The art of crisis communication: Preparation and responsiveness in uncertain times

Every organization can unexpectedly face a crisis: think of a car manufacturer that has to recall thousands of vehicles due to a brake defect, a food brand that suddenly makes the news because of a food safety scandal, or a technology company dealing with a data breach where sensitive customer information has been leaked. The impact of such a situation can be enormous, both financially and in terms of reputation. Effective crisis communication is therefore essential to limit damage and maintain the trust of stakeholders. Companies that are well-prepared are more likely to emerge stronger from a crisis. In this article, we discuss the most important steps organizations can take to be prepared for potential crises and how they can respond quickly and effectively during a crisis.

Preparation: the crisis communication plan

One of the most important elements of crisis management is preparation. A well-developed crisis communication plan forms the core of a successful response. The plan must clearly outline which steps need to be taken in the event of a crisis and who is responsible for executing them.

What does a crisis communication plan include?

1. Identification of potential risks: It is crucial to identify potential crises that could affect the company. This can range from product recalls to IT breaches or public scandals.
2. Establishing a crisis communication team: Appointing a crisis communication team is essential. This team should consist of experienced employees, including the CEO, the communications director, legal advisors, and representatives from relevant departments.
3. Clear division of roles: Each team member must know exactly what their role is during a crisis. This prevents confusion and ensures the smooth execution of the plan.
4. Pre-written statements: Drafting standard messages for various crisis scenarios helps to respond quickly and accurately. These messages should be flexible enough to be adapted to the specific circumstances of the crisis.
5. Monitoring system: Companies must continuously listen to what is being said about their brand, both in traditional and social media. Through real-time monitoring, companies can detect potential crises before they escalate.
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A recent case that shows how important preparation is, is the Facebook outage of October 2021. Due to a technical error, Facebook, Instagram, and WhatsApp were inaccessible worldwide for hours. Although the outage itself caused a crisis, the quick recovery, accurate informing of users via alternative channels such as Twitter, and briefing the press ensured that the damage to the company's reputation remained limited. Facebook had a clear plan and a team ready to handle the crisis.
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Spokesperson training

A crucial step in crisis preparation is training your spokespeople. The person representing the company plays a key role in how the crisis is perceived. This could be the CEO, but also the communications or PR director.

What should spokespeople be trained on?

1. Clear and coherent messaging: A spokesperson must be able to convey complex information clearly and concisely. They should be prepared to answer difficult questions without disclosing unnecessary information.
2. Calmness and professionalism: During a crisis, there is often an emotional charge, both internally and externally. A spokesperson must remain calm and controlled, even under pressure.
3. Media relations: It is useful to build existing relationships with journalists and media outlets before a crisis strikes. A good rapport with the press can help convey your message in a positive way during a crisis.
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A good example of a successful spokesperson is Mary Barra, CEO of General Motors, who took the lead again in 2021 when GM faced supply chain and production disruptions due to the COVID-19 pandemic. Her clear and empathetic communication regarding the challenges GM faced, combined with her leadership in implementing new ways of working, helped manage the crisis.

Fast and transparent communication

Speed and transparency are crucial during a crisis. The public, customers, employees, and the press expect a company to respond quickly and keep them informed about the situation.

Why is fast communication important?

1. Maintaining control of the narrative: In a crisis, information can spread rapidly via social media and news reports. If the company does not communicate quickly itself, others may fill in the blanks, often in a damaging way.
2. Building trust: By communicating quickly and openly, an organization demonstrates accountability and commitment. This helps build trust and maintain a positive perception, even in difficult times.

Transparency as a core value

The public values transparency. Companies that are open about what happened, what steps they are taking, and what lessons they are learning are generally viewed more positively than companies that try to cover up mistakes. Hiding information can lead to greater distrust and can cause irreparable damage to a reputation.

An example of fast and transparent communication comes from Starbucks in 2018. Following an incident in which two African American customers were arrested at a Philadelphia location, CEO Kevin Johnson responded quickly by offering a public apology, suspending the staff involved, and organizing a nationwide day of diversity training for employees. This direct and open approach helped Starbucks mitigate the damage.

The crucial role of leadership during a crisis

The organization's leader plays a central role in how a crisis is managed. A CEO who takes responsibility and remains visible during times of crisis can make the difference between restoring trust and losing credibility.
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What makes a leader effective in times of crisis?

1. Presence and engagement: A CEO must be personally involved in the crisis response. The public wants to see that the leader takes the situation seriously and is actively working toward a solution.
2. Showing empathy: During a crisis, it is important for the leader to show empathy for those affected. Whether it concerns customers, employees, or the wider community, a leader who demonstrates emotional intelligence can restore trust more quickly.
3. Strategic vision: Beyond the immediate response, a leader must also think about the long term. What steps need to be taken to prevent future crises and to restore the company's reputation?

A prime example of strong leadership was provided by Marc Zwaaneveld during the crisis at bus manufacturer Van Hool. In January 2024, Zwaaneveld was appointed as interim crisis manager and co-CEO alongside incumbent CEO Filip Van Hool. The family business, an independent manufacturer of buses, coaches, and trailers, had fallen into a poor financial position due to external factors, among other things, and was ultimately declared bankrupt in April 2024 due to an unresolved inheritance issue within the Van Hool family. Throughout this time, the employees remained calm, which was largely due to the candid, direct, empathetic, honest, and authentic communication from Marc Zwaaneveld. There were no strikes, no picket lines were ever formed, and no tires were set on fire at the company gates. The various updates and openness regarding the financial situation of the struggling company ensured understanding and composure. This remained true even up to the announcement of Van Hool's bankruptcy on April 8, 2024, when 2,500 people lost their jobs.

Conclusion

Crisis communication requires preparation, speed, transparency, and strong leadership. Companies that have an effective crisis communication plan, train their spokespeople well, communicate quickly and honestly, and have a leader who takes responsibility have the best chance of emerging stronger from a crisis. By taking the right steps before, during, and after a crisis, organizations can not only limit the damage but also build trust and loyalty for the future (at least... if there is still a future).

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