Crisis Communication: What Is It and Why Is It Important?
In late 2019, Australia had bushfires raging out of control, resulting in devastating loss of life, wildlife and property.
During the mounting crisis, the media broke that Prime Minister Scott Morrison had gone on holiday to Hawaii. Many Australians were outraged, accusing Morrison of abandoning his country and linking the bushfires to Morrison’s government’s inaction on climate change.
Although Morrison later apologised, the damage had been done, with some commentators speculating that this crisis had “irretrievably damaged” Morrison’s chances with voters.
These days, information spreads fast, meaning crisis communication has never been more important for governments.
But it is also critical for organisations. The ability to communicate information clearly, accurately and empathetically during crises can mean the difference between preserving your organisation’s integrity and facing a potentially irreversible loss of trust and reputation.
For professionals, understanding the fundamentals of crisis communication means equipping yourself to handle high-pressure crisis situations, making it a sought-after skill in today's dynamic business environment.
Let’s explore crisis communications further and how knowing how to build a crisis communication plan can make you more valuable in your current job or more appealing to potential employers.
What is crisis communication?
Crisis communication refers to how an organisation tackles potential threats to its reputation. It's essential for responding to challenges like natural disasters, cyber-attacks and pandemic disruptions that may damage stakeholder trust, public relations and organisational reputation.
Crisis communication helps organisations navigate tough times, respond quickly and appropriately and stay true to their values.
The key components of effective crisis communication, as part of an overall crisis management plan, include transparent messaging and maintaining clear, empathetic lines of communication.
When might an organisation use crisis communication strategies?
These crisis communication examples demand a nuanced crisis communications approach to ensure consistency, mitigate impact and preserve stakeholder confidence.
Financial crises
This might include sudden financial downturns, investment losses or unexpected budget shortfalls shaking an organisation’s stability.
What to do:
- Immediate transparency with key stakeholders is critical.
- Regularly update on steps taken to address the issue.
- Clear, consistent messaging across all channels.
Technological crises
This might mean tech glitches, cybersecurity breaches or system failures that disrupt operations or compromise data.
What to do:
- Promptly acknowledge the issue and its impact.
- Engage with technical experts for credible updates.
- Use social media for real-time communication and updates.
Organisational crises
This could cover a range of issues, from leadership scandals and mergers and acquisitions to drastic shifts in company policy affecting the company’s direction.
What to do:
- Put leadership front and centre to communicate crisis management plans and actions effectively.
- Communicate internally to ensure staff are informed and aligned.
- Make sure external communications convey you’re committed to resolving the matter.
Personnel issues
This involves situations like misconduct among team members, high-profile resignations or internal conflicts that impact the workplace environment and morale.
What to do:
- Disseminate respectful and privacy-aware communication regarding affected individuals.
- Create a clear outline of the organisation's response and measures for prevention.
- Write empathetic and supportive messaging to internal and external stakeholders.
Why is crisis communication important?
Crisis communication is more than simply managing the current crisis. It's about safeguarding your organisation's future. It lays the groundwork for business continuity and resilience, ensuring a company can withstand challenges, protect its stakeholders and emerge stronger on the other side.
Here are some key reasons why robust crisis communication can benefit organisations.
Protect your brand and organisational reputation
Today’s instant communication channels and social media mean news about a crisis can spread rapidly. Effective crisis communication helps you manage the narrative, allowing your organisation to present its side of the story accurately and promptly, which can mitigate potential damages to its reputation.
Ensure customer loyalty
Transparent and timely communication during a crisis demonstrates an organisation's commitment to honesty and integrity. This openness helps maintain customer trust and loyalty, as stakeholders feel valued and respected.
Retain employees
Employees are keenly affected by how their employers handle crises. Effective communication can reassure staff, fostering a sense of security and stability that encourages them to stay with the company.
Control the narrative
By communicating effectively, you can control the flow of information, preventing misinformation and speculation from taking hold. This control allows your organisation to shape public perception and guide the conversation constructively.
