Empathetic, Honest Holding Statements Buy Time for More Complete Crisis Response
Trying to draft holding statements in a crisis communication plan is fruitless. Using holding statements in an actual crisis situation can be useful when you need to say something before all the facts are known.
Rapid response should always be the priority in a crisis. But sometimes, the whole story hasn’t yet unfolded, so a holding statement may be necessary. Even then, the holding statement must be more than a few hollow words.
The purpose of the holding statement in a crisis is to buy precious time for a fuller, more fact-based response. Like any purchase, the crisis spokesperson must offer something of value to those impacted by the crisis and reporters covering the crisis in the form of credible, if incomplete information.
A side benefit of a meaningful holding statement is to reduce the chance for speculation and rumors. You can’t stop them but you can discourage them by providing credible information in real-time.
Empathy
One of the most important features of an effective holding statement is empathy for those directly and indirectly affected by a crisis incident. You win points by sympathizing with the victims even when you lack the facts to tell them the whole story.
A spokesperson must demonstrate empathy with their body language, not just with words. They also need to exercise care not to prejudge outcomes and admit responsibility. It’s a fine line that needs to be carefully considered.
Action
The other key part of a holding statement is describing what action is underway to deal with the crisis situation in as much detail as is available. Who is responding? What is the nature of the response? Have victims been identified? Has an investigation begun?
Typically, a spokesperson will have limited information and can provide only partial answers to questions like this. Telling what you know – and no more – will be appreciated and can build a measure of credibility with affected audiences and the news media.
Honesty
It’s okay to say what you don’t know yet in a holding statement. After all, that’s the reason you are providing a holding statement. Honesty is what establishes and retains trust
People impacted by the crisis will press for information, even if it’s a guess of what happened and how the crisis will be addressed. Guesses don’t belong in crisis holding statements. A spokesperson should only convey what they know. Even then, they may later have to retract what was presented when new facts come to light. It’s okay to admit an honest mistake.
Accuracy
What’s shared in a holding statement must be triple-checked for accuracy. It’s better to say too little than what’s untrue or misleading. It’s also important to understand what’s said and what’s concealed can have legal implications.
Crisis spokespersons will be pushed to provide more information than they are prepared to share. Sticking with the facts they know and have triple-checked is the safest route, even if it feels inadequate in the moment.
Clarity
Clarity is always a virtue in communications, and crisis communications is no exception. Straightforward, descriptive sentences are best to convey what you want and need to say and to avoid ambiguity.
Skip jargon and don’t delve into technical details that aren’t directly related to the crisis and the crisis response. Be as specific as you can to describe what happened, why it happened and what’s being done about it. Admit what you don’t know at the moment you are delivering a holding statement.
Updates
Spokespersons should promise updates when credible information becomes available. It will be tempting to promise updates at certain times, but that can be tricky when the crisis situation remains out of control.
The most honest promise is to provide updates as soon as possible without putting citing a specific time. Spokespersons should be mindful of media deadlines and assist as much as possible. Depending on how big the crisis event is, media outlets will post updates when they are available.
Feedback
Crisis briefings to affected parties and the news media can produce a lot of feedback. The spokesperson’s job is to deliver a message, but they also should listen for meaningful questions and useful feedback.
That feedback can inform the ongoing work of the crisis response team, potentially highlighting a concern that hadn’t been identified or given enough priority. Active listening is always a good trait. In a crisis, it can be a game-changer.
Background
Crisis holding statements can be supplemented by background material. If there is a competent crisis plan, relevant materials may have been prepared in advance for use during an actual crisis situation.
An example is an infographic or short video describing safety procedures, personnel training and coordination plans with local emergency responders. Whether or not this background material is published, its value is in informing reporters and impacted people of how your organization prepared for a crisis situation.
Spokesperson Role
Who delivers the crisis holding statement can be as important was what the statement says. More often than not, the spokesperson will be a staff member. If so, they need full access to the details of the crisis response and clear direction from management and legal staff on what to say. Part of the spokesperson’s role is pushing for a timely response.
Whoever is in the spokesperson role should have undergone intensive media training. Crisis response is unlike any other form of communications. Every word and every inflection matter. What isn’t said can be as important as what is said. Knowing how to display empathy while being firm on the message is a skill that requires continuous learning.
Crisis Plan Holding Statements
If you have succumbed to the temptation of sticking bland holding statements into your crisis plan, have the courage to ignore them when you actually are communicating a crisis response. No two crises are alike. They have unique circumstances and different triggers. Milquetoast crisis response won’t be credible or useful.
A better use of time in crisis planning is thinking how to respond quickly in a crisis when time is not on your side. What staff members need to be engaged? How will information be coordinated? Who will contact the appropriate emergency responders or legal authorities? What could you prepare in advance to address a potential crisis?
Simulating a crisis to test your crisis plan and preparation can be eye-opening on what you have overlooked and a demonstration of what you need to practice. It also will show the value of knowing how to create a holding statement relevant to the crisis at hand.
