7 Pillars of Effective Crisis Communication

Navigating Modern Crises

As the world becomes more unpredictable daily, organizations face unexpected challenges that can disrupt operations and endanger lives. 

Whether it’s a natural disaster, an active shooter incident, or a cyberattack that disrupts critical systems, these situations require an immediate and coordinated response.

Real-World Examples of Crisis Scenarios

For example, in 2023 alone, the FBI recorded 48 active shooter incidents across the United States, spanning various locations, including schools and businesses. This is a 60% increase since 2019, showing how fast these threats have escalated. Communicating swiftly and clearly in such moments is crucial for ensuring safety and preventing further harm​. Federal Bureau of Investigation

Similarly, cyberattacks have also been on the rise, with institutions like the University of California, San Francisco, falling victim to a ransomware attack in 2020. The attackers demanded a ransom of $3 million, highlighting how a well-timed cyberattack can cripple essential services, disrupt operations, and damage reputations​. Inwedo

The Importance of Quick and Reliable Communication

In the face of civil unrest, the stakes are equally high. During the widespread protests and riots in 2020, municipalities and organizations saw over $240 million in property damage across the U.S. This demonstrates how quickly situations can escalate and how vital it is to maintain clear, effective communication to manage not just physical threats but also the misinformation that often accompanies these events​. Gallagher Global

Today, crises come in many forms, and organizations must be prepared to respond quickly through multiple channels to ensure everyone remains informed and protected. In these pivotal moments, swift, reliable communication builds trust, helps prevent further damage, and preserves the organization’s reputation.

Case Study: Lancaster County’s experience with extreme weather events illustrates how effective communication can make all the difference. When their previous system was discontinued, they turned to Regroup’s platform, which allowed them to send timely, privacy-protected alerts about approaching tornadoes. The system provided residents with peace of mind and critical information, all without the need to create accounts or share personal information. Discover how Lancaster County successfully implemented this solution here.

Why is Crisis Communication Important?

Timely and accurate communication during a crisis can prevent confusion and minimize damage to reputation and operations. The situation escalates when organizations fail to respond quickly or communicate poorly, leading to severe consequences.

Consider the Colonial Pipeline ransomware attack in May 2021, where hackers shut down a vital U.S. fuel pipeline, disrupting gas supplies across the East Coast. The company had to act swiftly to manage public fear and operational challenges. Delays or missteps in communication could have worsened the panic, further destabilizing fuel supplies​. Infosec Europe

Another high-profile example is the University of California, San Francisco’s 2020 ransomware attack, where attackers encrypted vital research data and demanded a $3 million ransom. The university negotiated the ransom down to $1.14 million. UCSF had to manage its communications with staff and the public during the attack carefully, ensuring transparency without triggering panic​. Inwedo

These cases show that rapid, clear, and honest communication is essential in controlling the narrative and minimizing the fallout of a crisis.

Case Study: Mercy College illustrates how a proactive communication system can save valuable time during emergencies. Using Regroup’s mass notification platform, Mercy College streamlined its crisis alerts, ensuring faculty, staff, and students received crucial updates in real time. Discover more about their approach here.

Start with a Crisis Communication Plan

An effective crisis communication plan lays the foundation for an organization’s response to potential disruptions. By identifying stakeholders, creating clear communication roles, and defining protocols, organizations can ensure they are prepared to act swiftly when crises occur.

The SolarWinds cyberattack, which affected thousands of organizations globally, including U.S. government departments, highlighted the importance of having a well-structured communication strategy. The malware infection was detected months after it first breached networks, and during that time, timely communication with stakeholders was critical to controlling the damage​.

Similarly, during the Colonial Pipeline incident, a swift communication strategy helped prevent widespread panic, but the company’s initial hesitance to release information could have worsened the crisis if it hadn’t been resolved quickly​. Inwedo

Building a crisis communication plan means preparing for the worst while hoping for the best. It allows teams to map out all potential risks and vulnerabilities, identify key communication roles, and ensure that every stakeholder receives accurate and timely information—from employees to the general public.

Case Study: Lancaster County exemplifies how effective planning can make a difference. By adopting Regroup’s platform for real-time weather alerts, they ensured residents were quickly informed without the need to sign up or share personal information. Learn more here.

The 7 Pillars of Effective Crisis Communication

Effective crisis communication hinges on seven fundamental principles, or “pillars,” that ensure organizations respond swiftly, maintain trust, and control the narrative during a crisis. These pillars provide a framework for managing any situation’s immediate and long-term impacts, whether a natural disaster, an active shooter event, or a cyberattack.

1. Crisis Timeline

One of the most critical factors in crisis communication is timing. The widely accepted rule of thumb is the “15-20-60-90” timeline: within 15 minutes, an organization must acknowledge the crisis and begin communicating basic facts. By 60 minutes, more detailed information should be shared, and within 90 minutes, the organization should be ready for a press conference or further media engagement.

Spartanburg Community College’s response to a tornado is a perfect example of rapid communication during a crisis. Using Regroup’s platform, they notified over 22,000 people within 10 minutes, ensuring the campus community was prepared and safe. The importance of time-sensitive communication cannot be understated in situations where every second counts. More details about this case can be found here.

2. Communicate Honestly, Openly, and Consistently

Honesty and transparency build trust, even in the most challenging situations. Avoid withholding information or making misleading statements. Instead, focus on clear, consistent messaging across all platforms to prevent misunderstandings. Being forthright about what you know—and what you don’t know—ensures your organization maintains credibility throughout the crisis.

