Before you speak to the press, send out a statement, or hit send on a critical email, there’s one thing you must have in place: a clear, intentional message. In a crisis, this becomes even more essential. Your message is not just part of the response—it is the foundation that supports your entire communication strategy, providing structure and clarity when it’s needed most.
Why Consistency Becomes Non-Negotiable
In high-pressure moments, your message becomes more than a tool to share information. It signals trust, accountability, and leadership. What you say, how clearly you say it, and how often you repeat it all shape whether people support you or lose confidence.
Your message must do more than explain. It should reflect your values, clarify your priorities, and outline your next steps. During uncertainty, people seek direction. If you don’t provide it, someone else will.
Lay the Groundwork Before the Fire Starts
The best time to build your core messaging is before a crisis hits. Proactive organizations prepare early, developing clear, concise talking points that align internal teams and provide consistency in public communication.
These messages should emphasize key facts, address likely criticisms, and reinforce the strengths of your organization. When trouble arises, this messaging becomes the trusted framework your team can rely on. Without it, confusion takes over.
Involve the Right People from the Start
Whoever will speak on behalf of your organization during a crisis must help shape the message. Whether it’s the CEO, a senior executive, or a designated spokesperson, they need to believe in the message and deliver it with confidence.
Involve legal counsel early. Avoid language that could create liability. For example, when facts are still emerging, it is possible to express empathy and share available information without implying fault. Careful wording protects both your credibility and your legal standing.
Every Platform, One Voice
Whether you are posting on social media, issuing a press release, or giving a live interview, your core message must remain consistent. You can adjust the tone to suit the platform, but the content should not change.
Repetition builds credibility. The more consistently your message is shared, the more it shapes how others perceive and repeat your story.
Avoid Mixed Signals at All Costs
Contradictory statements or watered-down responses damage trust. Inconsistency creates confusion, and confusion breeds skepticism. Stick to your message. Repeating it doesn’t make it redundant. It makes it reliable.
Redirect questions and conversations back to your core message. This shows control, discipline, and purpose. It ensures your narrative remains intact and clearly understood.
Drive the Message Until It Sticks
In a crisis, your message must be impossible to miss. Repetition should be intentional and unwavering. You are not just sharing facts. You are shaping how the public interprets and remembers the event.
Every communication touchpoint should reinforce the same message. That is how you guide the narrative instead of reacting to it.
Consistency Is a Strategy, Not a Style Choice
Crisis communication is not about sounding clever. It’s about being clear, confident, and consistent. When pressure is high and events are moving fast, your message should be the one thing that never wavers.
Stick to your message. Make it clear. Make it count. That is how reputations are protected and narratives are won.
Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.