When a crisis hits, people don’t need more information. They need to feel heard. In 2024, after a major power grid failure left millions without electricity for days, one utility company sent out a five-page technical report. Another sent a simple video: a manager standing in front of a darkened substation, saying, "We know you’re tired. We’re tired too. Here’s what we’re doing, and when you can expect light." The second one kept customers calm. Not because it had more data, but because it acknowledged the truth: people were exhausted, scared, and done with empty promises.
People aren’t listening because they’re overwhelmed
Crisis communication isn’t about delivering facts. It’s about managing the emotional weight people carry. In 2023, a Pew Research study found that 68% of Americans felt "emotionally drained" by constant news cycles - from natural disasters to economic instability to political unrest. That’s not just fatigue. It’s a barrier to communication. When you speak during a crisis, you’re not talking to a rational decision-maker. You’re talking to someone who hasn’t slept well in weeks, who’s worried about their job, their kid’s school, or whether the next bill will clear. If your message feels like another demand on their attention, they’ll tune out. The key isn’t to say more. It’s to say it differently.Start with honesty, not optimism
You’ve probably heard the advice: "Stay positive." That’s terrible advice in a crisis. In 2024, a hospital system in Ohio faced a surge in patient complaints after a staffing shortage led to long wait times. Their first response? A press release titled "We’re Committed to Excellence in Care." Patients didn’t believe it. They’d seen the same phrase for months. When they finally got a real update - "We’re short 47 nurses. We’ve hired 12 so far. We’re bringing in temporary staff from three states. You may still wait longer than you want. We’re sorry." Trust jumped 32% in two weeks. Honesty doesn’t mean dumping bad news. It means naming the reality without sugarcoating it. People can handle hard truths if they feel you’re not hiding anything.Use simple, human language - no jargon
Avoid words like "mitigate," "leverage," or "synergize." They don’t belong in a crisis. They sound like corporate noise. When wildfires threatened homes near Santa Fe in 2024, the local fire department stopped using terms like "evacuation advisory" and "resource deployment." Instead, they said:- "If you’re in Zone 3, leave now. The wind is pushing fire toward your street."
- "We don’t have enough crews to save every house. We’re focusing on saving lives first."
- "If you’ve already left, please don’t come back. Roads are blocked."
Repeat the same message - in different ways
People don’t forget because they’re dumb. They forget because they’re tired. In 2023, during a nationwide food recall, one grocery chain sent out a single email. Another sent:- A text message with a photo of the affected product
- A 30-second TikTok video showing a worker pulling items off shelves
- A voice call to customers who’d bought the product in the last 30 days
- A simple post on Facebook: "If you have this, throw it out. Here’s how to get your money back."
Let real people speak - not PR reps
A CEO’s statement feels distant. A nurse’s voice feels real. When a chemical spill contaminated a water supply in a small town in New Mexico in early 2025, the city didn’t hold a press conference. They posted a video of Maria, a local EMT, holding up a bottle of bottled water and saying: "I’ve been giving this to babies all morning. My own daughter drank it yesterday. I know you’re scared. I am too. But we’re safe right now. Here’s what we’re doing next." The video got 2.3 million views. No official spokesperson came close. People trust people. Not titles. Not logos. Not polished scripts.Don’t ask for praise. Ask for patience.
Avoid phrases like:- "Thank you for your understanding."
- "We appreciate your patience."
- "We know this is hard. We’re not asking you to be perfect. Just keep going."
- "We’re in this with you. We’re not done yet."
- "You’ve already done so much. We see you."
What not to do
Here are three common mistakes - and why they backfire:- Waiting too long to speak. Silence breeds rumors. Even if you don’t have all the answers, say something. "We’re gathering info. We’ll update you by 6 p.m."
- Blaming others. "The state didn’t fund us enough." That’s not your audience’s problem. They want to know what you’re doing, not who failed.
- Over-promising. "Everything will be back to normal by Friday." When it’s not, trust evaporates. Say: "We’re working toward normal. It may take weeks. We’ll tell you every step."
Checklist: Your crisis message should
- Name the problem plainly - no euphemisms
- Admit what you don’t know
- State what you’re doing - with clear timelines
- Use real voices, not corporate ones
- Repeat the core message across at least three channels
- Acknowledge how hard this is for people
- End with a single, simple action step
What happens when you get it right
In late 2024, a school district in Texas faced a surge in student mental health crises after a series of community tragedies. Instead of launching a new counseling program and calling it a win, they did something quieter. They sent a letter to every parent: "We’re not okay. You’re not okay. That’s fine. We’re not asking you to fix anything today. Just know: we’re here. Your kid’s counselor is available after school. No appointment needed. No questions asked. Come when you’re ready." The next week, 400 families showed up. Not because they were told to. Because they felt seen. Crisis communication isn’t about controlling the narrative. It’s about sharing the weight.Frequently Asked Questions
How do I communicate during a crisis when I don’t have all the facts?
Say exactly what you know, what you don’t know, and what you’re doing to find out. Example: "We’ve confirmed two locations affected. We’re still verifying others. Our team is on the ground right now. We’ll update you every 12 hours. If you’re unsure if you’re affected, call this number - we’ll help you check."
Should I apologize if the crisis wasn’t my fault?
Yes - but not for the cause. Apologize for the impact. Say: "We’re sorry this happened to you. We’re sorry you’re going through this. We’re here to help."
How often should I update people during a crisis?
At least once a day in the first 72 hours. After that, every 24 to 48 hours unless something major changes. Consistency matters more than speed. A slow, reliable update beats a rushed, conflicting one.
What if people are angry or yelling on social media?
Don’t argue. Don’t delete. Acknowledge. Reply with: "We hear you. This is unfair. We’re working on it. Here’s what’s happening right now." Then, move the conversation offline if needed. People want to be heard - not corrected.
Can I use humor or memes in crisis communication?
No. Not during active crisis. Humor can feel dismissive when people are scared or grieving. Save it for recovery - when trust has been rebuilt. Right now, your tone should be calm, clear, and human.
How do I measure if my crisis communication worked?
Look at behavior, not likes. Did people follow instructions? Did calls to your hotline drop? Did misinformation decrease? Did community feedback shift from anger to gratitude? Those are real signs of success.
