What Is Crisis Communications?
A crisis communications team coordinating their response strategy during a critical situation
Crisis communications is the specialized discipline within public relations focused on protecting and defending an organization facing a significant threat to its reputation, operations, or existence. It involves the collection, processing, and dissemination of critical information during a crisis situation to manage public perception, maintain stakeholder confidence, and guide the organization through turbulent times.
Unlike day-to-day communications, crisis communications operates under intense pressure, tight timeframes, and heightened scrutiny. It requires a strategic approach that balances transparency with legal considerations, empathy with factual accuracy, and immediate response with long-term reputation management.
Core Elements of Effective Crisis Communications
Preparedness
Developing comprehensive plans, protocols, and messaging templates before a crisis occurs. This includes identifying potential crisis scenarios, establishing a crisis management team, and creating response frameworks that can be quickly activated.
Rapid Response
Delivering timely, accurate information to stakeholders during the initial stages of a crisis. The first 24-48 hours are critical, and organisations must be prepared to communicate quickly across multiple channels.
Transparency
Providing honest, factual information about the situation, even when all details aren’t yet known. Transparency builds trust and credibility during uncertain times.
Consistency
Ensuring all communications deliver a unified message across different channels and spokespersons. Inconsistent messaging can exacerbate a crisis and damage credibility.
Why Crisis Communications Matters
In today’s interconnected world, information—and misinformation—spreads faster than ever before. A single tweet can trigger a reputation crisis, and stakeholders expect immediate responses when issues arise. Organizations that communicate effectively during crises demonstrate leadership, maintain trust, and often emerge with their reputations intact or even enhanced.
Impact of effective crisis communications on organizational reputation over time
The Cost of Poor Crisis Communications
Reputation Damage
Years of brand building can be undone in days or even hours without proper crisis communications. According to studies, companies with ineffective crisis responses experience an average 22% decline in brand value.
Financial Impact
Poor crisis management directly affects the bottom line through lost sales, declining stock prices, and potential legal liabilities. Research shows that companies with inadequate crisis responses face up to 15% greater financial losses.
Stakeholder Trust
Employees, customers, investors, and partners all need reassurance during a crisis. Without effective communication, trust erodes quickly and can be extremely difficult to rebuild.
Is Your Organisation Crisis-Ready?
Many organisations discover gaps in their crisis preparedness only when it’s too late. Our Crisis Readiness Assessment helps identify vulnerabilities and strengthen your response capabilities before a crisis strikes.
Common Types of Crises Organisations Face
Understanding the different types of crises that can affect your organization is the first step in developing effective crisis communications strategies. Each type requires a tailored approach while adhering to core crisis communication principles.
Major categories of organizational crises requiring specialized communication approaches
| Crisis Type | Examples | Communication Priorities |
| Operational Disruptions | System outages, supply chain failures, service interruptions | Timely updates, clear timelines, alternative solutions |
| Reputation Threats | Negative media coverage, social media backlash, executive misconduct | Rapid response, transparency, corrective actions |
| Product Issues | Product recalls, safety concerns, quality failures | Customer safety instructions, remedy information, accountability |
| Financial Challenges | Earnings misses, fraud allegations, unexpected losses | Factual clarity, forward-looking plans, stakeholder confidence |
| Security Breaches | Data breaches, cyberattacks, information theft | Affected stakeholder notification, containment details, protective measures |
| Environmental Incidents | Spills, emissions, resource mismanagement | Impact assessment, remediation plans, community engagement |
Developing an Effective Crisis Communication Plan
A comprehensive crisis communication plan is the foundation of effective crisis management. It provides a roadmap for your organisation to follow when time is limited and pressure is high. Without a plan, responses tend to be reactive, inconsistent, and potentially damaging.
Key components of a comprehensive crisis communication plan
Essential Elements of a Crisis Communication Plan
- Crisis Management Team Structure: Clearly defined roles and responsibilities for key personnel, including primary and backup team members.
- Crisis Identification Protocols: Guidelines for recognizing potential crises and escalation procedures.
- Stakeholder Analysis: Identification of all key stakeholders and their specific information needs during different types of crises.
- Communication Channels: Predetermined channels for reaching different stakeholders quickly and effectively.
- Message Development: Pre-approved messaging templates that can be quickly adapted to specific situations.
- Spokesperson Designation: Identified and trained spokespersons for different crisis scenarios.
- Approval Processes: Streamlined approval workflows that balance speed with accuracy.
- Monitoring Procedures: Systems for tracking media coverage, social media sentiment, and stakeholder reactions.
- Post-Crisis Evaluation: Frameworks for assessing response effectiveness and implementing improvements.
Build Your Crisis Communication Foundation
Don’t wait for a crisis to develop your communication strategy. Our comprehensive Crisis Communication Template provides the structure you need to create a customized plan for your organisation.
