In the past, organisations had a day or two to analyse and respond to crisis. Today, you have just 30 minutes to speak up. If you don’t, someone else will take control of the narrative, and by then, it’s often too late to limit the damage.

That’s why crisis communication isn’t a button you press when things go wrong. It’s a skill your organisation must build systematically and continuously.

What Is Crisis Communication and Why Does Everyone Need It?

Crisis communication is a set of strategies, tools, and procedures that help organisations manage public perception during turbulent times. Crises can include:

  • Cyber attacks
  • Safety incidents
  • Reputational threats
  • Employee dissatisfaction
  • Event or product cancellations

It’s not a question of if a crisis will happen, but when. The worst mistake is to be unprepared.

The Core Elements of Effective Crisis Communication

Speed

Reaction time is everything. Your first statement doesn’t need all the answers, but it must set the tone, show responsibility, and demonstrate transparency.

Consistency

Every platform and spokesperson must communicate the same message. Inconsistency breeds doubt, and doubt erodes trust.

Empathy

Crisis communication isn’t just about protecting your brand. Your audience, users, and community must be at the centre. Admitting mistakes is often more powerful than hiding the truth.

The Most Common Mistakes in Crisis Communication

  1. Delayed response – the most costly error
  2. Ignoring the platforms where the crisis is escalating – often social media
  3. Defensive communication – shifting blame instead of showing accountability
  4. Poor preparation – a “crisis plan” buried in a folder no one ever opens
  5. Untrained team members – communicators who panic because they’ve never faced a real crisis

How to Prepare for a Crisis—Before It Happens

Real crisis communication starts in calm times. That’s when you build your foundation. Here’s how:

  • Create a crisis communication plan – include possible scenarios, responsible roles, and clear protocols
  • Run simulations – a plan on paper means nothing without testing
  • Train your team – everyone must know what to do in the first two hours
  • Keep data and contacts up to date – in a crisis, you won’t have time to search for your IT department’s number

Crisis Communication Tools—Practice Builds Confidence

Digital tools now allow for realistic crisis simulations, known as Crisis Simulation tools. They test:

  • Reaction time
  • Team coordination
  • Message quality
  • Narrative control

These exercises help you find your weak spots—before the media does.

Education and Crisis Communication: The Key to Long-Term Resilience

During a lecture at the University of Sheffield, we discussed a crucial question:
If we know how crisis communication works, why is it still handled so poorly?

The answer is simple: people aren’t trained—often not even communicators, and certainly not management. That’s why it’s vital to:

  • Include crisis communication in internal training programmes
  • Develop decision-making skills under pressure
  • Raise awareness about the importance of prevention

Preparation Gives You an Edge

You can’t prevent every crisis. But you can prepare:

  • A first draft of your statement
  • A chosen spokesperson
  • Defined communication channels
  • Internal response protocols

Those first 30 minutes are everything. Act clearly and responsibly, and you control the crisis. Fail to do so, and your reputation is no longer in your hands.

Crisis Communication Is Not Improvisation

In today’s digital world, a crisis can erupt at 3 a.m. and be over before breakfast—leaving lasting damage. That’s why crisis communication must be an ongoing strategy, not just a reactive measure.

Invest in preparation. Train your team. Simulate real scenarios. Because when crisis knocks, what matters most is who opens the door—and what they say.