Once a crisis breaks – whether it’s a product recall, public protest, cyberattack or reputational scandal – your next step will define your future. The first 24 to 48 hours are critical. And that’s where crisis communication becomes your leadership lifeline.
So, what is crisis communication?
Crisis communication is the clear, timely, and responsible sharing of information during moments of risk and pressure. It’s not just about talking – it’s about leading with your words when people are anxious, angry, or confused.
James E. Lukaszewski calls it “leadership through language.” He advises that in any crisis, you should aim to:
- Be first with the information.
- Be honest and human in your tone.
- Be accountable – even when you don’t yet have all the answers.
The goal is simple: protect people, stabilise the situation, and preserve long-term trust.
Why it matters in South Africa
In our uniquely dynamic and often volatile environment, organisations face multiple risks – political pressure, inequality, public protests, cyber threats, and deeply engaged communities. A slow or defensive response isn’t just a missed opportunity – it becomes part of the crisis.
Consider:
- Clicks’ 2020 hair advert scandal: The initial response lacked empathy and cultural sensitivity. That gap led to national protests and long-term reputational damage.
- Woolworths IP dispute with a local entrepreneur: Delays and silence fuelled the narrative of corporate bullying, even before the facts were fully understood.
In these moments, the way you communicate matters more than the mistake itself.
The “Glass Jaw” effect
In Glass Jaw: A Manifesto for Defending Fragile Reputations in an Age of Instant Scandal, crisis expert Eric Dezenhall explains that modern brands – no matter how big or powerful – can be shattered by a single reputational blow.
He writes: “We’re in a time where perception moves faster than truth. You can win a legal battle and still lose your reputation in the eyes of the public.”
Dezenhall’s key insight is that media logic is emotional, not legal. People want accountability and reassurance – not silence, spin, or corporate-speak. This is especially true in South Africa, where community judgment often matters more than the press release.
What crisis communication achieves
1. Restores calm — It shows leadership is present, aware, and in control.
2. Puts people first — The public wants to know you care, not just that you’re managing it.
3. Stops rumours — Timely facts reduce speculation.
4. Rebuilds trust — A crisis is often a second chance – if handled well.
Communicate like a leader, not a victim
In a crisis, you don’t need the perfect words. You need honest ones, delivered with urgency and care. Crisis communication isn’t spin – it’s service. It shows your team, clients, and the broader public that you are prepared to lead, not hide.
As Lukaszewski reminds us: “Say you’re sorry. Mean it. Then fix it.”
