When things feel uncertain, your message matters more than ever.
Every organization, no matter how mission-driven, will face hard moments. Budget cuts. Public missteps. Social or political upheaval. In these moments, how you communicate can either anchor your community… or unravel trust.
Crisis communications isn’t about spinning. It’s about showing up with humanity, clarity, and courage.
What Strong Crisis Comms Includes
1. Speed: Don’t wait for the “perfect” message. A holding statement shows you’re present and paying attention.
2. Clarity: Use plain, direct language. Avoid jargon or internal speak.
3. Empathy: Acknowledge emotion. People don’t just want facts — they want to feel heard.
4. Consistency: Avoid conflicting messages across platforms or spokespeople.
Crisis Template Example You Can Customize
“We know this moment is difficult. We’re listening, we’re learning, and we’re committed to [brief action or reflection]. We’ll continue to share updates here and invite you to [next step, resource, or engagement opportunity].”
Crises reveal character — and communications shape perception.
Make sure your message reflects both leadership and care.
