Communicate like you’re always in crisis – because you are
How do you know when you need to launch into crisis communication mode?
Back in the day – when there were a limited number of ways to communicate – we had more time to work out if a situation was a “crisis” or just a problem that could be addressed.
No such luxury in 2025.
You’re facing issues and challenges every day. The speed and breadth of communication means any one of them could spiral into a business-crippling crisis.
Then there are the problems that don’t impact your operations – so they’re not a crisis in the traditional sense - but they can kill your reputation.
It’s all become very nuanced.
Let’s not get hung up on descriptions. Whether you call it an issue, problem, disruption or reputation risk, your communication needs to be consistent and clear. Don’t wait to decide whether it’s officially a crisis.
Communicate transparently every day and you’re safeguarding your organisation – and yourself – from major reputation hits.
If something does go wrong:
Be open with the people who are directly affected.
Communicate with a straight bat, both in the public spotlight and behind closed doors. Behave impeccably, ensuring you have nothing to hide.
There’s no launching into crisis mode any more. We’re permanently in it.
