The recent crash of a Delta Airlines flight in Toronto reminds us how important crisis communication strategies can be. In crisis communications, it is crucial to disseminate information in a timely manner. “Timeliness” means responding to a crisis quickly and promptly, often within a very short timeframe, as the initial response within the first few minutes or hours can significantly impact how a situation unfolds and how the public perceives the organization involved.
Delta Airlines released information quickly and frequently in the immediate aftermath of the Toronto crash, especially within the first 48 hours. Delta released multiple statements, with the initial ones focusing on confirming the incident, ensuring passenger safety, and stating they were working with authorities to investigate. Their crisis communication strategies utilized press releases, social media (primarily X), and interviews with news outlets to disseminate information. Delta CEO Ed Bastian was empathetic and transparent in media interviews, knowing there was no information he could share surrounding the investigation.
The 3Fs: Leveraging Effective Crisis Communication Strategies
This incident emphasizes that simply responding quickly isn’t enough. Effective crisis communication strategies require careful advanced planning. Yes& CommCore suggests that any crisis communications plan includes the “3F” Rule: Be Fast, Factual, and Flexible.
1) FAST: Yes&CommCore founder, Andy Gilman has noted that the traditional “Golden Hour” response time for crisis communications to take place via traditional and social media is now down to 15 minutes (to learn more, see our previous post about cybersecurity and crisis communications). The hyper-speed proliferation of hash-tagged critical comments and attacks via social media at the onset of any public-facing crisis is abundant proof that more than ever before, time is now the key factor in managing a crisis response.
2) FACTUAL: Deliver the facts as you know them, even if it’s a short post or statement, and constantly monitor the response. Despite increased efforts by social media platforms to screen potentially incendiary postings, there are no copy editors to vet the accuracy of a social media posts before they are published and go viral. (For more insight, see our Yes& CommCore Observer, Navigating What Employees Say on Social Media During a Crisis.) The best way to handle false or misleading information is to simply state the facts as you know them in your response, without provoking the original poster any further.
3) FLEXIBLE: The facts can change quickly during a crisis. You need to be ready to add information or pivot as the situation unfolds. It goes without saying that constant communications with regulators or authorities is essential to determine how you may have to modify your organization’s public comments.
Following the 3F rule may not speed up the resolution of a crisis such as a plane crash. However effective crisis communications strategy is essential in protecting and restoring reputation after the situation subsidies.
At Yes& CommCore, we believe crisis communications planning is an investment; not an expense.
- Studies indicate that every dollar spent on crisis communications strategies are worth $7 in losses averted.
- A report by Hotwire suggests that 45% of senior communications executives do not have a crisis communications plan.
- 80% said they were worried that a crisis event would someday affect their organization.
Contact our Crisis Communications Strategy Team
We are available and can put you in touch with the right person to help with your specific crisis communications challenge.
To schedule a PressureTest™ Demo or get answers quickly, call us at (202) 659-4177 or email info@yesandcommcore.com to contact our crisis communications firm today.
