The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO George Kurtz issued a specific, fact-based statement within hours of learning that there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and can strike at any moment, leaving businesses scrambling to respond. Having a crisis communication plan in place is essential to safeguarding your company and brand reputation. It empowers a quick and accurate response and should be built to express empathy.
Take These Steps In A Crisis
- Be first with the news. Audiences have high expectations when it comes to crisis communications and expect to be notified right away. Social media enables information to travel incredibly quickly, and in the absence of communications from the company itself, audiences will make assumptions — usually for the worse. It is better for companies to respond with the information they have rather than wait to make a statement until every detail is in place. Inform audiences with precise information and let them know when you will provide updates. Be ready to monitor news and social channels for sentiment analysis, and respond accordingly.
- Communicate what you know. While being first out with your message is critical, so is accuracy. To help ensure that you can issue messages quickly with the right information, prepare crisis scenario-specific drafts and templates that can be quickly adapted to the actual situation as part of your crisis communication plan. Develop key messages, FAQs, and other content formats that align with identified crisis scenarios and audiences. Have clear roles and responsibilities assigned with the appropriate executives, communication leads, and legal advisors who will take charge during a crisis and verify the facts.
- Show empathy. When a crisis hits, people and businesses are often negatively affected, and they want recognition for their suffering. An apology can feel like a concession or admission of guilt, something organizations are hesitant to offer when they don’t have all the facts. But an apology doesn’t have to be an admission to guilt. Acknowledging that a crisis has caused inconvenience, suffering, harm, disruptions, etc., shows that a company cares about the people and considers their needs. Ensure that designated spokespeople understand the value of empathy and embed it in your crisis communication response.
How a business responds in a crisis speaks volumes about its values. Demonstrating accountability, empathy, transparency, and consistency in your communications can turn a crisis into an opportunity to strengthen your brand. By focusing on the importance of responding quickly and accurately with empathy, and building a resilient communication framework, your company can better navigate crises and maintain trust. Remember, the best time to prepare for a crisis is before it happens. Forrester clients can access the report, Creating A Comprehensive B2B Crisis Communication Plan, and schedule a call with us.
