Crisis Communication 101: What to Say, When to Say It, and Why Waiting Is Always a Bad Idea

Here’s a secret: the companies that survive a crisis with their reputation intact aren’t always the ones with the best lawyers or the deepest pockets. They’re the ones that know how—and when—to communicate.

Every firm, no matter how well-run or cautious, is going to face a moment they didn’t plan for. A subcontractor makes a mistake. A high-profile project hits a permit snag. A social media post lands wrong. Someone speaks out of turn. You get the idea.

What matters most in those moments isn’t perfection. It’s preparation.

First Rule: Don’t Wing It

We’ve seen it too many times. A firm gets caught flat-footed and responds with either total silence or a hastily written email that only makes things worse. And it’s not because they didn’t care. It’s because they didn’t have a plan.

A crisis communications strategy isn’t a luxury. It’s not something only Fortune 500 companies need. It’s a basic business function, like insurance or HR. If you operate in public, if you serve clients, and if you employ people then you need a crisis plan.

So What Goes in the Plan?

Crisis communications starts with a simple goal: say the right thing, to the right people, at the right time, and keep your credibility while you do it. Here's the short list of what any solid plan should include:

• A clear chain of command: Who decides when to activate the plan? Who approves statements? Who talks to the press?

• Pre-approved messaging templates: You can’t anticipate every scenario, but you can prepare a range of tone-appropriate frameworks for different situations—accidents, delays, data issues, complaints, etc.

• A stakeholder contact map: Clients, partners, employees, board members. You need to know who needs to hear from you and how.

• Media protocols: Who fields media calls? What do employees say (or not say) if contacted?

It’s not about having every answer ahead of time. It’s about knowing how to gather information quickly, speak with authority, and maintain trust under pressure.

The Biggest Mistake? Waiting Too Long

The worst thing you can do in a crisis is go quiet.

In the absence of information, people fill in the gaps themselves. And they usually assume the worst. It doesn’t take long for a delay in messaging to feel like dishonesty. If you’re not ready to speak to the public or press, you can still acknowledge the situation, show that you're taking it seriously, and promise more info to come.

A simple “we’re aware, we’re investigating, we’ll follow up” can buy you valuable time without eroding public trust.

What Crisis Comms Is Not

It’s not spinning the truth. It’s not gaslighting your stakeholders. And it’s definitely not pretending like nothing happened.

Effective crisis communication doesn’t mean you’re never wrong. It means you take responsibility in a way that’s professional, respectful, and proactive. And when done well, it can actually strengthen your reputation. People remember who owned the moment and who disappeared.

It’s Not If, It’s When

If you’ve made it this far without a major communications mishap, that’s great. But don’t confuse good luck with good planning. Construction, development, and real estate are high-visibility, high-stakes industries. There’s always something that can go sideways.

Having a crisis comms plan in place is the difference between a hiccup and a headline. Between protecting your brand or letting it get defined by others.

If you’re not sure where to start, or want someone to walk you through building a plan from scratch, we do that. We’ve helped firms small and large navigate real issues in real time—and come out stronger on the other side.

Because in a crisis, you don’t get extra points for figuring it out as you go. You get points for being ready.