3. Make the Message Clear and Accessible

During a crisis, messages must be simple and direct. Avoid jargon and ensure everyone quickly understands all communication, regardless of familiarity with the situation. This is especially important when dealing with diverse audiences. Use multiple platforms (e.g., text, social media, public address systems) to reach as many people as possible.

Regis University’s use of Regroup’s platform during a cyberattack is an excellent example of ensuring transparent and accessible messaging. With their internal systems compromised, the university used Regroup to inform students and staff, ensuring everyone knew what steps to take during the outage. You can read more about this case here.

4. Build Trust Before and During a Crisis

Trust is not built overnight. Organizations need to build trust with their stakeholders well before a crisis occurs. This means consistent communication, transparency, and empathy in everyday interactions so that people will be more likely to trust your messages and follow your instructions during a crisis.

5. Designate a Single Spokesperson

Having a single, well-trained spokesperson prevents mixed messages and ensures consistency. This person should communicate with internal and external audiences, including the media, to avoid conflicting information that could damage your organization’s credibility.

6. Monitor and Engage with Public Feedback

Crisis communication is not a one-way street. Monitoring how your messages are received and responding to public feedback is essential. This might involve addressing rumors, correcting misinformation, or providing additional clarity in response to questions from the public.

7. Utilize Multi-Channel Communication Systems

Crises often impact different segments of an organization in unique ways. It’s essential to use a variety of communication channels to reach everyone involved. From SMS and email to social media and public address systems, the more channels you use, the greater the chances of reaching everyone in time.

Monitor and Engage with Public Feedback

In today’s interconnected world, crises unfold in real-time, not only in traditional media but also on social media platforms. Monitoring public feedback is essential for managing the narrative and combating misinformation. While social media is a powerful tool for communication, it can also become a breeding ground for rumors and panic if left unchecked.

A crucial part of any crisis communication plan is the ability to monitor what people are saying on these platforms actively. When misinformation spreads, it can lead to dangerous consequences, such as people ignoring safety instructions or spreading false evacuation routes, as seen during Hurricane Harvey. By monitoring these channels, organizations can swiftly correct inaccuracies, engage with the public to provide clarity, and answer pressing questions​. MDPI

Listening to the public’s concerns also offers invaluable real-time feedback that can guide your response. For instance, during the 2013 Boston Marathon bombing, misinformation spread quickly across social platforms, leading law enforcement and crisis responders to use the same channels to correct false information and calm the public. This two-way communication is vital for maintaining trust during a crisis​. U.S. Department of Homeland Security

When managing feedback, organizations should ensure they have dedicated teams monitoring social channels and providing timely responses. Quick, precise corrections help reassure the public and reinforce the organization’s role as a trustworthy source of information during the crisis.

Utilize Multi-Channel Communication Systems

Relying on just one communication channel isn’t enough in a crisis. Different groups of people may be using other platforms, and the urgency of the situation demands that they be reached as fast as possible. This is why organizations need to use multiple communication channels, from SMS and email to social media and public address systems, ensuring no one misses critical updates.

Spartanburg Community College is a prime example of how a multi-channel system can save lives. During a tornado emergency, they notified over 22,000 students, faculty, and staff in under 10 minutes using Regroup’s mass notification platform. This system allowed them to simultaneously send messages via text, email, and voice, ensuring the entire campus was informed and could take immediate action. Here, you can learn more about how Spartanburg leveraged multi-channel communication during this crisis.

By utilizing multiple channels, organizations can ensure that their message reaches everyone, even if one channel fails or isn’t accessible. For example, power outages during a natural disaster may prevent people from receiving emails. However, SMS and social media may still be available, giving organizations more options to reach their audience.

Summary: Why Crisis Communication Matters

The importance of crisis communication cannot be overstated. In times of uncertainty, how an organization communicates can mean the difference between panic and order, chaos and calm. The seven pillars of effective crisis communication provide a framework for organizations to respond quickly, maintain trust, and safeguard their reputation during emergencies.

By adhering to these pillars—managing a crisis timeline, ensuring transparency, crafting clear and accessible messages, building trust, appointing a spokesperson, engaging with public feedback, and utilizing multi-channel communication—organizations can successfully navigate crises, minimizing damage and protecting their stakeholders.

Proven Solutions: Regroup’s Real-World Impact

• Lancaster County used Regroup’s mass notification system to ensure residents received timely alerts during extreme weather events, safeguarding their privacy while delivering crucial information. Learn more about their approach here.
• Spartanburg Community College demonstrated the power of multi-channel communication by sending tornado alerts to over 22,000 people in under 10 minutes, ensuring the safety of students, faculty, and staff. Discover how they executed their emergency response here.
• Regis University faced a cyberattack that compromised its usual communication methods. Using Regroup, it was able to keep its campus informed through alternate channels, preserving trust and continuity during the crisis. Read more about its crisis response here.

Take the Next Step with Regroup

Regroup’s mass notification system has repeatedly proven that effective communication can save lives, protect reputations, and preserve organizational continuity. Whether managing a campus-wide emergency, handling severe weather, or responding to a cyberattack, Regroup gives you the tools to reach your audience across multiple channels quickly and reliably.

Ready to protect your organization with a robust communication strategy? Book a demo today to see how Regroup’s platform can help you manage crises, streamline day-to-day communications, and keep everyone informed when it matters most.