More Than a Message: Becoming the Trusted Source in a Crisis.
I’ve always believed that how you show up before a crisis says more about your organization than anything you do after. Crisis communications isn’t about spinning bad news or crafting a perfect soundbite—it’s about trust. It’s about becoming the voice people instinctively look to when things feel uncertain, chaotic, or painful.
In my experience, that trust starts with clarity. Too often, organizations skip the foundational work: defining who they are, what they stand for, and how they want to be seen and heard—on both blue sky days and during a crisis. Your communications shouldn’t start with an incident; they should start with your values. Whether it’s a slogan, a mission statement, or a simple one-liner your team can rally behind, consistency in your message builds the muscle memory needed when it counts most. Think about a simple, clear message like “Your Safety Is Our Priority” or “Here When You Need Us Most”—something that instantly tells people what your organization stands for and helps guide your team’s voice when the pressure is on.
One of the simplest but most powerful exercises we do at The Resiliency Initiative is helping clients build their “three pillars”: audience, timing, and intent. Who needs to hear from you? When should they hear it? And what do you want them to feel and do as a result? These questions transform communication from reactive to intentional. For example, your internal audience—your employees and management—needs honest, timely updates that foster collaboration. Meanwhile, your external audience—customers, investors, the media—needs confidence that your organization is in control and aligned with its mission.
It’s also critical to consider when you communicate. Many organizations only send messages when something bad happens, but trust is built in the quiet times, too. Regular updates, blue-sky messaging, and even simple thank-you notes to stakeholders go a long way. If the first time your audience hears from you is during a crisis, you’ve already missed an opportunity to build equity in that relationship.
Social media has changed the game even further. Information spreads in seconds, whether it’s accurate or not. Having pre-drafted templates tied to your pillars can help you move fast without sacrificing clarity. But more importantly, leaders must understand that authenticity wins. You don’t have to know everything. You do have to be honest about what you know, what you’re doing, and how you’re putting people first.
Of course, even the best-prepared brands can stumble. I’ve seen it happen up close—whether in major crises that dominate the headlines or in smaller, everyday incidents that quietly test an organization’s resilience. What matters most when trust is lost is how you respond: with honesty, accountability, and compassion. Acknowledge the impact. Apologize if needed. Show the steps you're taking to address the issue. And perhaps most importantly, keep listening. True recovery comes not just from statements but from sustained, empathetic action.
The bottom line? You can’t control every crisis, but you can control how your organization shows up before, during, and after. Becoming the trusted source isn’t about perfection—it’s about preparation, presence, and heart. If your audience knows they can count on you when it matters most, you’ve already won half the battle.
P.S. If you're attending this year's California Emergency Services Association’s Annual Training and Conference, I’d love to connect! I’ll be sharing more about crisis communication strategies and lessons I’ve learned the hard way—on the ground, in real time. You can find conference details here: https://www.cesa.net/conference.
