Preparing a Crisis Holding Statement: A Proactive Approach
Ben Sefarbi
Public Relations Media Specialist
Before Something Goes Wrong
In the fast-paced world of business and organizations, crises can emerge unexpectedly, posing significant challenges to reputation and operations. However, the key to effectively managing a crisis often lies in preparation long before the crisis strikes. One crucial tool in the crisis communication arsenal is the holding statement — a pre-drafted message designed to provide immediate response and reassure stakeholders during the initial stages of a crisis.
In these crisis situations, a well-crafted crisis holding statement became a critical tool. The holding statement provided immediate, clear communication to affected customers and stakeholders while buying time for a more comprehensive response. We’ll show you how this tool helps our clients navigate crises and maintain trust during a challenging time.
What is a Holding Statement?
A holding statement is a concise, carefully crafted message prepared before any crisis. It aims to acknowledge the situation, assure stakeholders that the organization addresses the issue, and buy time for a more detailed response. This proactive approach was key in helping our clients manage a crisis.
Why Prepare a Holding Statement Before a Crisis?
When a client is in crisis, responding quickly to keep customers and the community informed and reassured is essential. By trusting Creative Company to craft a holding statement, the client demonstrates preparedness and maintains transparency with stakeholders.
Every Moment Counts
A well-prepared holding statement allows organizations to respond swiftly, minimizing speculation and misinformation. In our client’s case, the holding statement addressed an issue and resolution timeline, assuring customers and the community that the issue was being prioritized.
Maintaining Control
Organizations can maintain control over initial communications and ensure consistency in messaging across all channels by having a predefined message. For Creative Company clients, holding statements were ready to be shared across multiple channels, including direct communication with customers, to ensure clarity and consistency.
Building Trust
During crises, stakeholders — customers, employees, investors, or the public — seek transparency and reassurance. A holding statement provides a foundation of trust by acknowledging the situation and demonstrating a proactive approach to addressing it. The client’s team was prepared with a message that reassured customers and the broader community that the issue was being handled and that further updates would follow.
Critical Components of a Holding Statement
Acknowledge The Issue
Start by acknowledging the issue or incident. Avoid speculation or assigning blame prematurely. The key for Creative Company crisis clients is to acknowledge the situation with empathy and clarity. In the case of our clients, the holding statement addressed their issues directly, emphasizing that it was a priority to resolve it as quickly as possible.
Build Stakeholder Trust
Ensure stakeholders that your business or organization takes the situation seriously and is committed to resolving it swiftly and transparently. For Creative Company clients, the holding statement reassured stakeholders by demonstrating transparency through action and a commitment to quickly resolving the issue.
Set Update Expectations
Express a commitment to providing updates as more information becomes available. Set expectations for ongoing communication. For The Creative Company clients, this meant updating customers on the status of the issue being resolved, expected timelines, and alternative solutions in the interim.
Provide Contact Details
Provide contact details for a designated spokesperson or crisis management team for stakeholders seeking more information or clarification. This might be a crisis communications expert at Creative Company or the person on your team best equipped to answer questions about the ongoing crisis.
In today’s interconnected world, a well-crafted holding statement is a foundation for effective crisis response. By preparing holding statements before a crisis, organizations can navigate turbulent times with clarity and confidence, maintaining trust and emerging stronger from challenges.
Are you interested in developing your crisis communication strategy? Download our FREE crisis planning guide to learn how we can help you prepare for the unexpected.
Ben Sefarbi
Ben is a seasoned crisis communication and media relations expert with over 10,000 hours of newsroom experience at NBC and CBS affiliates. He holds a Crisis Communication certification from the Public Relations Society of America and specializes in helping businesses and nonprofits develop effective crisis management strategies. With a journalism degree from the University of Wisconsin-Madison, Ben leverages his expertise to provide insights on communication best practices and media strategies, crafting clear, impactful messages. Other Related articles: