucky (Forgive me, I’m from Boston).
The rest of us? We’ve seen some things. As a former journalist turned PR professional, I’ve been on both sides of the story, asking tough questions and providing answers. And here’s the truth: most crises aren’t defined by what actually happened. They’re defined by how you respond. So let’s make that part smarter, simpler, and way less stressful. Here’s my straightforward guide to crisis communications, built from experience, some scars, and a lot of media calls.
1. Have a Plan (Because Panic Is Not a Strategy)
If your brand interacts with the public, you need a crisis comms plan. Who speaks. Who approves. Who calls legal? What happens in worst-case scenarios? And plan what you say when you don’t know what to say.
2. The Holding Statement Is Your Best Friend
A holding statement buys you time. It acknowledges the situation without oversharing or speculating. It keeps you present, not silent. And yes, have these pre-written and legally approved. Future you will be very grateful.
3. Legal Is a Partner, Not a Roadblock
Loop them in early. Not late. Not after something goes sideways. But here’s the nuance: legal should guide, not gag. The goal isn’t silence, it’s smart, safe communication. “No comment” might protect you legally. It does absolutely nothing for your reputation.
4. Be Responsive. Immediately.
Not with answers. With acknowledgment. When a reporter reaches out, respond quickly. Even if it’s just: “We got your note. We’re looking into it. What’s your deadline?”
That small act does two big things: it builds trust, and it keeps them from going elsewhere (or worse, showing up unannounced).
5. “No Comment” Is a Missed Opportunity
It reads as evasive. Even when it’s not. There’s always a better way to say less. Lead with values. Stay factual. Keep it tight. Instead of shutting down the conversation, lead it.
We at [company name] take [value] very seriously. We are aware of [situation] and are [doing something] to ensure [something].
6. Reporters Aren’t the Enemy
They’re on deadline. They need a quote. They want to file their story and move on with their day.
Assume neutral intent. It will change how you respond and, usually, the outcome.
7. Say Less. Mean More.
Overexplaining is where brands get into trouble. Stick to facts, clarity, and brevity.
8. Know What’s a Fire, and What’s Just Smoke
Not every negative comment is a crisis. A robbery? Yes, a crisis. A cranky tweet or a troll? Probably not. But small issues can snowball if ignored. So monitor closely, respond thoughtfully, and escalate when needed.
9. Social Media Is Customer Service in Disguise
Most people don’t go online to complain first. They go there when they feel unheard. So respond like a human. Acknowledge the frustration, show you’re taking it seriously, then move the conversation offline.
10. Pick Up the Phone
Email is efficient. It’s also easy to misinterpret – also, what you write can come back to haunt you, or worse yet, be shared publicly. When things get sensitive, a real conversation goes a long way. But listen more than you talk.
Bonus: Don’t Be a Hero, Bring in Help
Crisis is not the time to DIY your communications strategy. An agency gives you experience under pressure, media relationships, and a buffer between your team and the spotlight. And try not to do this when the $h!t has already hit the fan. I get calls all the time from people (I don’t know) asking me to help with their crisis. I don’t know their brand, situation, or players, and you want me to come in and play clean up on aisle five? If that’s the case, I’m either going to pass on the “opportunity” or going to charge you a lot more than I would a current client. Our day rate for current clients is our blended agency rate at a half or full day because we literally drop everything we’re doing to focus on addressing the issue. Pro Tip: If you have a business (any business), work with an agency to develop a crisis plan and put them on a small retainer to keep them prepared for the inevitable.
The Bottom Line
Every crisis feels different. But the playbook? It’s surprisingly consistent. Be prepared, be responsive, don’t overshare, and remember: how you show up in hard moments says more about your brand than any campaign ever could. That’s the real story people remember.