When a PR crisis hits – whether it’s an internal issue, a legal matter, or a rumour running wild, the press (and the public) will be looking for answers.
And that’s where your crisis statement comes in.
It’s often the first thing people will see or hear from your business during a difficult time, so getting it right is crucial. At the Inspiration Agency, we’ve helped steer many clients through sticky situations, and one thing always stays the same – the importance of a clear, confident statement.
Here’s how to prepare one that does your brand justice.
Your statement needs to be clear, informative and straight to the point. A good way to structure it is by using the classic ‘5 W’s’ approach:
- Who is involved?
- What has happened?
- Where did it take place?
- When did it happen?
- Why is this being addressed now?
Using this framework helps make sure you’re not leaving room for confusion or speculation. And just as important is the who is responsible for delivering the message. Ideally, your CEO or Managing Director should be the one to speak on behalf of the company. A single trusted voice shows leadership and keeps things consistent.
Show That It’s an Isolated Incident
One of the most powerful things you can do in a crisis is remind people that this isn’t the norm. Make it clear that this is an outlier and not reflective of your business as a whole.
Refer to your usual standards, values or track record to show that this isn’t business as usual. You want people to understand that while something has gone wrong, you’re taking it seriously and working to make it right.
Speak With Empathy and Share What You’re Doing About It
People want to see that you care, which is why it’s key to show that you’ve acknowledged what’s happened and you’re not brushing it under the carpet.
Our top tip is to use language that shows empathy. Say things like “we understand the concern” or “we acknowledge the impact.” Then follow that up with practical steps – even if it’s just the start of a plan. Let people know you’re “taking appropriate measures” or “working with relevant authorities” to address the issue.
Being proactive and compassionate goes a long way in building trust.
Stick to the Truth
Above all, be honest.
It can be tempting to gloss over the details or try to downplay the situation, but the truth will come out – and if it looks like you’ve hidden anything, that’s when reputations really take a hit.
Before putting out any statement, make sure you’ve gathered all the facts. Then speak openly and clearly about what you know, what you’re doing and how you’re moving forward.
Need Support? We’re Here to Help.
Crafting the right message under pressure isn’t always easy – but you don’t have to do it alone.
At the Inspiration Agency, we help businesses prepare strong, sensitive and strategic crisis statements that tackle the issue at hand while protecting your long-term reputation.
Whether you need a quick turnaround statement or a full crisis communications strategy, we’re always just a call away, get in here!