In nearly four decades as a journalist and PR professional, I’ve seen crises of every kind. From governance failures to tech meltdowns, but recent events show that even the most established organisations are not immune. Reputation is among the most fragile currency an organisation holds. It can take decades to build, yet can collapse in hours.
When a crisis hits – a system outage, cyberattack, or leadership controversy – stakeholders want one thing: for you to handle it. That means addressing the issue and keeping people informed along the way.
Without a clear plan, communication stalls, messages conflict and trust unravels in real time.
Why recent events are a wake-up call
Take recent telecommunications failures: system upgrades or technical glitches that block access to emergency hotlines; millions of users cut off; regulatory scrutiny; media and public backlash.
The technical fault matters – but the bigger failure comes when people are left in the dark. Organisations that act quickly, speak plainly and keep stakeholders updated recover trust far faster than those that delay, deflect, or stay silent.
The best way to act quickly is the be prepared. Do you have a crisis playbook at hand?
The three biggest mistakes in crisis communication
- Waiting too long to speak: Silence creates a vacuum that critics and social media will gladly fill – with a 24×7 global conversation adding to the pressure
- Sounding defensive or evasive: Minimising the issue or blaming others only fuels outrage
- Forgetting humanity: Legalistic statements may protect liability but alienate staff, clients and the public
Why you need a clear crisis management plan
Too often, organisations focus inward on containment while clients, regulators and the public wait for answers. A crisis communications playbook demonstrates preparedness, ensuring you can respond quickly, clearly and credibly, and on the channels your audiences actually use: social media platforms like LinkedIn, X and Instagram, mainstream media and direct client communications.
A well-prepared plan gives leaders the structure to:
- Escalate quickly so decisions don’t bottleneck
- Communicate early and consistently across all audiences
- Show empathy and accountability
- Meet regulatory obligations for timely, transparent updates
- Run simulations so your team knows exactly what to do under pressure
Because when the spotlight is on you, there’s no time to figure it out as you go.
The bottom line
Crisis management requires calm, lateral thinking, and swift, informed decisions. Above all, it demands preparation.
At Honner, we partner with clients across banking, wealth, asset management, insurance and fintech to design crisis strategies and playbooks, run simulations and provide trusted counsel when it matters most.
Because when the fire comes, you want your leadership and values to shine through — not your failings.
Is your organisation crisis-ready? For a confidential discussion on protecting your reputation and building resilience, contact the Honner team today.