How can you write a press release that stands out in a crisis?

A press release will standout in a crisis. And not in a good way. This tactic isn't appropriate for the situational need. Crisis response strategy should match type and responsibility while addressing stakeholders.

Crafting a standout crisis press release is crucial. Begin with a concise, attention-grabbing headline summarizing the core message. In the first section, provide a transparent crisis overview, detail its impact, and outline your organization's response with empathy and clear language. In the subsequent part, focus on long-term crisis strategies, innovative approaches, and partnerships that set your response apart. Reiterate your commitment to safety, transparency, and stakeholder well-being. Conclude by summarizing key points and ensuring contact information accessibility. A crisis press release should not only inform but also demonstrate an effective and integrity-driven response.

If you choose to do a release, you likely want to be very deliberate to express empathy toward those affected by whatever issue may be at hand. But in addition to determining whether or not you want to issue a release in a crisis, maybe the better question would be when do you want to issue a release...at all? Does a press release still hold a dominant place in reporting - in good times or bad/crises - within today's new media environment? We're in a 100-200 character society dominated by user-generated videos and social media posts. The times to opt for a press release - crisis or not - may likely be more in terms of surgical strikes than sweeping norms.

Years ago, I had to inform Wall Street that our CEO had passed away unexpectedly. I had to deliver the news in a way that showed empathy and conveyed assurance that our succession plan was in place and would be followed to the letter. After the loss, investors needed time to process their grief. They needed to understand that we would keep the company together during the transition. It was important to strike a balance in the message so that the audience would be both informed and sensitive to the situation.

The first thing to do is determine if the cause of the crisis is the fault of the client or if it's based on misinformation. Whichever way it is, you have to write the release as as straight news story. The inverted pyramid construction — the most important part of your story told briefly and first, with the supporting details of your story unfolding as you widen the narrative to explain what happened and why and what is being done to correct the issue.

During a crisis, the media is usually coming to you for more information. Be prepared to hold a press conference. Be ready to provide a company statement about the current situation and the relevant facts, without interfering with any investigation or violating privacy. Show empathy to all involved, e.g. employees, customers, family members, and thank supporters and any first responders. Reiterate the purpose and vision of your organization as well as your policies and procedures used in the response to this crisis. Have your company's CEO and its expert in the crisis subject area work closely with you to prepare for and respond to FAQs.

In my experience, it's so important to have a statement ready. When I worked for a school district, we were limited in the details we could share. It was a challenge but if our superintendent had a good relationship with media, it made my role much easier.

Crisis communications need to be different than business as usual, especially if it involves casualties or people being affected somehow. If any people are impacted, there must be an apology or expression of sympathy as an opening. Then, we must explain what happened, what actions are being taken to address the issue, how it will be resolved and what measures will be taken to avoid a situation like this in the future.

I agree with all of the previous comments and would add one. Before issuing a press release ensure you have the facts. It does your brand no favors if you have to modify or change your statements. This is where a holding statement works. Acknowledge the issue, it’s okay to say you don’t have all the answers but will give updates as you know them. Then be sure to reach out to reporters when you do know more.

A press release is not the most valuable tool when responding to a crisis -- and the formal, standard format is out of place. Audiences want direct, clear information with the appropriate tone. Create a statement, position or response that is consistent across all channels, including to media, on a website and social media and is easy for employees, brand ambassadors and customer-facing team members to understand.

Experience has taught me about the need for brevity and honesty in your communication. Audiences do not have a lot of time to go through long and winded releases. And if they do, they might now have a reason up start poking holes into the messaging. Keep it brief and to the point. Secondly, resist any temptation to state anything you are not sure about. If anything you say is controversial or contentious, you risk losing empathy and compassion during the crisis and beyond.

Be available for follow-up - even if it means picking up the mobile phone on a weekend. Few things keep reporters on your side like being there to take their call.

As a former news reporter, I have found that a lot of press releases lack the "Why should I care?" value, which is the most important part of a press release. Thanks to my background in news, I know what a reporter's looking for and I know their pain points, which is why I always tell clients to "know your why." If I don't care, then why will a reporter care? How does it impact them? Figure those things out first, then write your story, and finally share your press release with the world.

A good press release should be clear and concise, devoid of jargon and technical language, especially when dealing with a crisis. Unclear messaging can be construed negatively by the stakeholders and escalate the crisis further.

