The Three T’s of Crisis Communications

Written by Jayce Winters

Hope is a wonderful thing to have, but it’s not a plan. However, you can fortify that hope with action today to help prepare you for unexpected challenges tomorrow. 

From celebrity scandals to national emergencies to big brand blunders, it’s easy to see the headlines and think, “That will never be me or my company.”

Or, at least, “I hope it won’t.” 

According to Cision, crisis communication has been a top trending public relations topic for 2025. 

A positive crisis communications strategy is difficult to showcase, because when done well, you often never hear about it. But even in the worst cases, well-communicated recovery efforts can positively impact your brand’s reputation. Every crisis is an opportunity.

While much more goes into creating a full-scope crisis readiness strategy, here are three T’s to begin thinking about your crisis readiness from a public perception standpoint.

 

Trust, Transparency, Truth

Although leading with trust is the ultimate fruit of other preparedness efforts, it is the most important component to keep in mind. Trust is your most valuable reputational asset. It is an intangible currency exchanged constantly as we interact with the world around us. 

Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it.”

Trust can be built and bolstered in ways that hold stronger under pressure, and authenticity is the key to unshakeable trust. Trust built on fabrications and half-truths will crumble. 

Transparency is often misunderstood as swinging open the gates and showing every inner working of your organization to the public. Not only is this unwise, it’s ineffective. People want to know information that impacts them. You want to share information that helps build goodwill and trust for your organization. Find the intersection of those two, and you have found the sweet spot of transparency. 

Strategic transparency can also serve as evidence toward your organization’s character in times of crisis or uncertainty. This can build a stronger connection or relationship to your brand that is less swayed by negativity.

Truth is simply integrity. Transparency only works when you are who you say you are. Today’s consumer will see right through smoke and mirrors, so don’t attempt to mislead or deceive them. Show your audience that you respect them by being honest. 

In a crisis, truth is your ally. Letting the public know what is happening, controlling the narrative by leading it and being honest when you don’t know something are all ways to build trust and lower anxiety.

When done authentically and consistently, your transparency can contribute to trust and confidence that, when put under the microscope, you will tell the truth and do the right thing, because you have a proven track record of operating with that integrity. This is the recipe for maintaining stakeholder confidence in stressful situations, and even the possibility of strengthening rapport. 

All of these components can be built through an integrated communications and public relations strategy. OBP’s team of experts can help explore what that could look like for your company. To learn more, connect with us, and we can explore what’s possible together.