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Crisis communication

Clarity and consistency 

Clear, fact-based communication is the bedrock of a crisis response

When aligned with your overall strategy and handled properly, keeping your stakeholders informed with a consistent, regular cadence of updates can help to stabilise a situation that has the potential to spiral into a more serious disruption.

64% of organisations have dedicated additional resources to carry out the operational aspects of communicating to stakeholders.

Source: PwC’s Global Crisis Survey 2021

Why messaging matters

The benefits of a cohesive communication strategy start with fulfilling immediate business needs, such as conveying staffing requirements, roles and responsibilities, and other operational requirements. 

With a plan in place and activated right away, you’ll save valuable time and reduce confusion regarding who’s doing what.

You’ll also bolster trust. An organisation that’s up front with employees, external stakeholders and the general public is far more likely to emerge from a crisis with its reputation intact. 

Considering your communication strategy

Your crisis communication plan should take into account the following:

  • What types of messaging do we need for times of crisis?

  • What are our stakeholders’ expectations and how can we engage effectively with the right frequency?

  • How can we build our brand and presence in “peace time” so that when a crisis hits, we have trust equity with the public and our stakeholders?

  • Are we prepared to respond to the media or a public inquiry?

Fact-based, integrated communication plan

The PwC approach to crisis communication complements external public relations/communication support. We’ll work with you to:

  • Develop messaging templates

  • Collaborate with an external firm to develop communication plan

  • Monitor media coverage and public perception

  • Conduct PR impact assessment

Each activity is integrated with solutions including Stakeholder Mapping and Engagement, Ready Command and your Crisis Project Management Office.

Experience and global leadership

Organisations across the globe have relied on the experience, knowledge and guidance of PwC. 

Emphasising transparency, fact-based information and a swift response, we’ve successfully supported businesses of all kinds through crisis communication, helping to sustain and build trust among stakeholders, protect their brand and emerge stronger from crises.

Contact PwC's Global Crisis Centre

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Contact us

Kristin Rivera

Kristin Rivera

Partner, Global Forensics Leader, Global Crisis Consulting Leader, PwC United States

Melanie Butler

Melanie Butler

Partner, UK Territory Crisis Leader, PwC United Kingdom

David Stainback

David Stainback

Partner, US Crisis Consulting Leader, PwC United States

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