Maintain trust
Stakeholder trust is hard-earned and easily lost. Strong crisis communication ensures everyone remains informed and engaged, helping maintain and build trust during difficult times.
Support quick operational recovery
By addressing the issue head-on, organisations can minimise operational disruptions. Successful communication and effective response strategies can facilitate a quicker resolution of the crisis at hand, allowing normal business operations to resume as smoothly and swiftly as possible.
The essential elements of crisis communication
Preparation and prevention
Robust planning is the linchpin of effective crisis communication. Identifying potential crises, understanding your audience and having a clear, actionable communication strategy in place are non-negotiables.
Timely and transparent response
When a crisis hits, time is of the essence. A swift response addressing the issue head-on, offering solutions and communicating what measures are being taken to resolve the situation is paramount.
Empathy and authenticity
Organisations need to communicate with compassion and authenticity during a crisis. Recognising the emotional impact of the situation and responding in a way that resonates with your stakeholders reinforces trust and confidence in your brand.
What is a crisis communication plan?
A crisis communication plan outlines an organisation’s prepared emergency response to a potential crisis or unexpected event. It details the roles of individuals in a crisis management team, key messages and preferred channels for disseminating essential information to stakeholders.
It's a blueprint for handling communication during a crisis, establishing guidelines for how you’ll manage the narrative around your brand and ensuring operational and business continuity throughout.
Tips for effective crisis communication plans
An effective crisis communication plan focuses on the bigger picture rather than just an immediate response. Remember, the goal isn’t just to survive a crisis but to emerge stronger and more connected with your stakeholders than before.
So what elements can help you solidify your crisis communications plan and management framework?
Be open and honest
Transparency is key. Acknowledging uncertainty and being forthcoming with accurate and detailed information helps maintain credibility and trust with stakeholders.
Keep people updated
Maintain communication momentum. It's vital to communicate openly about ongoing developments and correct inaccuracies quickly.
Listen actively and engage
In the heat of a crisis, focusing solely on disseminating your message is easy. But remember, communication is a two-way street. Implement social listening tools to monitor what's being said about your brand online. Engaging with your audience’s concerns and feedback demonstrates you're not just talking at them but with them.
Anticipate scenarios with data analytics
Data analytics can provide insights that help to anticipate potential risks before they erupt. You can proactively adjust your communication strategy by understanding trends, anomalies and patterns in stakeholder behaviours and sentiments.
Emphasise visual communication
Visual content – such as infographics, videos and live streams – can significantly enhance your message's clarity and engagement.
Foster a culture of continuous learning
An adaptable crisis communication plan requires an organisational culture that values continuous learning and iteration. After a crisis occurs, you should conduct post-mortem analyses to identify what worked, what didn’t and how you can improve future responses.
Strengthen internal communications
Efficient and effective crisis communications management starts within. Ensure your internal communications are as robust as your external messages. Platforms like Slack or Microsoft Teams can keep teams connected, aligned and informed throughout a crisis.
Navigate crisis with effective communication skills
Whether you're just starting out or an experienced professional, mastering crisis communication is crucial for confidently leading and safeguarding your company's reputation when it matters most. ECU’s accelerated, 100% online Master of Communication equips you to significantly impact the business world by mastering these vital skills.
You'll learn to craft and implement strategic communication plans that address challenges and influence outcomes while putting people and stakeholder interests first. This will future-proof your career and open the door to a world of industry opportunities, empowering you to make a real difference during critical times.
ECU's flexible online course makes it easy to fit your studies into your busy schedule. You can complete your Master of Communication in just two years and be ready to jump on expanding job opportunities faster.
Combining best practices in online learning and the latest learning technologies, the Master of Communication gives you the same quality of education and learning outcomes as studying on campus – in less time.
Lead the way with foresight, empathy and strategic insight. Start shaping your future today.
Become a master of communication and drive transformation in the world of business with ECU Online's Master of Communication.
Reach out to one of our Student Enrolment Advisors on 1300 707 760, email future.student@studyonline.ecu.edu.au or download a brochure from our website.
