Crisis Communication for Businesses: What Truly Counts Now

The Key Elements of Effective Crisis Communication

Crisis communication is a strategic process. These elements form the foundation of successful communication in critical situations:

Act Early – Secure Control and Narrative Authority

The first hours are crucial. Being visible during this phase helps maintain trust. Communicating early does not mean knowing everything – it means showing responsibility. A simple statement like, “We don’t have all the details yet, but we will provide regular updates,” creates calm and signals control.

• Release relevant information early – before other sources shape the narrative.

• Use holding messages when details are incomplete, allowing time for analysis and coordination.

• Provide regular updates during prolonged crises.

Attitude and Values

Crises always have a human dimension. In these moments, attitude matters: people respond not only to facts but also to tone, underlying values, and demonstrated empathy. It is about visibly taking responsibility – using language that acknowledges those affected, addresses their concerns, and actively offers solutions. Showing understanding, expressing regret, and providing concrete support are essential for maintaining credibility and acceptance.

• Empathy demonstrates responsibility and connection to those affected.

• Outlining an appropriate solution builds trust in the organization’s ability to act.

• Personal contacts and authentic quotes enhance effectiveness.

Presence – Leadership Needs a Face

In a crisis, visible responsibility is crucial. People respond less to slogans and more to emotions and faces. Leaders appearing publicly should be prepared – professionally, rhetorically, and emotionally. The combination of inner attitude, clear content, and practiced delivery ensures that presence contributes to successful crisis communication.

Truthfulness and Process Communication

In dynamic situations, the process matters as much as the outcome. Truthfulness means being honest about the current state of knowledge. Process communication structures this honesty – through regular updates, clearly documented, with time references. This builds credibility in the process, even when facts are missing or evolving.

• Use appropriate tools for process communication, such as microsites.

• Ensure regular updates are provided.

• This also lays the foundation for a professional dialogue with the media.

Clarity in Language and Structure

In crises, information grows exponentially while helpful orientation diminishes. Communication scholar Prof. Bernhard Pörksen calls this the “dissolution of knowledge”: everything is available, everything exists side by side, nothing has weight. The challenge is therefore not: How do we reduce information? but: How do we create meaning when everything speaks at once?

• The Masterstory provides structure and forms the framework for a “one-voice” approach.

• The more complex the situation, the simpler the sentences must be. Technical jargon and passive constructions are detrimental in crises.

• Content must be accurate and meaningful – factually correct, structured, and insightful.

Relevance and Target Groups

Not all information is equally important to everyone. Successful crisis communication starts with listening: Which questions keep recurring? What are the expectations? Answers must be prioritized by audience – customers, employees, and media all need different information. Based on the Masterstory, this means creating target-group-specific, relevant extensions.

Media Literacy – Especially in Social Media

The digital public sphere means every message is immediately mirrored, commented on, and interpreted. To navigate this effectively, organizations need media literacy – the understanding of how content evolves across different channels and how AI and fake news change the playing field. A key principle for companies in crises: define one central channel in the digital owned media space. Crisis-related information is consolidated in this channel (e.g., a newsroom or microsite) and linked across all platforms. This ensures control, even in a complex digital environment.

Structure and Preparation

Crisis communication thrives on clear structures and thorough preparation. Defining processes, responsibilities, and communication lines in advance allows teams to act in a controlled and confident manner under pressure.

Three key components help maintain oversight during a crisis:

• Crisis Plans and Manuals: Define responsibilities, decision-making pathways, and approval processes. This ensures everyone on the crisis team knows what to do—without losing time.

• Checklists and Text Templates: Ensure nothing is overlooked, provide ready-to-use communication elements, and create a clear time advantage in responding.

• Regular Simulation Trainings: Realistic exercises prepare the team for actual crises. Routine develops, uncertainties are reduced, and practiced processes become automatic in critical moments.