Heroes, Victims and Villains: 6 Steps to Get Crisis Communications Right

When I tell people I help companies communicate during a crisis, they usually think of national headlines, political scandals, CEOs on apology tours, or viral videos gone wrong. But most workplace crises fall into what we call the “small c” category: localized incidents that may not make national news but can cause serious damage to a company’s reputation if handled poorly.

It might be something as manageable as a social media review, tech outage, service disruption, or an employee mistake that makes the local news. Even when the crisis feels small, how your company responds in the first few hours and days is often what people remember. When the situation is larger, like a data breach, or elected officials start weighing in, it’s even more important to share empathy and information.

Here are six key steps to keep your brand trusted and respected—and human— when things get tough.

1. Plan Ahead

The time to build relationships is before you need them—not in the middle of a crisis. Know your local emergency responders, utility leads, elected officials and neighboring businesses. When a crisis occurs, you want to be a trusted, familiar contact, not just a frantic voice calling with a problem.

2. Put People Before Process

This sounds obvious, but in the chaos of fixing the problem, people often get overlooked. Lead with empathy. While your internal teams work behind the scenes, customers, employees, and neighbors need answers, reassurance, and resources—right now. Care for people first; the process can run in parallel.

3. Communicate Early

The first rule of PR is simple: tell your own story. Anyone with a smartphone can livestream in real time from the scene. Don’t give the rumor mills the mic first. Toiling endlessly over a perfectly worded statement gives speculation room to grow. You don’t need every answer immediately, but you do need to say something. A holding statement—basic, factual, and caring—buys time and shows you’re engaged. It signals that people and process are both priorities.

4. Sync with Legal Before the Clock is Ticking

Your legal team’s job is to protect the company. Crisis communicators protect the brand’s reputation and relationships through clear, empathetic communication. Both roles are essential, but different, and they need to work together. Align early so you’re not stripping compassion and clarity out of statements when every second counts.

5. Make Your Words Matter

Language shapes perception. Speak like a human, not a press release. Avoid jargon and technical terms that confuse or alienate. Instead of “impacted parties,” say “customers,” “residents,” or “neighbors.” Choose words that help people feel seen, heard, and understood.

6. Heroes, Victims and Villains

Every crisis has a hero, a victim, and a villain. Do you know which role you play?

• You’re probably not the victim, even if you feel under attack from media or public opinion. Redirecting sympathy toward yourself or brand rarely lands well when others have been hurt or inconvenienced. The real victims are those directly affected. Your job is to stand with them, not overshadow them.

• You’re also probably not the hero. That role goes to first responders, frontline workers, or others actively protecting and helping people. You don’t need to be the hero, but you do need to align with them as a part of the solution.

• If you’re the villain: know it, own it, fix it. And if the villain is a third-party factor, like weather, technical failure, or infrastructure, acknowledge it without dodging responsibility.

Final Word on Crisis Communications

Crises don’t follow schedules. They crash holiday weekends, when you’re short-staffed, or when key leadership is out of the country. Companies that manage struggles best are not perfect—but they are prepared. They know their people, they’ve built trust with partners, and they understand how to communicate like humans when it matters most.

When pressure is high, alignment across your team and with your community is more than smart. It’s survival.

What’s Next

Are you ready for your next “small c” crisis? Now is the time to assess your readiness, build relationships, and train your team. If you want to strengthen your crisis communication plan or need expert backup when things go wrong, let’s talk.

Stacie McDonald is VP of Strategic Communications at Harry, with 20 years of experience in public affairs, crisis communications, broadband, and government relations. She specializes in strategic planning and business development for organizations navigating complex challenges. Reach out to her at Stacie@harry.marketing.