The 5 Cs of Crisis Communications

When a crisis hits, how you communicate can either build trust or break it. It’s not just about damage control - it’s about stepping up with integrity. Here are my top five Cs to guide you through.

1. Be Clear:

No one needs a puzzle when things are already tough. Say what you mean, mean what you say, and make it easy to understand. Clarity shows leadership and cuts through the noise.

2. Show Compassion:

People want to know you care. Lead with empathy, acknowledge the impact, and remember—it’s not just about fixing problems, but showing people they matter.

3. Stay Consistent:

Mixed messages cause confusion and mistrust. Keep your story straight across every channel and every conversation. Consistency builds confidence.

4. Take Control:

Own the narrative before someone else does. Speak up early, stay visible, and don’t let misinformation run the show. This is your moment to lead with purpose.

5. Be Credible:

Trust is everything. Be honest about what you know, and just as importantly, about what you don’t. Back your words with action as trust is built through consistency over time.