Why written content matters in a crisis
Crises are tough periods every company or institution may face. In such times, getting crisis communication right is vital. Written content is especially valuable for protecting reputation, informing stakeholders, and preventing misunderstandings. With Indeks’s crisis communication consultancy, we help your organisation navigate these moments with minimal damage.
How you communicate during a crisis directly shapes reputation. A misguided statement, incomplete information, or a delay can trigger loss of trust and long-lasting image damage. This is where written-content consultancy for crisis management becomes essential—delivering the support organisations need most. Below you’ll find essentials on crisis statements and related content.
How is crisis-time content produced?
Many organisations reduce content output during a crisis. It’s understandable—finding the right message under pressure takes time—but silence shouldn’t last. Content responding to the issue should be produced promptly.
Crisis content requires more care and expertise than day-to-day publishing. Not just what you say, but also how and when you say it matters. Start by analysing the scope and impact of the incident—what happened, why it happened, and how people are reacting.
Then build a strategy grounded in transparency, responsibility and trust. The first step is preparing a crisis statement that both informs the public and clearly sets out your position. Key principles:
- Use a focused, clear, plain tone.
- Avoid aggression or defensive language.
- Steer clear of speculation.
- Include apology and commitment to remedies where appropriate.
- Keep the emotional tone balanced; show empathy without fuelling speculation.
- Share timely, accurate updates across multiple channels (website, social, press releases) in sync.
Examples of corporate written statements
Example 1: Technology company
“Due to a technical issue, our service was temporarily unavailable. We sincerely apologise to all users affected. The root cause has been identified and the necessary improvements have been completed.”
Example 2: Returns / refunds
“Customer satisfaction is our priority. Based on your feedback, we have reviewed the relevant products and updated our returns procedure.”
Press release & media content
Media—especially social media—are decisive during crises, but mistakes can fuel misinterpretation or manipulation. Media materials must be prepared professionally and calmly.
Press releases should be clear, accurate and timely, summarising the incident, your position, actions taken, and—where applicable—acknowledgement and apology. Follow-on interviews and Q&As should continue with open, honest answers while avoiding errors or omissions.
Sector- and crisis-specific content strategies
Crisis dynamics differ by sector and brand. A hospital’s crisis is not a bank’s crisis. Instead of one-size-fits-all playbooks, we create sector- and case-specific written strategies that meet stakeholder expectations, reflect your values and protect reputation.
Content simulations by scenario
Every organisation has likely crisis scenarios. Define them in advance and build content simulations. With pre-approved copy, you can publish fast across channels when a crisis hits.
As part of our consultancy, we map potential scenarios and draft the statements, press releases and social posts to be tested and refined ahead of time—so your response is faster and more effective when it matters.
Post-crisis follow-up content
Communication doesn’t end when the crisis subsides. Produce follow-ups to reduce residual impact, rebuild trust and explain what will change to prevent recurrence. These can include website updates, social posts, reports and press notes detailing:
- Improvements after the incident
- Preventive measures taken
- Responses to feedback and inquiries
Why work with a professional written-content consultant?
Producing and governing written content in a crisis is a specialised skill. A crisis communication consultant is more than a copywriter—they understand the organisation, set communication goals, and design content that fits the psychology of the moment. With our experienced team, Indeks supports you across the full crisis content lifecycle.
FAQs
Who drafts the written statement in a crisis?
Typically your communications department or an authorised crisis team (with legal, PR and senior leadership). A professional crisis communication consultant can be included.
How many people should sign the statement?
Usually one senior signatory—e.g., the CEO, Chair, or the authorised crisis spokesperson.
Should crisis content be shared on social media?
Absolutely—strategically. Choose the right channels and adapt copy to each platform and audience.
Can crisis statements be prepared in advance?
Yes. Drafts can be created for likely scenarios. They provide speed, but must be updated to reflect the actual situation.