The Three Phases of Crisis Communications
Effective crisis communications spans three distinct phases, each requiring different strategies and approaches. Organisations that excel in crisis management understand the importance of all three phases and allocate resources accordingly.
The three critical phases of comprehensive crisis communications
Pre-Crisis Phase
The preparation stage before any crisis occurs. This phase focuses on planning, training, and establishing systems that will enable effective response when needed.
Key Activities:
- Risk assessment and scenario planning
- Development of crisis communication plan
- Team training and simulation exercises
- Relationship building with key stakeholders
- Monitoring systems implementation
Crisis Response Phase
The active management stage during an actual crisis. This phase requires rapid, coordinated communication to address the situation and minimise negative impacts.
Key Activities:
- Initial response and acknowledgment
- Regular stakeholder updates
- Media engagement and management
- Internal communications coordination
- Social media monitoring and response
Post-Crisis Phase
The recovery and learning stage after the immediate crisis has passed. This phase focuses on rebuilding trust and implementing improvements.
Key Activities:
- Comprehensive evaluation of response
- Stakeholder relationship rebuilding
- Plan refinement based on lessons learned
- Long-term reputation management
- Organizational learning and adaptation
Crisis Communications Case Studies: Lessons from Real-World Examples
Examining how organisations have handled crisis situations provides valuable insights into effective communication strategies. These case studies highlight both successful approaches and missed opportunities in crisis communications.
Notable crisis communications responses that shaped best practices
Success Story: Johnson & Johnson’s Tylenol Recall
The Crisis: In 1982, seven people died after taking Tylenol capsules that had been tampered with and laced with cyanide.
The Response: Johnson & Johnson immediately recalled 31 million bottles of Tylenol worth $100 million, suspended advertising, and developed new tamper-resistant packaging.
Key Lessons:
- Prioritise public safety above all else
- Act decisively and transparently
- Demonstrate commitment to long-term solutions
Outcome: Johnson & Johnson’s swift and transparent response is still considered the gold standard in crisis management. The company recovered its market share within a year and strengthened consumer trust.
Success Story: Slack’s Service Outage Response
The Crisis: In 2022, Slack experienced a major service outage affecting millions of users worldwide.
The Response: Slack provided regular, transparent updates on its status page and social media channels, acknowledged the impact on users, and explained the technical issues in accessible language.
Key Lessons:
- Communicate frequently during ongoing situations
- Balance technical details with clear explanations
- Show empathy for user frustration
Outcome: Despite the service disruption, Slack maintained user trust through its transparent communication approach and regular updates throughout the resolution process.
Learning Opportunity: United Airlines Passenger Incident
The Crisis: In 2017, a passenger was forcibly removed from an overbooked United Airlines flight, with video of the incident going viral on social media.
The Response: United’s initial statement appeared to blame the passenger, calling him “disruptive and belligerent.” The CEO’s first apology focused on having to “re-accommodate” passengers rather than addressing the disturbing nature of the incident.
Key Lessons:
- Avoid defensive or dismissive language
- Acknowledge the human impact immediately
- Ensure initial responses reflect company values
Outcome: United faced intense public backlash, a significant stock price drop, and long-term reputation damage. The company eventually issued a more appropriate apology and changed its policies.
Learning Opportunity: BP Oil Spill
The Crisis: In 2010, the Deepwater Horizon oil rig explosion caused the largest marine oil spill in history.
The Response: BP’s then-CEO made several communication missteps, including the infamous “I’d like my life back” comment, which appeared insensitive to the 11 workers who lost their lives and the massive environmental impact.
Key Lessons:
- Train executives in crisis communication
- Maintain perspective on the scale and impact of the crisis
- Focus on affected stakeholders, not organizational inconvenience
Outcome: BP suffered severe reputation damage, legal consequences, and financial losses. The company’s response became a case study in how not to handle crisis communications.
How On The Pulse Helps Organisations Master Crisis Communications
At On The Pulse, we understand that effective crisis communications requires more than just reactive messaging, it demands strategic preparation, expert execution, and thoughtful recovery. Our comprehensive approach helps organisations across all industries build resilience and protect their reputations when it matters most.
Our expert team works closely with clients to develop customized crisis communication strategies
Our Comprehensive Crisis Communications Services
Crisis Preparedness
- Risk assessment and vulnerability analysis
- Custom crisis communication plan development
- Messaging template creation
- Spokesperson training and media coaching
- Crisis simulation exercises
- Monitoring system implementation
Active Crisis Management
- 24/7 crisis response support
- Strategic message development
- Media relations management
- Social media crisis response
- Stakeholder communication coordination
- Real-time monitoring and analysis
Post-Crisis Recovery
- Response effectiveness evaluation
- Reputation recovery strategies
- Crisis plan refinement
- Stakeholder trust rebuilding
- Long-term monitoring programs
- Organizational learning facilitation
The On The Pulse Difference
Our proven methodology delivers results at every stage of crisis management
- Industry-Specific Expertise: Our team includes specialists across sectors including healthcare, technology, finance, manufacturing, and consumer goods.
