How to speak with clarity and authority during a crisis

When disasters strike, people become overwhelmed. Chaos spreads rapidly. When crises occur in your company, many will turn to leadership for information, solutions, and reassurance. As a leader, you can help minimize damage and restore order by speaking with clarity and authority. 

This is why effective crisis communication can be so impactful. Use these tips to guide stakeholders, employees, and the public through the storm with clear, confident, and consistent messaging.

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Stay calm and project confidence

Trust is key when navigating a crisis. When people look to you for facts and solutions, keeping your cool and speaking confidently will foster trust and assure them that you have their best interests at heart. The human brain is wired to respond positively to confident voices, as neuroscientific research by the University of Sussex shows. Communicating effectively in a crisis can reduce your audience’s anxiety and enhance message retention.

Everything about your communication should convey confidence — your body language, your tone of voice, and the words you choose. Don't leave room for speculation or emotional responses that could spiral into chaos. Rely on facts. Use a steady, measured approach. Demonstrate to your audience that the crisis is under control.

When you project confidence in crisis communication, your audience will trust you to manage the situation and be more inclined to follow your instructions.

Keep your message clear and concise

During crises, it’s natural for people to panic. They want to know what's happening in an unexpected situation. To communicate information effectively, stick to the most important facts and deliver them in a way that's easy to understand.

• Use simple, direct language.

Don't use jargon and technical terms.

• Limit your message to a few main points.

Bombarding your audience with information can cause confusion.

• Repeat critical information.

Reinforce key takeaways to make sure your audience remembers them.

According to the Centers for Disease Control and Prevention, people can typically only absorb a few important messages during a stressful situation, so remember to be concise and clear.

Be transparent and honest

Credibility is crucial during a crisis, especially when your brand’s reputation is on the line. Withholding or distorting information could ruin your credibility, destroy your audience's trust in your character and abilities, and escalate the situation. 

To protect your credibility, communicate all important information. Be transparent about what you know and don’t know. Outline your plans to resolve the situation. And if you don’t have all the answers, commit to providing updates.

• Acknowledge the situation honestly.
• Explain what you’re doing to resolve the crisis.
• Set realistic expectations for updates and resolutions.

Adapt your message for different audiences

Each of your audiences has different concerns and needs, so tailor your communication accordingly. A brand crisis is relevant to employees and stakeholders, while an earthquake affects entire communities. How you relate your information to each audience significantly affects their cooperation and trust in you.

• Instruct employees. 

Provide clear instructions on how to respond and reassure them about their roles and safety.

• Address customer concerns.

Explain how the situation affects them and what actions you are taking to help.

• Inform the media and public.

Deliver factual, authoritative statements to maintain trust and credibility.

Use multiple communication channels

Repeating your clear, concise information on multiple channels is a good idea. If you convey vital information through a single medium, there’s no guarantee that everyone will receive your message and understand the situation. To reach the widest possible audience, use:

• Company website updates
• Social media announcements
• News releases when necessary
• Internal emails and meetings
• Live or recorded video statements

Example: During the pandemic, the World Health Organization and CDC informed the public through daily press briefings, social media posts, and live video updates. 

Anticipate and address questions proactively

Uncertainty makes people quick to play the blame game during a crisis. Quick thinking is necessary to address your audience’s concerns before more issues arise. Being proactive helps secure your audience's trust in your leadership abilities. It also allows you to prevent the situation from deteriorating.

• Develop a Q&A document.

This helps ensure your spokespeople give consistent responses.

• Keep tabs on social media feedback and news coverage.

Adjust your messaging to clarify any misinformation.

• Be available for follow-ups.

Maintain an open line of communication with stakeholders and media outlets.

Fact: A Pew Research survey found that 54% of American adults rely on social media at least sometimes for news. This highlights the importance of monitoring and responding to social media activity in real time.

Show empathy and accountability

Communicating clearly and authoritatively during a crisis also involves vulnerability and empathy. People want to know that you understand their concerns and emotions and take responsibility where necessary. 

Whenever possible, take time to discover how your audience is doing and what they need. Make an effort to communicate with them face-to-face or at least via video meetings. Connecting with people on a personal level shows that you care about their well-being.

• Acknowledge how the crisis affected them.
• Express genuine concern and commitment to finding a solution.
• Avoid shifting blame or downplaying the situation.

Empathy-driven messaging can significantly increase public, employee, and stakeholder trust. This is essential when navigating a crisis so you can resolve the situation effectively.

Provide updates

Communication shouldn’t stop after your initial response to a crisis. Regular updates help maintain your audience’s confidence and demonstrate your commitment to resolving the situation. 

• Set a schedule for updates.

Even if there’s no new information, reassure stakeholders that you’re actively managing the situation.

• Summarize key points from previous updates.

This reinforces understanding and prevents misinformation.

• Share what you’ve learned.

Explain how the crisis has taught you valuable lessons for future actions or policy changes.

People view organizations that provide regular updates as more trustworthy than those that remain silent or withhold information. 

Additional crisis management tips

• Have a crisis management plan and test it before a crisis hits.
• Help your team portray a united front.
• Act with courage.
• Train your spokespeople and employees in crisis management.
  
  

Crisis management that retains credibility 

Speaking with clarity and authority during a crisis can mean the difference between maintaining trust and losing credibility. When you keep your cool, communicate effectively, and connect with your audience on a human level, you can manage a crisis while keeping your credibility intact.

Do you need expert guidance for your company’s crisis communication strategy? Take a proactive approach with CrisisPoint to protect your brand from harm.

Photo by Nataliya Vaitkevich