How to communicate in crisis successfully? The most common mistakes and how to avoid them

Crises in business are not rare. 

PWC survey from 2019 states that on average, every company faces some crisis at least once every five years — but the latest data from 2023 shows that 96% of organizations have experienced some kind of disruption in the past 2 years. Although we often think that it will not happen to us, the reality is different: it is not a question of if it will happen, but when. That's why it's crucial to be prepared. In this text, you will find out what are the most common mistakes in communication during crisis situations and how to avoid them. Whether it is about negative media reports, product problems or internal disagreements, a timely and adequate reaction can significantly affect the reputation and stability of the company. 

How to communicate effectively during a crisis? 

In a crisis, one should turn to the client and approach the problem with empathy. This empathy is directed towards the public and involves messages that make it clear to them that you understand their feelings and fears. It is necessary to instil strength and trust in the organization's decisions, because today in business it is not all about sales and purchases, but about showing a true understanding of consumer needs. A cold approach and lack of empathy are often inappropriate and tell people that your company is not being honest in its performance — and nearly 90% of people consider an organization's reputation when making purchasing decisions. 

What to do when a crisis happens? 

When a company faces a crisis, several key steps must be taken in order to effectively resolve the situation and minimize adverse consequences for reputation and business. 

React quickly — it's important to immediately start implementing a crisis strategy and inform colleagues who need this information. 

Analyze the situation in detail after the formation of the team — be sure of what happened, start the process of identifying the cause of the crisis and assess its potential impact on the company's operations. This analysis helps to determine priorities and strategies for solving the crisis. 

Communicate clearly and transparently from the start. Be open about the situation, the measures you are taking to resolve it, as well as preventive measures for the future. Communication should be consistent and aligned with your company's values and mission. 

Monitor social media carefully as they often play a key role in spreading information during crises. Responding quickly to negative comments and actively communicating can go a long way in preserving your reputation — if your information is faster than speculation and theory, you reduce the chances of losing control of the narrative. 

What are the most common mistakes in crisis communication? 

Sending contradictory information can confuse and lead to mistrust of the brand. 

Shifting the blame, that is, pointing the finger at others instead of accepting and taking responsibility, can threaten the brand's reputation. 

Empathy is key. Neglecting the needs of customers and lacking connection and compassion for both customers and employees can jeopardize the success of a brand. 

Avoiding to recognize that the company is in crisis and pretending that there is no crisis can only worsen and lead to an even more serious crisis. 

You can read about the mistakes of large companies that almost cost them their reputation in the following text at this link.