Crisis Communication 101

A crisis or scandal can strike at any moment, but its impact is a result of preparation and response.

At Ascent Communications, we view a crisis as a defining moment for a brand- an opportunity to demonstrate integrity and leadership. This guide outlines the essential steps to prepare for, navigate, and recover from a communications crisis, ensuring your reputation remains protected and your message remains clear.

Phase 1: Preparation is Everything

Before the Crisis

The most effective crisis communication happens long before a crisis ever occurs. Your ability to respond calmly and competently under pressure is a direct result of the groundwork you lay today.

Anticipate and Strategize

Proactive planning allows you to move with speed and clarity when a crisis hits. Begin by identifying all potential risks to your business, from a product recall to a public misstep by a key executive.

For each scenario, outline the potential impact and a preliminary response strategy. This strategic foresight gives you a significant advantage.

Establish a Crisis Communication Team

A single, clear chain of command prevents misinformation and ensures a consistent voice. Designate a small crisis team and, most importantly, appoint a single trained spokesperson who will be the public face and voice of your company during the event.

Everyone else should be instructed to direct all media inquiries to this individual.

Develop Holding Statements and Key Messages

You must act fast, but your first message cannot be a rushed improvisation. Create pre-approved, brief holding statements (e.g., “We are aware of the situation and are investigating it.

We will provide a full statement as soon as possible.”) and a few core messages that are ready to be deployed. This gives you time to gather all the facts while still communicating with the public.

Phase 2: Execution Under Pressure

During the Crisis

This phase demands speed, consistency, and a calm, authoritative demeanor. Your goal is to regain control of the narrative by being the first and most credible source of information.

Act Quickly, Not Impulsively 

The media cycle moves at a breakneck pace. Your initial silence can be interpreted as guilt or indifference. Issue your pre-approved holding statement immediately to acknowledge the situation. Then, take the time to gather all facts before releasing a detailed response.

Acknowledge and Empathize 

In times of crisis, the public wants to see a human response. Lead with empathy. Begin by acknowledging the situation and expressing concern for anyone affected. This builds trust and demonstrates that your company takes the matter seriously.

Stick to the Plan and the Facts

This is where preparation pays off. The designated spokesperson must stick to the established key messages.

Avoid speculation, “no comment” statements, and getting pulled off-message by hostile questions. This is when bridging and flagging are invaluable—use them to redirect difficult questions back to your core, factual messages.

Be Accessible and Transparent (Within Reason)

Transparency is a powerful tool for rebuilding trust. While you should never speculate or reveal sensitive information, being accessible to the media and the public by providing regular, honest updates shows that you are actively managing the situation and have nothing to hide.

Phase 3: Recovery and Review

After the Crisis

The work isn’t over when the news cycle moves on. This phase is about rebuilding your brand, learning from the experience, and ensuring long-term recovery.

Conduct a Post-Mortem 

A crisis provides invaluable data. Once the dust settles, review every aspect of your response. What worked? What could have been better? Use this analysis to refine your crisis plan and strengthen your company’s processes.

Monitor the Conversation

Public perception can change slowly. Continue to monitor media coverage and social sentiment to understand the long-term effects of the crisis and your response. This data will inform your messaging as you move into the recovery phase.

Rebuild and Move Forward 

The final step is to demonstrate, through action, that your company has learned from the event. Whether it’s a policy change, a new initiative, or an updated service, a tangible response proves your commitment to improvement and helps to restore public trust in the long run.

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