☔ CRISIS COMMUNICATIONS, how to lead when it matters most?
1️⃣ Permanent crisis readiness
Crises hit harder when you’re not prepared. A permanent setup means:
✔️ A crisis team (Chair, CEO, Head of Comms, external PR advisor)
✔️ A regularly updated crisis plan with scenarios and response frameworks
✔️ Proactive PR/reputation work to build a buffer against negative coverage
Your crisis plan should outline risks, scenarios and vulnerabilities. Analyse how strong your spokespersons are, your reputation in traditional and social media, and if there are any “skeletons in the closet” that could hit?
2️⃣ Reaction time is key!
A fast and clear reaction is critical. But speed MUST go hand-in-hand with calm, clear thinking. If you don’t communicate first, someone else will – and rumours travel faster than facts. The first message defines the “truth,” whether it comes from you, the press, on social media or from gossip in the canteen.
3️⃣ 70% is preparation
Successful crisis and change communication is 70% preparation – 30% execution. In my Crisis Communications Blueprint, the steps are:
✔️ Strategy – define stakeholders, messages and defence Q&As
✔️ Production – prepare statements, press release, Social media content
✔️ Training – rehearse messages and scenarios under pressure
This groundwork ensures your crisis team can hit the ground running.
4️⃣ Plan with worst-case
Scenario planning is your best friend. Build 2–4 likely scenarios – and prepare the worst-case in detail. In Scandinavia, employees, journalists, clients and partners are often direct and will ask critical questions. Negative campaigns in the media can be brutal. Preparing worst-case means that when the real crisis hits, it will often feel like a milder version.
5️⃣ Media & Message train your spokespersons
Your CEO and leadership team must be crisis-ready – not just in words, but also in body language. I recommend crisis training such as TV-style media training with video replay and Social Media game training. It simulates the maximum pressure of media interviews and shit-storms on social media and makes weaknesses (and strengths!) crystal clear.
6️⃣ Order in your own house first
Internal communication comes before external (unless stock-listed).
Employees will fill any silence with rumours and fear. Never let them hear about layoffs or big changes from the media first. Clear, honest, timely communication from leadership prevents panic and builds trust.
✨ Bottom line: Crisis and Change Communication is about readiness, speed and trust. The more you prepare, the faster and calmer you can act – and the more your stakeholders will trust you.
❓ How do you prepare/navigate in crisis and bigger change?
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🔥 For 20+ years, Christina Rytter have helped executives, boards, and founders through crises and change across most industries. Don’t hesitate to reach out. We are here to help! ☔📈
Call Christina Rytter to learn more: 📞 +45 23 96 77 33