No one wants a crisis. At the same time, crisis communications is a vital discipline for leaders in philanthropy, public agencies, and non-profit organizations. A crisis will come your way, whether tomorrow, next week, or next year.
Being ready to answer the question you hope won’t be asked or preparing to meet a challenge you hope never happens is how you access your superpower of preparation.
Here is our list of ten common and challenging questions that clients raise, and guidance for each scenario.
1. The Local Reporter Called About Something I Don’t Want To Talk About
When the media comes calling about a sensitive issue, it’s natural to feel defensive, but it’s essential to remain positive and professional. Responding with openness and a non-defensive posture shows you have nothing to hide and helps build trust with journalists and the public.
Your message must rule the day. Prepare clear, concise talking points that acknowledge the issue without speculating or divulging unnecessary details. Always respond promptly to demonstrate respect for the journalist’s role and the public’s right to information.
2. A Former Employee or Client Is Bad-Mouthing Us in the Community (But Not Yet in the Media)
If negative comments are circulating in the community, monitor the situation closely to understand the messages shared. Avoid the temptation to retaliate or engage in public disputes, as this can escalate the situation and further damage your reputation.
Instead, focus on strengthening internal morale by communicating transparently with staff and stakeholders, reassuring them with facts and a calm, measured approach. Utilize your existing public platforms, such as social media, a blog, and your website, to prepare for greater public scrutiny while mitigating any downside risks.
3. Our Public Agency Did Its Best, But Something Terrible Still Happened. Now What?
Even when your organization has acted responsibly, unforeseen events can occur. Acknowledging the incident publicly and taking responsibility for your communications, even if you weren’t directly at fault, is critical. Public agencies, which hold challenging responsibilities to vulnerable community members, face this challenge uniquely.
Express genuine empathy for those affected and clearly outline the steps you’re taking to address the situation and prevent recurrence, within the bounds of legal counsel’s advice. Finally, communicate your commitment to reviewing and improving your processes, showing stakeholders you’re dedicated to learning from the experience.
4. Our Largest Donor Wants Us to Do Something Beyond Our Mission. If We Say Yes, We Stray; If We Say No, We Risk Losing Her Money
When a major donor requests something outside your organization’s mission, reaffirm your commitment to your core values respectfully and firmly. Seek common ground by exploring ways to align the donor’s interests with your mission, perhaps through alternative projects or creative compromises, such as a joint initiative that aligns with the donor’s interests and your mission.
Be prepared for any outcome, understanding that maintaining mission integrity is more important than short-term funding gains. Additionally, be ready to communicate your decision clearly, ensuring there is no room for misinterpretation or misunderstanding with the donor and her allies.
5. A Board Member Posted Something Controversial on Social Media. How Should We Respond?
If a board member’s social media post attracts controversy, first assess the potential impact on your organization’s reputation and stakeholders. Address the issue internally by speaking privately with the board member to understand their perspective and encourage them to take corrective action.
If the situation escalates or becomes public, issue a clear, values-based public statement reaffirming your organization’s principles and commitment to respectful discourse. Seek to turn the focus to your organization’s positive work and resist the temptation to blame the leader—it only invites more scrutiny.
6. We Discovered a Financial Error or Potential Fraud. How Transparent Should We Be, and When Do We Go Public?
Upon discovering a financial error or possible fraud, prioritize legal compliance and consult with counsel before communicating externally. Transparency is crucial, but timing and accuracy are also important.
Where possible, be strategic on when and how to share information with stakeholders. Sometimes it’s ASAP, while others require a deeper inquiry. In all cases, provide clear facts and outline corrective actions. This approach builds trust and demonstrates accountability, even under challenging circumstances.
7. A Partner Organization Is Facing a Scandal. How Do We Protect Our Reputation While Supporting Them?
When a partner organization faces a scandal, clarify your relationship with them and reiterate your organization’s values to your stakeholders. Offer support where appropriate, but avoid excusing any wrongdoing.
Clearly communicate your position, emphasizing your commitment to ethical standards and transparency throughout the process. Remain steadfast in supporting the organization’s “work,” even if the leaders or board members have made a grave error.
8. A Crisis Is Trending on Social Media, and Misinformation Is Spreading About Our Organization. What Do We Do?
In the age of social media, misinformation can spread quickly during a crisis. Monitor all relevant channels to track what’s being said and identify inaccuracies. Respond promptly by correcting misinformation with factual updates on your platforms, and use clear, consistent messaging to maintain control of your narrative.
Then, seek to tell new stories that move beyond the crisis, such as sharing positive updates or success stories about your organization. This will empower your most dedicated supporters and engage most of your target audience, who may be less informed.
9. We Need to Communicate Bad News to Our Stakeholders (e.g., Layoffs, Program Cuts). How Do We Do This with Empathy and Clarity?
Delivering difficult news requires honesty, empathy, and clear thinking. First, make a plan—do not wing it. Prepare a thoughtful message explaining the reasons for the decision, acknowledging the impact on those affected, and outlining any available support or next steps.
Being transparent and compassionate allows you to preserve trust and minimize long-term reputational damage. Then, communicate your decision broadly and transparently to maintain credibility with your target audience.
10. How Can We Prepare for Future Crises Before They Happen?
A crisis plan is not just a good practice; it’s necessary for all mission-driven organizations. By developing a comprehensive crisis communications plan that includes clear protocols, designated spokespeople, transparent responsibilities, and regularly updated contact lists, you can empower your team to be prepared for any eventuality.
Regular training and simulations will ensure your team is ready to respond quickly and effectively in a crisis, thereby protecting your organization’s reputation and fulfilling its mission even under pressure.
Protect Your Mission with Proactive Crisis Communications
A crisis doesn’t just disrupt day-to-day operations; it can put your mission at risk. We help mission-driven organizations prepare for the unexpected with clear strategies, practical tools, and steady guidance when it matters most. Let’s work together to safeguard your reputation and help you lead with confidence, no matter what comes next. Get in touch to start the conversation.