If your organization is facing a crisis, the way in which you handle communication can make all the difference in protecting your reputation. In times of change—whether it’s a shift in leadership, strategy, or processes—staff, vendors, and customers may feel unsettled, even when the change is ultimately for the better. People naturally resist change, but if managed carefully, it can enhance your reputation rather than tarnish it, leaving your organization stronger in the end.
At Broadreach Public Relations, we help clients protect and preserve their reputational capital by guiding them through these difficult moments. Here are three common mistakes we often see in crisis communications—and tips for how to avoid them.
1. Not Leaning on Existing Policies, Processes, and People
In a crisis, it’s easy to panic and make decisions on the fly. However, one of the biggest mistakes you can make is not relying on the policies, processes, and people that are already in place to guide you. Organizations have leaders, HR teams, legal experts, and PR professionals for a reason—these individuals know the ins and outs of your business and can help craft the best response.
Leaning on these resources helps to ensure your message is consistent, thoughtful, and aligned with your organization’s values. Don’t overlook the power of collaboration during a crisis. It’s critical to success.
2. Not Using the BRACE Method
Another common mistake is failing to follow a structured approach to crisis communication, like the BRACE method. This method stands for:
Be the first to tell your story, or someone else will.
Research the facts. What do or don’t we know?
Assess your audience. Who knows or needs to know?
Communicate continuously.
Evaluate your actions. Monitor, learn, and improve for next time.
Not only does the BRACE method help you stay proactive—it also ensures that your communication remains clear, timely, and consistent throughout the crisis.
If you don’t use a structured approach, it’s easy for miscommunication to happen, leading to more confusion and reputational damage. By taking the time to understand the situation, communicate regularly, and evaluate the effectiveness of your messaging, you can maintain control over the narrative and keep your stakeholders informed.
3. Not Being Honest and Truthful with Your Audience
One of the worst mistakes you can make in crisis communications is trying to “spin” the truth. Candor is essential—especially when things are not going well. Being transparent with your audience is not only an ethical choice, but it also helps to build trust. People are more forgiving when they feel they are being told the truth, even when the news is bad.
Being upfront about what happened, what actions are being taken, and what you do and don’t know will help to prevent rumors and speculation. Avoid euphemisms or overly optimistic language—your audience will appreciate honesty over spin. Want to learn more about our crisis communications work? Contact us!
