If a company faces a public crisis, it can be hard to know where to begin. Whether or not that crisis stemmed from an issue that was in the company’s control or not, the most important thing to do is to take action to calm panic and get things back on track.
Of course, you never want your company to encounter any crisis, but in the event it does, remember that transparent communication regarding the situation can usually make all the difference—with both customers and stakeholders alike.
In our experience, silence after any scandal, lawsuit, or bad press is never a good choice.
Now, the best way to initiate crisis management with communication is by issuing a press release. In this guide, we’re going to share everything you need to know to draft a press release for crisis communication while answering the following questions:
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A crisis communication press release is a statement that explains what the crisis is and what’s being done about it. This missive, written and issued by the company in question, is distributed to media outlets in order to hopefully take more control of the narrative.
The aim of a crisis communication press release is protection, for the company and individuals involved, by offering a clear, concise, impactful response.
While there may not be many questions about what constitutes a crisis, there may be some about what crisis actually warrants the issue of a press release. Well, for any crisis that’s picked up by the media, clear communications beat letting blanket coverage affect your business.
Here are some troublesome instances that could require a crisis communication press release:
When a crisis happens, there are several things your company can do in response.
For starters, define and understand the crisis and its impacts on the company. Hold internal meetings to examine the crisis’ scope and communicate with employees. However, within that initial response, it’s also vital to issue the press release as soon as possible.
Now, a crisis communication press release differs slightly from a typical press release, but a few basic rules still apply, like clear and concise copy and a to-the-point message.
Overall, remember to refrain from ever going on the defensive or making any sweeping comments that reporters could pick up on and use against you. Convey care and concern, and state that your company is cooperating with all the parties involved.
Keep the press release short, sticking to facts, and indicate more information will be released pending an investigation. That being said, every crisis is unique so there also might be room to make the press release a little longer if you feel the need to provide further clarity.
Also important to note, like any proper press release, this should also address the answers to the “5 Ws” within the opening paragraph—that’s who, what, when, where, and why.
This particular press release should follow the standard press release format, which any media outlet will expect. We’ve outlined this classic layout below for your crisis communication.
The press release regarding your crisis communication will be an official document to help shape a media narrative. With that in mind, stick to the following writing tips:
To give you some sense of what’s expected from a crisis communication press release, and what’s often successful, we’ve compiled some examples of responses from companies that experienced a crisis in their business.
It’s important to note that some of these examples are titled “statements” or “responses,” rather than press releases, but they’re all still serving the same purpose.
You might remember the crisis facing Samsung when Galaxy Note7s began exploding, making headlines around the world and causing panic among customers. Here, the byline acts as CTA, urging users to join the exchange program. You can read the full press release here.
In 2019, Capital One shared a press release on PR Newswire to confirm a data breach associated with its platforms. While this is much longer, it provides a Q&A that answers any questions customers may have. You can read the full press release here.
Here’s an example of a company announcing a food product recall for potential contamination. Saputo Cheese makes it clear that issuing the recall is voluntary, and offers clear guidance for concerned customers. You can read the full press release here.
As a preemptive action, we suggest posting the press release to your website with a link to the page on all social media platforms. Also, sharing a statement on Twitter, Facebook, and other relevant social media is an effective way to distribute your message to reporters quickly.
In addition, consider sharing the press release via newswire. Many newswire platforms share industry news with a database of targeted outlets, which means the crisis communication would be shared instantly, leading perhaps to more journalists picking up responses and quotes.
If you receive media inquiries by email, direct them to the press release as well. What’s more, you can also email the press release to your own list of journalists. This does require searching for contact information, but it’s a good way to help clarify details and further shape the narrative.
Looking for more press release resources, check out our other example guides:
A crisis communication press release is a vital step to quickly minimizing the damage, or mitigating the fallout, of a company crisis. By providing clarity and showing transparency in front of the press, you put yourself in the position to weather the storm gracefully.
Still not sure how to write a crisis management press release? Let us help! Simply book a free consultation with us to get expert insight into how to start or improve your press release.