A Three-Part Approach to Communication Can Help Mitigate the Effects of a Crisis

It has become increasingly difficult for brands, companies and organizations to prepare for the unknown, especially today when information circles the globe instantaneously. A small incident can turn into a full-blown crisis within minutes.

Abraham Lincoln said, “Character is like a tree and reputation like its shadow.”

However, I’ll take it a step further. If a brand, company or organization has a crisis, that crisis, no matter how big or small, becomes a limb on that tree and is forever part of its shadow.

So, how do we, as communicators, ensure our shadow reflects our company, our organization’s culture and our brand values, rather than the news, accurate or not, surrounding a crisis?

Definition of Terms

First, let’s be clear about what a crisis is. Simply, a crisis is an urgent issue that needs addressing quickly, when the brand is under threat.

No matter how small the incident, the stakes always are high. In fact, a crisis can result in everything a brand or company stands for changing almost instantly in the hearts and minds of stakeholders.


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