Communicating in a Crisis: The Holding Statement

Drs. Deanna and Timothy Sellnow?

One of the most challenging tasks for communicators in a crisis is to stay ahead of it.?

In other words, a good crisis communicator wants to be in front of multiple stakeholders—government authorities, the media, and the general public— knowing what is happening from moment to moment and having the ability to make informed decisions on how to react.?

This is not easy. Rarely, will you know all the answers to the questions posed. Although you may want to play it conservatively and wait until you are fully informed before responding. Doing so may be impossible in a fast-moving event.

Why? In part, because it is vital to stay ahead of rumors and misinformation. A severe issue could become a much larger crisis unless you identify the problem early and react quickly and adequately to it.?

We recently returned from Ankara, Türkiye, where we attended a conference discussing the earthquake that devastated eastern Türkiye earlier this year. One major issue they faced was the public’s perception that the government’s response to the crisis was too slow.?

With an estimated 50,000 victims, clear communication was paramount. The disaster was unprecedented, accurate information was initially difficult to ascertain, and crisis responders were overwhelmed. The best advice for communicating effectively in such chaotic circumstances is to openly share what is known, admit what is not yet known, and promise to gather and share new information as it becomes known.?

When a looming crisis is misinterpreted as a minor problem, it can quickly evolve into a Frankenstein. In these situations, problems are ignored and kicked to the curb until it is too late. Rumors can spread out of control.?

One valuable tool for keeping ahead of a crisis is the "holding statement."?

For example,?

"ABC Corporation is aware of the explosion at our cement plant in North Chicago. We understand there are fatalities. We are working closely with authorities and will get back to you with more information as we have it. Our thoughts now are with the victims."

A holding statement grants time. However, it is incumbent on the crisis communicator—in this case, the ABC Corporation—to follow up as soon as possible with more information.?

One way to gather more information is to engage the company's employees as “scouts.”?They are often on the “front line” and have a vested interest in the outcome.?

Remember that the first questions an organization’s spokesperson will be asked during a crisis are,

"What do you know, when did you learn about it, and what are you doing now?"

The holding statement is one tool for responding effectively.