Do we really still need to take up the cudgels for crisis communication in 2025? Legions of PR experts have attended – sometimes expensive – seminars on crisis communication, countless reference books have been written and adorn the shelves of communication consultants, and every PR graduate knows: One cannot not communicate.
But we observe it time and time again: instead of informing, explaining, communicating or simply listening, people remain silent, stonewall or, at best, spout waffle. How often have I heard the phrase, “We don’t want to become the face of the crisis.” You couldn’t be more wrong with a strategy like that.
“One cannot not communicate.”
(Paul Watzlawick)
Crisis as a time of trial
Times of crisis reveal how valuable clear and honest communication really is. Whether in business, politics or private life, those who do not speak risk being misunderstood. Those who provide incomplete information create uncertainty. And those who remain silent leave the field open to rumours. Like a vacuum, the public sphere fills with interpretations, narratives and expert opinions. Only the company itself is absent, and not heard.
From this perspective, crises are always tests of character. Only those who communicate openly and transparently in difficult times prove that they mean business. And in doing so, they even gain prestige and reputation.
Provide guidance
People need guidance, especially in difficult times. They want to know: What is happening right now? What does this mean for me? Who is taking care of things? What will happen next? Open communication builds trust – even when the news is unpleasant. Honesty is more important than perfection. And even if there are no news available at the moment, showing your face is always appreciated.
Crisis comes with opportunity
Times of crisis are always moments of change. Those who take people with them, explain things and listen can turn uncertainty into collective strength. And achieve their goals more effectively. Those who fail to communicate miss out on the opportunities that every crisis brings.
Good communication in a crisis is not a “nice to have” but a survival strategy. How good communication actually works is a whole other (and much longer) story.
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