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6 Golden Rules for Successful Crisis Communication

Crises are not only threats – they are also opportunities. Those who are prepared can limit damage, strengthen stakeholder trust, and even emerge from the situation stronger. The effectiveness of crisis communication is a critical success factor. But which principles are essential?

Scenario Planning: Thinking Ahead Instead of Reacting

A key element of crisis communication is proactively anticipating potential developments. Scenario planning allows alternative scenarios to be explored, ensuring that leaders remain capable of action and that communication is prepared in advance.

Important scenarios to consider include:

Best Case: The crisis is less severe than expected; opportunities to strengthen reputation are leveraged.
Worst Case: Maximum escalation and public attention; measures for damage control are ready.
Most Likely Case: The most probable development; serves as a guideline for operational communication.

Using scenario planning enables communication to be managed strategically and flexibly, rather than merely reacting to events that have already occurred.

Masterstory: Aligning All Messages

In a crisis, formally documenting your position is crucial. The Masterstory (core messages) establishes consistent wording that is coordinated with the crisis team, legal advisors, and subject-matter experts.

The Masterstory presents a coherent argument that reflects the current situation.
It places the facts in a broader context.
It forms the foundation for all internal and external communications, ensuring a one-voice policy across all media and channels.

Perspective-Taking: Viewing from the Outside

A company’s internal perspective often differs greatly from the external view of media and stakeholders. Excessive focus on internal details can obscure how the situation is perceived externally.

Key points:

Explicitly distinguish between internal and external perspectives.
Share information externally only when it is relevant to stakeholders.
When in doubt, adopt the public’s perspective.

Demonstrate Empathy: Respond with Understanding

Empathy is essential in crisis communication to reach affected parties, build trust, and enable successful crisis management.

Putting yourself in the other party’s shoes increases credibility and acceptance.
Empathic statements (e.g., expressions of regret, apology, understanding) should be part of press releases, emails, and quotations.
Personal contacts and authentic quotes enhance effectiveness.

Create Transparency: Communicate Openly and Truthfully

During a crisis, the company itself should always be the primary source of information. Open, fact-based, and truthful communication is key to success.

Guiding principles:

Actively seek dialogue with target groups and media.
Provide regular updates during prolonged crises.
Share all facts, including negative ones, and explain why some information may be missing.
Signal willingness to clarify and position the company as the primary source of information.
Respond to media inquiries and provide statements (preferably in writing).
Withhold information only for valid investigative or legal reasons.

Stay Ahead: Maintain Interpretive Authority

Information release in a crisis should be actively managed. Proactive communication allows control over public perception, helping the organization get ahead of other sources (“ahead of the wave”) and secure narrative and decision-making authority.

Release relevant information early—before other sources define the narrative.
Use holding messages when details are incomplete, allowing time for analysis and coordination.
Actively manage communication dynamics to prevent escalation.

Conclusion

Successful crisis communication follows clear principles: plan scenarios in advance, communicate consistently, act with empathy, provide transparent information, and maintain control over the narrative. Companies that adhere to these principles can secure trust even in challenging situations.

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author

Sinje Patron

Sinje Patron is an expert in crisis communication and crisis prevention, with extensive experience in developing and implementing effective communication strategies. She supports companies and organizations in communicating clearly, confidently, and effectively, even in challenging situations. Her focus lies in crafting precise messages, managing sensitive communication processes, and designing crisis manuals as well as scenario-based crisis management exercises.