Crisis communication: are we listening or leading?
Effective emergency communication starts with listening to communities, not simply telling them what to do.
We all have our own agendas, don’t we? We are made up of our experiences, knowledge and what we have been exposed to throughout our lives. When we are then given the role of communicating about situations, incidents or events, can we really be totally objective? I have been wrestling with this and what it may mean for some months during 2026.
Who are we communicating with?
When we are developing public communication that is needed to help people when an emergency has occurred, the perspective we take and the views we hold can be critical. It isn’t because anyone is trying to be difficult or create problems, but in the choices that are made, we can be disadvantaging people, building barriers and breeding mistrust. There are extensive studies about how those who are disadvantaged in communities become even more disadvantaged when emergencies and disasters happen. This can also cover the communication that happens.
Organisations that develop crisis plans and communication do this in isolation from the communities that they will need to speak to when the worst happens. There are very few occasions where I have seen the community involved in planning and developing the approach to communication.
Time and the pressure of work are one factor. But when we do things ‘to people’ rather than with them, we risk failure. Failure in terms of emergencies and disasters is really not an option.
Communication needs to share vital information about what to do and how to both be prepared and to respond to emergencies. Does it take account of individual circumstances? Can it take account of individual circumstances? Is it effectively giving orders that people need to follow? Are we attempting to show leadership and trying to reassure people?
Five principles for emergency communication
If we are going to develop our emergency and crisis communication, there are five key points:
- Creating effective emergency communication starts way before a crisis has occurred. It needs people to be involved, for their concerns to be listened to and for circumstances to be understood.
- Conversations need to start with listening and avoid framing, nudging or coercing people to a position that is felt to be best for them.
- Be clear that effective communication will be judged by the people who receive it. If they are not part of the process, can you really know it will achieve the required outcome?
- Communication needs to be inclusive and accessible for all. This is not just about the language that is used; it is about the images and visuals we use.
- Having qualifications, education and experience does not mean that you know what is best for people. That can only be achieved with a collaborative discussion.
Time to listen
The world is more fragile, complex and uncertain. There will sadly be more requirements for effective crisis and emergency communication. We need to make the changes now to develop communication that will really support people at the most critical times.
Chartered PR practitioner Amanda Coleman is a crisis communication expert and consultant, founder of Amanda Coleman Communication - where this blog was first published - and the author of Strategic Reputation Management. She is also a Fellow of the CIPR.
Further reading
Community-led PR strategies – a ‘trend’ that’s here to stay
Nine ways PR professionals can tap into the power of community publishing