“I just need a statement.”

We hear this all the time. But it’s not true. If you think you’re going to solve a crisis with a handful of words, you’re in for a surprise. 

What you need is never JUST a statement. It’s how to communicate effectively during a crisis. You have many audiences, and they all have different needs.

A statement fits into the overall strategy, but it’s only a fraction of everything that needs to be deployed.

 

Having a statement ready to use proactively is wonderous!

Better to be prepared and never have to use it vs. scrambling to put something together after something bad has already happened. Not only will you have the most options available to you, but the longer runway will also alleviate the added stress during a rushed situation.

 

Throwing around “No comment” or burying your head in the sand are entirely unacceptable.

Yes, there are instances where not responding is okay — for example, not engaging with Internet trolls. But “No comment” makes you look guilty. Also, burying your head in the sand and pretending that “If I can’t see you, you can’t see me” isn’t a good strategy for protecting your reputation.

 

For more tips and tricks on how to manage the message so you can protect and save your reputation, check out one of our Crisis PR Guides.

 

Preparing a statement to respond to people already demanding answers is critical.

Time is of the essence if people are already knocking down your proverbial door. You realize that it’s not a one-and-done situation and that there are ongoing crisis communication considerations. You’ve overcome the fear of wanting to hide, but you don’t know how to go about putting words on the page. Why? Because you’re too busy thinking about all the other moving parts and have analysis paralysis.

Not sure what that looks like?

Crisis communications examples are all around us, but you may not even realize it. Communicating in times of crisis is all about talking with (not at) people.

 

Here’s how we saved a company from losing over $5 million in sponsor and partnership deals by looking at the situation holistically:

Client: The company’s been sued. We just need a statement that we can use if the media calls. 

Us: Who are you most concerned about?

Client: Losing our sponsors. Actually, we’re in negotiations with a large new account, and this could kill the whole deal. 

Us: What’s your plan to reassure them that you’re handling this situation and that this suit shouldn’t have blowback for them?

Client: Oh god! I hadn’t even thought about that. Nothing. I should email them right now. 

Us: Hold on. Your relationship with them is very high-level and personal. You don’t want to send them an email. This requires a more personal touch. You need to call them and have a conversation about it.

Client: I have no idea where to start. 

Us: Totally understandable. What conversations have you already had with your employees?

Client: Nothing yet. Do you think I should?

Us: If what’s alleged in this suit is true your company may lose so many partners that it may put the company at risk. Your employees need to be reassured that they’ll still have a job and that you’re taking care of the situation. 

Client: I had no idea this one lawsuit would impact so many parts of running my business.

Us: It’s all interconnected. We’ll walk you through our framework, show you where you need protection, and prepare you for it. We’ve got you covered.

 

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Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.

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