Crisis communication 101: clear, calm and prepared beats panic every time
There’s a reason Benjamin Franklin’s quote, “an ounce of prevention is worth a pound of cure” gets repeated in boardrooms and crisis comms plans alike. It’s because it’s true.
We’ve seen it play out time and again: businesses and leaders who communicate clearly and quickly during a crisis come out the other side with trust intact. Those who don’t? They spend months (or years) rebuilding reputations that didn’t need to take the hit in the first place.
And with global tensions rising again – cue the Trump tariff announcement that sent financial markets into a panic and left businesses scrambling for clarity – it’s a timely reminder that crisis communication isn’t just a box-ticking exercise. It’s essential.
Let’s break down the key principles that still apply, no matter the industry or issue.
Communicate clearly. Communicate often.
The worst thing you can do in a crisis is say nothing. The second worst thing? Say something that’s confusing.
Whether you’re addressing investors, media, clients or staff – clarity matters. You don’t need to have all the answers, but you do need to explain what you do know in a way that’s calm, confident, and human.
During COVID, we saw this done well (most days) during Gladys Berejiklian and Dr Kerry Chant’s 11am briefings. Regardless of your political leanings, those briefings were consistent, informative, and direct. That’s what people needed. Still do.
Be honest – even when it’s uncomfortable
One of the biggest mistakes brands make during high-pressure moments is trying to gloss over reality. Don’t.
A crisis is dynamic. Situations evolve. Plans shift. That’s okay – as long as you’re upfront about it.
Stakeholders don’t expect perfection. They expect honesty. Take Ukrainian President Volodymyr Zelenskyy, who from the very first days of the invasion showed up, told the truth, and explained the fluidity of the situation while staying grounded in his values. He communicated facts and feelings – which built trust on a global scale.
Respond, don’t just react
In a crisis, people are watching. Closely.
Yes, pressure is high. But not every tweet or headline requires a knee-jerk response. Instead, leaders need to steady the room – not fuel the chaos.
That’s where the Trump approach, particularly in moments like the recent tariff escalation or back in the early days of COVID, serves as a cautionary tale. Reactive, off-the-cuff messaging without coordination or clarity only adds to the uncertainty. And when confidence is already fragile, confusion is costly.
Tailor your message to each audience
Not everyone needs the same message.
Your employees want reassurance. Your clients need to know how this affects them. The media wants facts and soundbites. Regulators need detail.
One message doesn’t fit all, so make sure your communication plan considers who’s on the other side of the screen. Tailor tone, content and cadence – while keeping the core narrative consistent.
What not to do in a crisis
Don’t disappear
Silence creates suspicion. Even if you’re not ready to speak publicly, keep internal teams informed. Be visible. Show leadership.Don’t overcomplicate it
Now is not the time for jargon or spin. Speak plainly. Clarity builds calm. Word salad creates doubt.Don’t overpromise
Avoid sweeping guarantees. Say what you know. Be honest about what could change. Trust is built on realistic expectations, not wishful thinking.
The businesses that handle crisis best? They prepare early.
Hope is not a strategy. If you’re in leadership, it’s your job to be ready before a crisis hits.
That means:
Develop a crisis communication plan – include escalation steps, key messages, roles and responsibilities.
Train your spokespeople – make sure they know how to stay calm, deliver a clear message, and answer tough questions with confidence.
Build trust before you need it – regular internal comms, clear client updates, and consistent media engagement make a huge difference when the pressure’s on.
Crisis communication isn’t about controlling the narrative. It’s about showing up, earning trust, and navigating uncertainty with clarity and care.
Because the best time to prepare is yesterday. The next best time? Right now.
[1] An ounce of prevention is worth a pound of cure, Benjamin Franklin