Crisis communication
Crisis communication is how an organisation speaks and acts when something goes wrong, such as an accident, a complaint going viral or a damaging rumour. The aim is to be quick, honest and clear, to protect people first and to preserve trust.
In practice
What it means when you are the one making the decision.
Preparation does most of the work. A simple plan names who speaks, who approves statements, how information reaches staff and customers, and which channels are used. Drafting holding statements in advance means a calm first response instead of a rushed one.
In the moment, facts come before spin. Acknowledge the issue, say what is being done, correct errors promptly and keep updating. Silence or denial usually makes things worse, and legal advice should be taken where the situation requires it.
Example
A clinic receives a public complaint. It replies quickly, states it is looking into the matter, contacts the person directly and later shares what changed.
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