When a crisis hits, the pressure is immediate. Emotions run high, the spotlight intensifies, and decisions have to be made quickly. Unfortunately, even the most well-intentioned organizations often stumble during these moments—not because they’re careless, but because they’re unprepared.

Here are the five most common communication mistakes we see during a crisis—and how to avoid them.

1. Delaying the First Response

Silence is not a strategy. In the absence of a response, speculation takes over. The public begins to form their own conclusions, and your organization risks looking disorganized or, worse, uncaring. Even if you don’t have all the facts, a simple acknowledgment shows awareness and control.

“We are aware of the situation and are actively working to gather all the facts. We will share updates as soon as they are confirmed.”

2. Inconsistent Messaging

When internal departments, spokespersons, or partner organizations give conflicting information, confusion spreads quickly. Designate a unified voice. Align all messaging—internal and external—through a single source or communications lead.

3. Overpromising or Guessing

Avoid speculation or overly optimistic promises. When organizations say things like “This won’t impact customers” or “We’ll be back online by 3 p.m.” without certainty, it often leads to greater backlash if those expectations aren’t met.

4. Forgetting Internal Stakeholders

If your staff hears about a crisis from the media instead of you, they’ll feel blindsided and disrespected. Communicate with your team first. Provide clear internal updates and equip them with talking points if necessary.

5. Failing to Continue Communicating

One news release isn’t enough. Crises evolve—so should your messaging. Continue to provide updates, even if there’s nothing new to report. A lack of communication signals a lack of care or competence.

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Final Thought:
Every organization will face a crisis at some point. Your success will be defined not just by the event itself, but by how you respond. At PDR Strategies, we help you prepare for the unexpected—and lead through it with clarity, confidence, and control.

Need help with crisis readiness or response? Let’s talk about building a strategy tailored to your organization.