- Integrated Approach: We seamlessly blend communication strategy with legal considerations, operational requirements, and stakeholder expectations.
- Digital-First Mindset: Our strategies account for the realities of today’s digital landscape, including social media dynamics and online reputation management.
- Research-Backed Methods: Our approaches are grounded in communication science, behavioral psychology, and proven crisis management principles.
- Customized Solutions: We recognize that every organization is unique, and we tailor our services to your specific needs, culture, and risk profile.
- Measurable Results: We establish clear metrics to evaluate the effectiveness of crisis communication efforts and demonstrate ROI.
“On The Pulse transformed our approach to crisis preparedness. Their team helped us develop a comprehensive plan that was put to the test during an unexpected product issue. Their guidance was invaluable in protecting our reputation and maintaining stakeholder trust throughout the situation.”
Assessing Your Organisation’s Crisis Communication Readiness
How prepared is your organization to communicate effectively during a crisis? Use this assessment to identify potential gaps in your crisis communication capabilities.
Evaluate your organization’s crisis communication preparedness with key readiness indicators
Key Questions to Consider:
Do you have a documented crisis communication plan that is regularly updated?
Your plan should be comprehensive, accessible to all team members, and updated at least annually or after significant organizational changes.
Have you identified and trained spokespersons for different crisis scenarios?
Designated spokespersons should receive professional media training and regular refreshers to ensure they can communicate effectively under pressure.
Do you have pre-approved message templates for likely crisis scenarios?
Templates save critical time during a crisis and ensure consistent messaging across channels and spokespersons.
Have you conducted crisis simulation exercises within the past year?
Regular simulations test your plan’s effectiveness, identify gaps, and build team confidence in crisis response procedures.
Do you have systems in place to monitor traditional and social media for potential issues?
Early detection is critical for effective crisis management. Your monitoring should cover all channels where stakeholders discuss your organisation.
Get Your Personalized Crisis Readiness Score
Our comprehensive Crisis Readiness Assessment provides a detailed evaluation of your organization’s preparedness and actionable recommendations for improvement.
Partner with On The Pulse for Crisis Communications Excellence
Don’t wait for a crisis to test your communication capabilities. Contact us today to discuss how On The Pulse can help your organization prepare for, manage, and recover from crisis situations with confidence and expertise.
Our expert consultants bring decades of crisis communications experience to every client engagement
Our Commitment to You
- Expert Guidance: Work with seasoned crisis communications professionals who have managed high-stakes situations across industries.
- Customized Approach: Receive strategies and solutions tailored to your organization’s specific needs, culture, and risk profile.
- Practical Solutions: Implement actionable plans that balance communication best practices with operational realities.
- Ongoing Support: Access our team when you need them most, with responsive service during critical situations.
- Measurable Results: Track the effectiveness of your crisis communication efforts with clear metrics and evaluation frameworks.
Free Crisis Communication Template
Get started on your crisis preparedness journey with our comprehensive Crisis Communication Template. This resource provides the structure and guidance you need to develop a customized plan for your organisation.
Our comprehensive template helps you build a customised crisis communication plan
What’s Included in the Template:
- Crisis team structure and contact information
- Crisis identification and escalation procedures
- Stakeholder mapping worksheet
- Communication channel inventory
- Pre-approved message templates
- Spokesperson designation guidelines
- Approval workflow diagrams
- Monitoring checklist and procedures
- Post-crisis evaluation framework
- Crisis simulation scenarios
Prepare Today for Tomorrow’s Challenges
In today’s fast-paced, always-connected world, crisis situations can emerge and escalate with unprecedented speed. Organisations that invest in crisis communications preparedness demonstrate leadership, protect their reputations, and maintain stakeholder trust even in the most challenging circumstances.
At On The Pulse, we’re committed to helping organizations like yours build the capabilities, confidence, and resilience needed to navigate any crisis effectively. Our expert team brings decades of experience across industries and crisis types to every client engagement.
Don’t wait for a crisis to test your communication capabilities. Contact us today to discuss how we can help your organization prepare for, manage, and recover from crisis situations with confidence and expertise.
Ready to Strengthen Your Crisis Communications?
Take the first step toward comprehensive crisis preparedness with On The Pulse.
Social Media and Crisis Communications
Social media has fundamentally transformed the crisis communications landscape. It has accelerated the speed at which crises develop and spread, while simultaneously providing powerful tools for organisations to monitor, respond to, and manage crisis situations.
Real-time social media monitoring is essential for early crisis detection and response
The Dual Role of Social Media in Crisis Situations
Challenges
Opportunities
Best Practices for Social Media Crisis Management