What are the best practices for using press releases during a crisis?

Crisis leaves a lasting impact on stakeholders. The company involved in the crisis must be clear and straightforward in dealing with the situation. Hiding anything may boomerang. First and foremost, be prepared with facts and data on the crisis. - What happened? - When did it happen? - Who was affected? - Was it a human error or a system error? - Who is responsible? - What will happen next? Next, put the facts across relevant media in time to keep the external stakeholders informed about the steps they need to take to resolve the issues they might have. In doing this, cut the fluff and focus on hard facts and actions the company is taking. Nobody wants to hear anything more than that.

For immediate and fluid situations communicating via social media is most effective. You can use an initial press release to announce basic details, a staging area or refer them to follow your socials for updates. The press release to me is a culmination of all the events after it has wrapped up, or to announce an important call to action.

Conduct a thorough analysis of your stakeholders, understanding their concerns, expectations, and information needs. Tailor your press release to address these specific points, showing empathy and consideration for the audience's perspective.

The main thing is not to keep silent about the situation. There have been examples of companies not responding and not engaging with the audience, pretending that the crisis situation has not happened. If this happens, prepare a commentary or press release promptly. It is best if the CEO speaks on behalf of the company and shows that he or she cares about the situation. Crisis situations may be different, but you should never remain silent about them. Silence will cost your company's reputation more.

Really think about how the situation impacts your audience and what they need from you. Try to see it from their point of view and make sure any statements answer the questions that are likely to come up. If you're getting lots of similar comments or questions early on that haven't been addressed yet, update any messaging as soon as you can to include the answers.

Transparency involves not only providing information but also contextualizing it. Acknowledge challenges, limitations, and potential uncertainties. This approach builds trust by demonstrating an openness to share both positive and challenging aspects of the situation.

The objective of a press release during a crisis is to make it the single point of credible information for everyone. Stick to the most updated and confirmed facts and figures in your press release. Do not forget to add a line about 'developing story' if you are awaiting more information. Do not indulge in guesswork, whataboutery and speculations. In most cases, you/your team might be drafting out the content in urgency and hence an error can occur. Triple-check anything that goes out from your end in case of crisis.

Share facts, statistics, figures and all the data you need to extinguish a crisis situation. Honesty and openness to dialog, responsiveness, and interaction with stakeholders are the main keys to success in this situation.

Always remember the many many cases where hiding or omitting information from an audience, specially during crisis events, resulted in negative outcomes, the most hurtful being the degradation or loss of reputation and trust from the involved stakeholders

Timeliness is critical, but balance it with accuracy. Establish a crisis response team that can quickly assess situations and provide necessary approvals for communication. A well-coordinated team ensures both speed and precision in response.

A holding statement is your best friend while you establish what is happening. Here acknowledge that you are aware of the situation and are investigating it. Depending on the severity of the crisis and how fast paced it is, it could also be wise to advise when you will provide an update - this transparency will prevent media from going elsewhere and show that you are on top of the situation.

Not saying anything pushes media to look for other unauthorised sources of information. So in order to control the fire, best reaction would be to acknowledge the crisis and offer a concise statement at the earliest.

First off, a press release need not be the only tool a PR or Corp Comm professional wields to quell a crisis. In today's age of social media and owned media channels can be used to convey the organization's point of view. Instead of adopting the default "No Comments" strategy, a timely press release can be used to set the record straight, offering 'quantitative' facts and figures and backed with 'qualitative' insights that underscore the organization's stand. And where there is irreparable damage and an apology is due, the communication needs to showcase empathy towards the aggrieved with the intent and plan of action to make amends.

Rarely is it a good idea to rush to issue comment or push out a press statement when a crisis strikes because you’re highly likely to misjudge or completely miss something important. Issuing a holding statement can provide a temporary shield while you gather your thoughts and make your assessment. It can help you regain control of the conversation, manage expectations and set out a manageable timeframe.

Craft your message with simplicity and clarity. Avoid industry-specific jargon and convoluted language. Use straightforward sentences to communicate key points, ensuring that even those unfamiliar with your industry can comprehend the situation.

I look to the The Royal Family's website whenever I'm looking for direct and clear communications. The Royal Communications team issues press releases that are only a few sentences long in times of crisis. Short statements were published fast after news broke of Harry and Meghan's leave and the Queen's death. They know that not saying anything speaks volumes, but a simple statement that acknowledges the mishap and provides some amount of new detail can go a long way.

Consistency involves not only the message but also the tone and timing of communication. Ensure that all departments within your organization are aligned in their messaging. This uniformity minimizes confusion and reinforces the reliability of your information.

The press release should explain the crisis situation. Why did it happen? What are you doing to remedy the situation? Will your audience and customers suffer because of this crisis? What are you going to do next? The answers to these questions will help your audience.

Preparedness involves creating a crisis communication plan ahead of time. Identify potential crises, designate key spokespeople, and establish communication channels. Conduct regular training drills to ensure your team is well-versed in executing the plan. Maintain professionalism in all interactions, reflecting a calm and composed approach.

Check the press release for accuracy, lack of errors, and reliable facts. Utilize all necessary channels for distribution, your blogs and social media, among others. If you receive comments under the press release or email questions, respond quickly and provide a comprehensive answer.

Personal experiences can be powerful anecdotes. Share instances where effective communication strategies mitigated crises. Highlight the human aspect of your organization's response, emphasizing empathy and a commitment to resolving challenges. Reflect on how these experiences shaped your approach to crisis communication.

Swiftly address the situation across both digital & traditional media with clear, concise messaging. Maintain consistent, empathetic messaging across platforms, & use a skilled spokesperson for clear communication, including video & live updates. Address issues transparently, giving actionable steps in digestible formats for online/offline audiences. Update the public with accurate information, adapting to feedback from social listening & traditional media monitoring. Post-crisis, conduct a review of plan, ensuring alignment with digital norms & traditional media leveraging multimedia that is effective, wide-reaching communication. This integrated approach ensures responsive, effective crisis management in a multifaceted media landscape.

When preparing the press release related to the crisis, you need to assess multitude of factors: - Objective responsibility of the organization for the crisis - Stakeholders interested in the crisis - Possible reputational impact towards the stakeholders - Possible moral outrage caused by the crisis and value incongruence between the organization and the stakeholders Situational Crisis Communication Theory (SCCT) can be helpful in suggesting appropriate response, depending upon factors discussed. Moreover, make sure you focus your communication channels to reach the stakeholders interested in the crisis. Broad circulation of crisis response can sometimes "add fuel to the fire" and attract attention of other stakeholders. Handle with care.