The Keys to Crisis Communication

Imagine your organization’s worst-case scenario unfolding tomorrow—would you know what to say? For many nonprofits and small businesses, the answer is no. According to Capterra, only 49% of U.S. companies have a formal crisis communications plan in place. Whether it’s a social media misstep, a service disruption or a public relations nightmare, how you respond can determine whether your audience loses trust—or rallies behind you.

In this blog, we’ll break down the core strategies behind effective crisis communications. You’ll learn how to prepare before a crisis hits, what to say in the moment, and how to follow through once the dust settles. We’ll also explore key differences in how nonprofits and small businesses should tailor their approach. But first things first…

Start With a Plan

You can’t control when a crisis happens, but you can control how prepared you are. That starts with a clear crisis communications plan.

At a minimum, your plan should include:

• A designated response team: Include leadership, communications staff and subject matter experts.
• Likely crisis scenarios: Think internal issues (employee misconduct), external threats (natural disasters) and digital disruptions (cyberattacks).
• A channel strategy: Define how and where you’ll communicate (email, social media, website updates, press releases).
• Message templates: Draft holding statements that can be customized quickly.

By preparing in advance, you won’t be scrambling when emotions are high and time is short.

Pro Tip: Create a crisis “cheat sheet” that can be used in print and digital form. Include logins, key contacts and sample language for rapid use.

Build Your Response Team Before You Need One

When a crisis hits, the last thing you want is confusion about who’s in charge. Your crisis response team should be lean, agile and aligned. Key roles include:

• Spokesperson: Often a CEO, executive director or PR lead.
• Communicator(s): Those who draft, review and publish content.
• Social listener: Monitors media and public sentiment.
• Advisors: Experts like lawyers, IT or board members.

Encourage media training for your spokesperson to ensure they are comfortable in front of the camera and answering hot-button questions. Hold an annual tabletop exercise to walk through your plan. It’s a low-stakes way to spot gaps and build confidence.

Respond Quickly, Honestly and Humanely

In crisis communications, speed matters. The public notices when organizations go silent—or worse, get defensive. Aim to issue an initial response within the first 24 hours, even if it’s just a holding statement.

What to include in your first message:

• Acknowledge the situation
• Express concern or empathy
• Explain what’s being done
• Share when more information will be available

Be transparent. Avoid speculation. Use clear language. “We’re sorry” goes further than “We regret any inconvenience.”

And this one is very important: Avoid corporate jargon or vague phrases. No one will be able to care if they don’t understand what you’re saying.

Communicate Across Channels (Strategically)

Don’t assume everyone gets their news from the same place. During a crisis, your messaging needs to be multichannel and consistent.

Communications hierarchy to consider:

1. Internal staff and leadership
2. Board members or stakeholders
3. Clients, customers or donors
4. The media and general public

Use your website as a “source of truth” and link back to it across social and email updates. Keep posts short, frequent and informative. If your team is small, focus on one or two channels you can manage well.

Make sure your Google Business Profile (previously Google My Business) and voicemail also reflect any changes in hours, services or contact information. Also, keep a close eye on Google Reviews during this time.

Empathy First, Reputation Second

Whether it’s a product recall or a community tragedy, people want to know you care. Your tone should reflect authentic concern, even if the situation wasn’t directly your fault.

Lead with empathy:

• “We know this news is upsetting, and we’re here to help.”
• “Our hearts are with those affected.”
• “We take this seriously and are committed to making things right.”

Apologize when needed, without defensiveness. Show what actions you’re taking to fix the issue. Transparency and accountability will go further than perfection.

Crisis Communications for Nonprofits vs. Small Businesses

For nonprofits, reputation equals mission impact. A misstep can affect donor confidence, public perception and even grant eligibility. When approaching a crisis communications strategy, nonprofits should:

• Be extra transparent about how the crisis affects program delivery and funding.
• Provide tailored updates to donors, beneficiaries and volunteers.
• Lean into mission language when framing responses.

For example, a youth nonprofit facing leadership turnover might say: “We’re committed to ensuring uninterrupted services for the families who count on us. Our mission remains unchanged—and stronger than ever.”

Itching to jump in and get planning? This nonprofit crisis communications plan template from Bloomerang can help you get started. 

On the other hand, small businesses often operate without in-house PR teams, so preparation is crucial. If a crisis affects your ability to operate or fulfill orders:

• Prioritize operational updates (store closures, refunds, safety protocols).
• Communicate directly with employees and loyal customers.
• Update all digital touchpoints—Google, Facebook (Meta) and website—with current info.

Need a real-world example? Let’s say you’re a café responding to a product recall. You might say, “We’ve removed all affected items from our menu in response to the recall and are working closely with suppliers to ensure every product we serve meets the highest safety standards. Your health and trust are our top priorities, and we’ll continue to take every step necessary to keep you safe.”

Pro Tip: You’re already the expert in your respective field. You don’t need to master PR/crisis communications, too. That’s where marketing agencies and PR consultants (like the pros at TRIO) can help. We’re here to guide messaging and help you shape the narrative.

Digital Do’s and Don’ts

Social media is a double-edged sword in a crisis. It can amplify your message—or your mistakes. When approaching a PR crisis on social media…

Do:

• Post timely updates with links to your full statements.
• Use a calm, steady tone.
• Respond to questions publicly when appropriate.

Don’t:

• Get into arguments in comments/be defensive.
• Post speculation or emotionally charged responses.
• Rely solely on AI tools to monitor sentiment—human judgment still matters.

Better yet, use social media as a listening tool. Social listening is a great way to spot trends, confusion or praise you can build on in your next message. Read our blog to learn more.

Debrief, Document and Rebuild

Once the crisis has passed, take time to debrief with your team. What worked? What can improve? Were your stakeholders satisfied with the information flow?

Use the insights to revise your crisis plan. Follow up with a public update if you promised action steps (like policy changes or new procedures). Then pivot to reputation rebuilding:

• Share positive stories or testimonials.
• Highlight employee efforts during the crisis.
• Publicly thank supporters and staff.

Your resilience, transparency and values are your strongest brand assets. Use them.

Crises Are Tough

But with the right tools and mindset, you can emerge stronger and more trusted than before. Whether you’re running a nonprofit or a small business, the keys to crisis communication remain the same: plan ahead, act fast, be honest, show empathy and follow through.

TRIO Can Help

Need help preparing for the unexpected? Team TRIO is here to support you. For more than 20 years, TRIO has empowered brands and nonprofits to shape their story with public relations, digital marketing, social media strategy and more. Our full-service, AI-powered marketing agency uses industry-leading approaches to help your business connect with key audiences. Contact us today to build your crisis-ready communications plan.