In a crisis, every word carries weight. A statement that sounds clear in the conference room can land as cold, defensive or confusing for the people affected.
Before your next message goes public, take five minutes to give it a quick check.
The Before You Hit Send: Crisis Message Checklist walks your team through five essentials: empathy, verified facts, accountability, meaningful action and follow-through. It also helps you spot language that could trigger a second crisis, whether you’re minimizing the harm or promising more than you can deliver.
Use this one-page tool for media statements, employee updates, social posts and spokesperson preparation. Run every draft through it before approval so your team can catch what pressure makes easy to miss.
Download the free ICM Crisis Message Checklist and keep it with your crisis communication plan. Then try it on a standby statement today. When minutes matter, your team will already know how to use it.
