Any brand developing a crisis communication plan should consider their tone and messaging. What you say is just as important as how you say it—especially in the midst of a catastrophe.
That’s why it’s important to develop holding statements for future situations, says Bernstein Crisis Management, Inc., a firm with over 30 years of experience creating communication plans for the unexpected.
Bernstein explains how a holding statement can be used immediately after a crisis takes place. In the case of a natural disaster, for example, a company can have a number of go-to statements that align with their mission and support their audience. A holding statement prepares your company to respond immediately and buy time for crafting a more formal announcement, so they should be assessed often.
“The organization’s Crisis Communications Team should regularly review holding statements to determine if they require revision and/or whether statements for other scenarios should be developed,” Bernstein adds.
Next, consider how key messages will be shared across different platforms, and which platforms you’ll use. While social media can announce changes and generate discussion, email may be more appropriate for longer, detailed, more private statements reserved only for customers.