Crisis Communications in the Digital Era: Strategies for Navigating the Unexpected
The immediacy that technology offers us today often has no limits. Getting a message out to an interested public is now easier than ever for anyone to do. Of course, this has brought immense advantages for companies and brands, but what happens when the message spreading isn’t good? Suddenly, you are trending for all the wrong reasons. This is where the concept of crisis communication in the digital era comes in, and we emphasize the digital era because in the past it was simpler: you developed a press release, a curated statement, and the CEO of the company addressing the press. Today, it involves much more than that.
As a communications and PR professional based in New York City, I’ve witnessed firsthand how the digital landscape has transformed crisis management. In our interconnected world, a single tweet or viral video can escalate a situation within minutes, making it imperative for organizations to adapt their crisis communication strategies accordingly. Brands must be ready to act fast.
What has brought us here?
Digital platforms such as Instagram, X, Facebook, and recently Substack function both as a source of information and also as channels to create transparent discourse with the public. This change has also forced professionals to develop skills to cope agilely.
So, how should we react to crises in the digital age?
1. Stay ahead of everything, or you´ll always be behind
The Internet is always on, and its users are always on the lookout. According to Sprout Social, 70% of users expect a brand to respond to a crisis in less than 24 hours, and 41% say they are willing to trust a brand again if it apologizes and accepts its mistakes. According to Forbes, 49% of companies surveyed have a formal crisis communication plan. 28% have an informal plan while 23% have no plan at all. An established communications plan is essential to respond to any crisis. The longer it takes to talk about the issue and give your point of view, the more distrust will be created. A prepared and proactive response plan shouldn´t be optional.
2. Establish a clear voice, and stick to it
Consistency is the path to build trust with the audience. One of the quickest ways to worsen your credibility in front of the public during a crisis is to send mixed messages across different platforms. If your website says one thing, Twitter another, and your CEO comes up to the press with a different idea it’s a recipe for disaster. We must ensure that all communications are aligned within the different channels, departments, and spokespersons we choose. An excellent tip to implement and improve our communications plan is to draft temples ahead of time and revise them accordingly to the current situation of our company. That way, you are not panicking and babbling if things go sideways.
3. Humanize your brand
People want brands that make them feel important and valued. They don’t want to feel like targets for corporations, this is why putting a face to your brand is essential, creating a sense of empathy and reassurance helps strengthen trust and loyalty and maintain during times of uncertainty. In crises, a leader who showcases humanity and not only an interest to the company can make all the difference. According to the Edelman Trust Barometer, only 14% of people trust CEOs in general, so don’t be afraid of humanizing your organization.
4. Recognize the rights as equally as the wrongs
Hiding during a crisis? That’s one of the worst things a brand can do. Organize your crisis management plan in such a way that in due course you have the necessary strategy to get the message out to everyone who needs to hear it. Establish which communication channels work for each segment of your audience to make the message easily accessible. It is also important to maintain constant communication with our errors and provide constant updates, while offering solutions. Transparency and humility are values that the public appreciates and reinforce the brand’s vision to make authenticity help rebuild trust.
Crisis communication isn’t about not making mistakes, it’s about being prepared, maintaining humility, and acting fast. The brands that control crises best aren’t necessarily avoiding errors, they are the ones who recognize them, fix them, and communicate with transparency along the way.
References:
Edelman. (2025). 2025 Edelman Trust Barometer: U.S. Report. https://www.edelman.com/sites/g/files/aatuss191/files/2025-01/2025%20Edelman%20Trust%20Barometer_U.S.%20Report.pdf
Workhuman. (n.d.). Humanizing crisis communication: Building trust in uncertain times. Workhuman Live. https://www.workhumanlive.com/blog/humanizing-crisis-communication-building-trust-in-uncertain-times/
Loechner, J. (2022, April 11). Cancel culture does not worry most brands. Ad Age. https://adage.com/article/marketing-news-strategy/cancel-culture-does-not-worry-most-brands/2392316/
Sprout Social. (n.d.). Crisis communication: What it is & how to manage it effectively. https://sproutsocial.com/insights/crisis-communication/
