10 tips on crisis communication

When your organisation faces negative media attention, you can take responsibility through speed, openness and empathy. You will be judged not only by the crisis itself, but just as much by how you handle it.

1. Respect the role of the media

Encourage an open attitude towards journalists and respect the media’s scrutiny. This increases the likelihood that you run an organisation that can withstand critical examination.

2. Build a culture of openness

Promote an internal culture where critical voices are heard. In closed or authoritarian environments, employees may instead choose to leak information to the media.

3. Act as a responsible societal actor

Communicate continuously about how your organisation contributes to society. This strengthens internal responsibility and builds valuable external relationships.

4. Apply the headline test

Ask yourselves: “If this decision appeared on tomorrow’s front page, could we stand by it and explain it publicly?” If the answer is no, reconsider before making the decision.

5. Take the initiative

Disclose shortcomings or emerging problems yourselves before others reveal them. If negative media coverage begins to emerge, avoid the temptation to remain silent and hope the issue will fade away.

6. Be accessible

Prioritise being available to answer questions from journalists. Prepare yourselves by drafting short and clear answers to the questions you are likely to receive.

7. Put all the cards on the table

Provide a complete account as soon as possible, ideally also on your own website. This reduces speculation and prevents a string of new revelations day after day.

8. Show empathy

Take criticism seriously and demonstrate understanding of public concern. Downplaying the problem can easily be perceived as indifference and often leads to tougher follow-up questions.

9. Use all relevant channels

Be active across multiple channels to communicate your perspective. Monitor developments closely and respond quickly to criticism in both traditional and social media.

10. Report on concrete actions

Explain what you are doing to address the situation and prevent it from happening again. For example, will you file a police report, dismiss those responsible or initiate an independent review?