As crisis communication experts, we understand the importance of using language that resonates with stakeholders in today’s fast-paced and ever-changing media landscape. In times of crisis, the words we choose can make or break our reputation, and it is crucial to communicate effectively to restore business as usual or avoid legal repercussions.
Here are some key considerations for crisis communication in today’s language:
1. Be clear and concise: In times of crisis, stakeholders crave clarity and simplicity. Avoid using jargon or technical terms that may confuse or alienate them. Instead, use straightforward language that conveys the essence of the situation and the actions being taken to address it.
2. Use active and inclusive language: Active language helps to convey a sense of urgency and action, while inclusive language helps to build trust and rapport with stakeholders. For example, instead of saying “we are addressing the issue,” say “we are working diligently to resolve the problem.”
3. Avoid euphemisms and passive language: Euphemisms and passive language can come across as insincere or evasive. Instead, use direct and straightforward language that conveys the severity of the situation. For example, if a product is recalled, say “we are recalling the product” rather than “we are taking steps to address the situation.”
4. Be empathetic and compassionate: In times of crisis, stakeholders want to feel heard and understood. Use language that acknowledges their emotions and shows empathy and compassion. For example, “We understand that this situation is difficult for everyone involved, and we are committed to doing everything we can to resolve it.”
5. Use social media language: With the increasing importance of social media in crisis communication, it’s essential to use language that resonates with stakeholders on these platforms. This means using conversational tone, hashtags, and language that is optimized for search engines.
6. Be transparent and honest: Transparency and honesty are critical in crisis communication. Use language that is straightforward and honest, without sugarcoating the situation or making false promises. For example, “We made a mistake, and we are taking steps to fix it.”
7. Use storytelling language: Storytelling can be a powerful tool in crisis communication, as it helps to humanize the situation and convey the impact on real people. Use language that tells a story and conveys the emotions and experiences of those involved.
The language we use in crisis communication is crucial in restoring business as usual or avoiding legal repercussions. By using clear, concise, active, inclusive, empathetic, social media-friendly, transparent, and storytelling language, we can communicate effectively and build trust with stakeholders in today’s fast-paced and ever-changing media landscape. Is your plan ready for an update? Do you have a plan in place? Call us.