📌 The key to an effective press release is twofold: fresh content and impact. Keep in mind the story can be new yet of no real valuable to external audiences. The impact is significant when the news affects multiple audiences.

I'd add that it is important authentic and true to your company / Brand's vision and purpose. The crisis will come and hopefully go but your communication remains an extension of your brand through voice and tone. Stay true to who you have set out to be with the exception being, in the case you know you can be better and grow/evolve for the benefit of your stakeholders

Totally agree! Journalists can spot fakery a mile away. Be honest and acknowledge mistakes were made (client will probably protest) and focus on solutions.

I agree and a helpful way to approach this is: A - be authentic, so yes be honest and accountable A - apologise. An apology goes a long way and is the single most important crisis reaction imo. Choose the words carefully but do say sorry when the crisis demands it (& sometimes when it doesn’t!) A - act ie explain the steps that are/will be taken to remedy the crisis .. and be sure to follow through on whatever you say you will do

Empathy and compassion are very important characteristics to demonstrate, as in the case of international organizations, the primary role is to deliver on behalf of various populations. Failing to convey compassion, or worse, pointing a finger of blame in a crisis can compromise credibility or alter public perceptions of neutrality. Language, particularly that which is common and understood properly by local population, is critical.

The question should be whether issuing a press release is appropriate...? Eight times out of 10, in a crisis, I say no. In crisis PR, it's critical to be flexible and ensure that all impacted, or who will be, feel seen, heard and addressed. That's hard to achieve via a press release, which is impersonal and rarely acknowledges multiple groups with varying interests. In a crisis, facts unfold in real time, so a release can backfire. My advice is to forego a release in favor of a general statement of the facts along with an approved quote or quote(s) from the client which imminently addresses the underlying issue while keeping press updated of changes as they occur.

I found the call of action to be very useful to both audiences and the message transmitter. During Cyclone Idai in Zimbabwe, the press release allowed people to understand the gravity of the situation enough resulting in them asking so what do we do next? Through suggested calls to action, villagers knew where to go what help they could get and move away from danger. The press release also acted as an information hub for the local radio stations we were working with. Apart from just informing people the status quo, people relied on the information to know where to go and action to take.

The goal of a press release is to inform and/or create action. Dont make me google, click multiple times or ask for help - give me links, tell me what I need to know and why.

Brevity, a hopeful tone, and helpful details are my go-tos. Ending a press release with actionable next steps and specific follow-up opportunities for media contacts, journalists, and readers is one way to encapsulate all of the above. This might include opportunities for interviews, contact information to learn more and/or receive follow-ups, and information on forthcoming press conferences etc.. Quality press releases, especially during crisis, quickly and succinctly direct readers to verification and further detail.

Use behavioural insights to present your data in such a way that it supports your call to action. For example say x% has confidence in the Corona policy of the government instead of focussing on disengagement. Trust in government policy was found to correlate positively with sticking to Corona behaviour measures (call to action)

In my two-plus decades in media, I could always spot who was serious about properly handling a crisis (and who wasn’t) based on the tone. Humility goes a long way. Acknowledge that not everything is ok. Show concern and empathy. Then promise that you will do whatever you can to fix the crisis. You don’t need all the answers now; in fact, if you do, that’s extremely questionable. Take ownership of the problem from the start; it might feel uncomfortable but will lead to a better final outcome - and often shifts the attention elsewhere.

Limit the fluff. Many companies are eager to stuff as much background and information into a press release to give it as much context as possible, but I suggest brevity. Strip down the press release to be as lean as possible, by stating the facts. One format to consider is writing an explainer/contextual paragraph at the top, followed by a series of digestible bullet points.

When crafting a press release, especially during a crisis, remember it's not just a statement, but a cornerstone for unified communications. This document should be the go-to reference for aligning your team and all other channels. Ensure the message is crystal clear and universally understood within your company. Consistency in all outgoing communications is crucial. Adhering to this approach is fundamental for effective crisis communication management.

Agree with everything Scott says. In a crisis do not be driven by the news organisations deadlines. Ensuring what you say is correct is the the most critical part of the brief. Showing that you are working to get the facts is important but delivering the wrong facts will undermine confidence in what you say now and into the future.

It is important to know who you are writing the press release for. Know your audience to be able to tell the story or share the information better. Knowing who you are writing for helps to tweek language, presenting facts in a context that your audience will understand.