---
title: Crisis Communication Fundamentals — RGM Training
url: https://realgrowthmatters.com/training/crisis-communication/crisis-communication-fundamentals/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/crisis-communication/crisis-communication-fundamentals/
---

[Home](../../../index.html) › [Training](../../index.html) › [Crisis Communication](../index.html) › Crisis Communication Fundamentals

RGM° · Training

# Crisis Communication Fundamentals

Mandatory now. Types, principles, preparation, team structure, legal, executive role.

### What you will learn

1. [Why crisis communication is now mandatory](#why)
2. [Types of crises](#types)
3. [Crisis principles](#principles)
4. [Preparation phase](#preparation)
5. [Crisis team structure](#team)
6. [Legal considerations](#legal)
7. [Executive role](#exec)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## Why crisis matters

Crises compound at social media speed. Bad handling destroys brand equity built over years. Good handling can build trust. Mature companies prepare; immature companies improvise.

## Types

- Product / safety issues.
- Data breach.
- Executive misconduct.
- Workplace culture issues.
- Customer service failures going viral.
- Misinformation campaigns.
- Industry-wide crisis affecting your brand.
- Geopolitical events affecting operations.
- Environmental / ESG events.

## Principles

- **Speed:** First response within hours.
- **Transparency:** What you know, what you don't, what you're doing.
- **Accountability:** Take responsibility where appropriate.
- **Empathy:** Affected parties first.
- **Action:** Show, don't just say.
- **Consistency:** Same message across channels.
- **Long-term thinking:** Short-term reputation hits for long-term integrity.

## Preparation

- Crisis playbook with scenarios.
- Pre-drafted holding statements per scenario.
- Decision-making authority documented.
- Communication tree.
- Tabletop exercises annually.
- Media training for spokespeople.
- Social listening for early detection.

## Team

- **CEO / lead executive.** Ultimate accountability; selective public appearance.
- **Communications lead.** Strategy and external messaging.
- **Legal counsel.** Liability and disclosure.
- **HR.** If employees involved.
- **Operations.** Root cause investigation.
- **Customer service.** Affected customer outreach.
- **Security / IT.** Data and infrastructure issues.
- **Designated spokesperson.**

## Legal

- Disclosure requirements per jurisdiction.
- Don't admit liability prematurely.
- Privilege protection.
- Regulatory notification requirements.
- Litigation hold procedures.
- Customer notification (breach laws).
- Legal review of public statements.

## Executive role

- Visible but selective.
- Take accountability personally for major issues.
- Avoid defensive language.
- Don't blame underlings publicly.
- Show action through specific commitments.
- Internal communications equally critical.
- Media training pre-crisis.

## Advanced playbook

- Annual crisis playbook update.
- Quarterly tabletop exercises.
- Media training for executives.
- Social listening monitoring.
- Crisis CRM with stakeholder contacts.
- Pre-drafted holding statements.
- Post-crisis retrospectives.
- Brand recovery measurement.
- Insurance coverage review.
- Crisis vendor relationships (PR firm, legal).

## Common mistakes

- No crisis playbook; improvisation under pressure.
- Slow first response.
- Defensive language.
- Lack of accountability.
- Blaming underlings or external parties.
- Internal communications absent.
- Inconsistent cross-channel messaging.
- Media training skipped.
- Tabletop exercises not held.
- Post-crisis retrospective skipped.

## Operating checklist

- Crisis playbook with scenarios
- Pre-drafted holding statements
- Decision authority documented
- Communication tree
- Annual tabletop exercises
- Media training for executives
- Social listening monitoring
- Legal counsel relationship
- Crisis vendor relationships
- Post-crisis retrospective process

## Sources and further reading

- Institute for Crisis Management
- Edelman Trust Barometer
- PR Week crisis case studies
- Andrew Davis crisis communication
- Public Relations Society of America (PRSA)
- Reputation Institute research
- RGM Brand Marketing series
- Tylenol 1982 case study
- Johnson & Johnson recovery research
- Boeing 737 MAX case study analysis
- BP Deepwater Horizon case study
- Crisis communication academic research

---

Part of the [Crisis Communication](../index.html) series.