By Katarina Arambasic-Pivic
Photo: Pexels/Erik Mclean
What do we do prior to a crisis or when it is already there? Do we try to be responsible and keep the situation under control, or do we put on the “no comment” shield and hope for the best? The answer is more than obvious, but you won’t believe how many organizations and individuals opt for option two.
In practice, the first response to the crisis is releasing the so-called holding statement. The holding statement is a short initial statement (announcement) that the organization publishes immediately after the incident, usually within the first hour. In it, we provide basic information about the specific situation and the organization’s plans. In case the police and prosecutor’s office are involved, it is necessary to consult with them before publication and specify which of the data you may publish.
What is the main purpose of publishing this statement? First, it helps maintain control over the public narrative and sends a message to citizens that you are actively dealing with a crisis situation. Doing this leaves the impression that you are a responsible and trustworthy organization that cares about its consumers (clients) and the general public. By making it public, you benefit on two more fronts: you don’t have to say “no comment” to the media (which leaves a wrong impression of a lack of responsibility), and it prevents the media from speculating and spreading rumors.
That’s why a well-written statement helps control the situation; yet, if you are not skilled at writing those few sentences simply but with a dose of responsibility and empathy, you risk further damaging your credibility. The phrase “salvation or destruction” in the text’s title comes from this situation.
What should this statement look like? The holding statement should be clear, informative, and published on time, preferably within the first hour after the incident. The tone of the message should inspire confidence and leave the impression that you are solving a problematic situation professionally but with understanding and empathy. The tone of the message is most often debatable in many statements and, despite good intentions, leaves a bad impression on the organization or individual. This statement should contain three elements: empathy (concern and compassion for those affected by the crisis incident), action (the impression that you are taking steps to correct the situation), and the belief that this is an isolated incident that will not happen again.
When should you start preparing it? The ideal option is to have everything ready in advance and stored in the archives as part of the crisis communication strategy. In reality, you may encounter a brand-new situation and don’t have a prepared statement. When you feel the breath of a crisis, prepare a holding statement right away.
Is a holding statement always a written statement? It is optional; there is a practice to record a short video and post it on the organization’s channels. However, precisely because of the control over the content of the message, it is safer to publish a written statement.
What channels are used to distribute the announcement? Previously, this statement was either sent directly to the media (especially news agencies) or announced at press conferences, while today, it is an increasingly common practice, especially in the USA, for companies and individuals to publish it on social media. We suggest sending it to traditional media and simultaneously placing it on the organization’s website and social media. It is recommended that after its release, you inform the media when they can expect your next announcement, especially if it is about an accident involving (potential) victims.
To sum up, a holding statement can save your life immediately following the start of a crisis. However, while creating the statement, you must be careful with the phrasing and tone of the message to avoid having it work against you. We should all be particularly cautious during a crisis since none of us have much room for error. Speed and tight deadlines are disruptive factors, and the damage is often irreparable. So, practice on other people’s examples and think about whether there are mistakes in someone’s crisis response and how you might reword those few key lines.
