5 Steps to Handle Crisis Communication with Confidence

Well, hello there! Today, let’s talk about something that can be critical to our credit union, but often overlooked until it’s urgent: crisis communication. Whether it's someone filming outside of our building, or a member interaction going sideways on social media, or the media reaching out because they “heard something.” These situations can catch us off guard – but they don’t have to catch us unprepared.

First things first: Stay calm. Even in situations that make us feel tense or uncomfortable, how we respond in the moment says a lot about who we are. Take a deep breath. Slow down. And keep your tone respectful.

Step 2: Don’t speculate or speak off the cuff. Never speak on behalf of the credit union unless you're authorized. If someone asks questions, especially the media, your job is not to answer right away. Instead, say this: “I’m not the right person to speak on that, but I’ll make sure someone follows up with you. May I get your contact information?” See…This gives us time to assess the situation and craft the right response.

Third… don’t delay. Whether it’s video, a phone call, a suspicious post, or a strange interaction, alert your manager or your designated crisis communication lead. The sooner we know, the better we can prepare and protect our reputation and our people.

Step 4: Stick to the facts, not feelings. If you do have to document or relay information, stick to the facts. No opinions, no assumptions – just what you saw, heard, or were told.

And finally, remember this: everything we do in a crisis impacts member trust. So, let’s be the voice of clarity, not confusion. The presence of calm, not chaos. The kind of credit union others look up to, even in tough moments.

So while those are the five steps to handle a crisis, I want to dig a little deeper into something we’ve all heard before: “No comment.”

Now, technically it’s short. It’s clear. But in a crisis, it can come across as evasive or defensive. Saying “no comment” might actually spark more curiosity or suspicion.

So, here’s the better way to handle it: If someone asks a question that you can’t answer, say: “That’s not something I can speak to right now, but I’ll make sure someone follows up with the right information.” It communicates professionalism without slamming the door. It gives us time to respond properly, without fueling speculation.

Now, having said that, when is “no comment” appropriate? Only when it’s part of an officially approved statement – usually from leadership or legal. If you're unsure, default to ‘I’m not going to say more; I’m not going to say less.’ Just notify the right people and let them take it from there.

Crises are rare, but being ready for them isn’t an option. Thanks for being the kind of team that leads with integrity, preparation, and professionalism. And as always, remember: Ideas spark change, actions ignite it.