How to Communicate During a Company Crisis

Even the best-laid plans of a profitable company can go wrong to such an extent that the company is faced with a disaster that affects its own employees.

This is an incredibly unenviable position for any company to find itself mired in because a publicly traded company thrives on the continued investment and trust of its shareholders.

Avoid Problems

If shareholders perceive the company to be ineffectual in its response to an incident the company’s own technology caused, their likely withdrawals will hasten the company’s downfall all the more profusely; to avoid such a plausibly fatal downward spiral, there are several key preparatory measures any company should take every opportunity to pursue.

Likewise, there are good ways and bad ways for a company to act once a crisis has taken place.

Preparing for a Possible Crisis

Obviously, a company needs to be aware of any possible problems with its work environment’s regular procedures that can spontaneously transpire and become national news.

In order to be relatively sure that any holding statements that may be issued to the public right after an incident takes place comes across as sincere, a company must study its employees and other persons who hold stakes in the company’s business. You can contact a crisis management PR firm for help.

Choose Who Speaks for the Company

The company must choose the appropriate executives associated with it to speak alongside the CEO as its potential representatives when the need arises.

crisis management PR

If a company does not have enough senior staff versed well enough in the sensitive language of crisis communications, it must hire the services of an external company that focuses on public relations.

The holding statements themselves, meanwhile, must be well-considered and articulate enough that the company can tell the public with an air of assurance that it will have enacted a relevant response plan appropriate to any crisis that has just taken place.


The executives issuing the responses must therefore be familiar enough with how the company’s services and inner workings are supposed to work that they can quickly grasp why something may have gone terribly wrong.

One of the worst possible responses to tell the public otherwise is to say that the company does not have a comment at present.

Damage Control and Handing the Aftermath

As important as a prompt response to the public is when something disastrous and dangerous happens under a company’s watch, the company should not actually say anything prematurely if it does not yet have all of the necessary information.

If a company’s crisis communication specialists say something to the public only for those statements to be revealed as inaccurate or misleading a short time later, that will reflect very poorly on the company’s credibility in the long term.


As might be expected, one of the biggest priorities that any company has following the resolution of a crisis that has just taken place at its workplace is to study both the circumstances that led up to it and the efficiency of the company’s subsequent response efforts.

The company must learn whatever it can from the incident to both minimize the risk of a similar incident taking place in the future and optimize the quality of its response procedure.

One thought

  1. I worked at a company that had an embarrassing mistake that took months to clean up their image. Great tips.

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