How can you provide context in a crisis communication situation?

1 Why context matters

Context is the background information that gives meaning and relevance to your communication. It helps your audience to interpret your message, to empathize with your situation, to trust your credibility, and to align with your goals. Without context, your communication may be misunderstood, ignored, or rejected. In a crisis situation, context is especially important because it can reduce uncertainty, anxiety, and confusion. It can also prevent misinformation, rumors, and speculation from spreading.

2 How to provide context

To provide context in a crisis communication situation, you need to consider four aspects: the situation, the impact, the actions, and the expectations. Each aspect answers a different question that your audience may have and helps you to structure your communication.

3 The situation

The situation is the answer to the question: What happened? It describes the nature, scope, and cause of the crisis, as well as how you became aware of it and how you are monitoring it. To ensure clarity and accuracy, you should use precise language and avoid vague or ambiguous statements. Additionally, it is important to be timely and consistent with your updates and coordinate with other sources of information. Moreover, you should be honest and transparent about the severity and uncertainty of the crisis, without hiding or minimizing any facts.

4 The impact

The impact answers the question: How does it affect me? It describes the consequences and implications of the crisis for your audience and other stakeholders, while expressing your empathy and compassion. To provide context for the impact, you should be specific and relevant to address the concerns of your different audience segments, supportive and respectful to recognize their feelings and emotions, and positive and hopeful to highlight strengths and opportunities. Offer assistance and resources, as well as emphasize shared values and vision.