Crisis communications

What you say when something has gone badly wrong.

What it means

Crisis communications is the planned response to an incident — a data breach, a safety failure, a serious complaint, a viral post.

Why it matters

The response usually does more damage than the incident. Silence, defensiveness and a legalistic statement are the three standard mistakes.

What it looks like in practice

Decide in advance who speaks, who approves, and where you will post. Acknowledge quickly, say what you know and what you are doing, and correct the record when you know more.\n\nA personal data breach must be reported to the ICO within 72 hours where it meets the threshold, and to affected individuals where the risk is high.

What to watch out for

Saying nothing while deciding what to say. The gap gets filled by other people.\n\nAnd admitting liability in a way your insurer has not seen — check the policy wording before making statements about fault.

Where to get proper advice

Your insurance broker, because most policies have notification conditions. A PR adviser with crisis experience, and a solicitor if there is legal exposure.