How to Manage Crisis Communication Through Press Releases
PR Thrive
How to Manage Crisis Communication Through Press Releases
In times of crisis, effective communication can be the difference between success and failure. This article delves into key strategies for managing crisis communication, featuring insights from industry experts. Learn how to communicate swiftly, time your messages strategically, and build trust through proactive measures.
- Communicate Swiftly With Audiences
- Timing Is Critical In Crisis Management
- Meet People Where They Are
- Proactive Communication Builds Trust
Communicate Swiftly With Audiences
Recently, I had to manage a crisis communication situation through a press release.
To give some context--Jooble, the international job aggregator I work for, officially exited the Russian and Belarusian markets in February 2024, following Russia's invasion of Ukraine with Belarus's support. As a result, we lost access to the company's domain names in these two countries. However, over time, we noticed that someone in Russia and Belarus had launched job search websites on those domains, using Jooble's name and an identical design.
The first thing we did upon discovering this was to issue a press release outlining the situation, our stance, and the actions we were taking to resolve it. Our goal was to ensure that our media contacts--and, most importantly, our partners--were fully informed and wouldn't mistakenly assume that we had resumed operations in these markets.
From this experience, I was once again reminded of how critical it is to communicate swiftly with target audiences during a crisis. We received support from the media and our partners, as well as gratitude for keeping them informed in a timely manner.
Timing Is Critical In Crisis Management
Navigating a crisis communication situation effectively requires a calm approach and strategic thinking. I once handled a scenario where a product recall needed immediate address due to potential safety risks. The company drafted a press release to inform the public and stakeholders, which was crucial to maintaining the brand's integrity. We focused on transparency, outlining the nature of the issue, the steps taken for resolution, and how consumers could return the product. This upfront communication helped to mitigate negative feedback and maintain customer trust.
From this experience, I learned that timing is critical in crisis management. Releasing information too slowly can escalate worries, whereas prompt communication can greatly control the narrative. It was also a powerful reminder of the importance of having a predefined crisis management plan. This helped us act swiftly and in a coordinated manner without missing critical details. The ordeal reinforced that in times of crisis, being honest and proactive in communication not only resolves the immediate issues but also protects the brand’s long-term reputation.
Meet People Where They Are
One time, I had to handle a crisis for a fintech company when a third-party provider's outage caused a major service disruption. Customers flooded social media within minutes with complaints, and some even speculated it was a security breach.
Our first instinct was to put out a press release--clear, transparent, and action-driven--to control the narrative. But I quickly realized something: a press release is passive. It relies on people finding it, and in a crisis, that's not fast enough.
What worked better? Mass SMS notifications. A quick, direct message to our customer base let them know what was happening, what we were doing to fix it, and where to get updates. It cut down panic and misinformation almost immediately.
The big lesson is that you try to meet people where they are. In high-stress situations, don't just put out a statement and hope they see it, deliver the message straight to them.
Proactive Communication Builds Trust
During a recent service outage at Edumentors, we faced potential backlash from our clients. The key strategy that helped us navigate this crisis was proactive communication. We immediately informed our clients about the issue, explained the steps we were taking to resolve it, and provided regular updates until the problem was fixed. This transparency not only mitigated negative reactions but also strengthened trust with our clients. The experience underscored the importance of honesty and swift communication in crisis management.
