Crisis communication: how to remain calm and convey security

The Essence of Communication in Times of Adversity

In addition to stage fright management, a crucial communication skill is knowing how to communicate effectively during a crisis.

In high-stress situations, people's natural tendency is to panic, use inappropriate language and, as a result, lose credibility with their audience.

Mastering communication at these times not only helps to manage the problem, but is also critical to maintaining trust and guiding others toward a solution.

Calm as an Anchor: The First Pillar of Crisis Management

The golden rule in any crisis communication is to remain calm and composed.

Panic is a feeling that spreads very quickly, and a leader or communicator who is upset will only exacerbate the feeling of being out of control. Remaining composed is therefore the key to effective management.

A paradigmatic example of this was the performance of Captain Chesley "Sully" Sullenberger in 2009, who, after an engine failure, managed to land a plane in the Hudson River.

His calm and precise communication with the crew and passengers was instrumental in saving the lives of everyone on board.

Clarity, Honesty and Empathy: Building Trust

In times of uncertainty, people need reliable information. Therefore, it is vital to be clear, direct and, above all, honest.

Do not minimize or exaggerate the severity of the crisis; instead, explain realistically what has happened, how you plan to resolve it, and what actions those affected should take.

Accompanying this transparency, it is essential to show empathy. People need to feel that their concerns are understood.

Acknowledging their concerns and assuring them that you are actively working on a solution creates an indispensable bond of trust.

A classic case study is Johnson & Johnson's handling of the Tylenol crisis in 1982, where the company prioritized customer safety, thus reinforcing its long-term brand credibility.

Offering a Direction: The Importance of Clear Solutions

In a crisis, people not only want to understand the problem, they need to know what to do next. Therefore, it is imperative to provide a clear solution and plan of action.

Instructions should be simple, actionable and reassuring, offering guidance that reduces the sense of chaos.

A recent example of this was seen during the COVID-19 pandemic, where the leaders who were most successful in conveying reassurance were those who provided the public with clear, detailed, step-by-step action plans.

The Nonverbal Message: The Power of Tone and Posture

Finally, in a crisis, the way the message is delivered is as important as the content of the message. Your body language, and especially your t