Crisis communication for public authorities
When a public authority or its representatives suddenly find themselves in the public spotlight, communication must function effectively under time pressure. Information is often still incomplete, the media are already asking questions, discussions are emerging on social media, and the public expects answers.
IRF supports public authorities in communicating quickly, in a coordinated and credible manner in challenging situations. We provide support with preventative measures as well as in the event of a specific incident.
Systems fail partially or completely, or sensitive data is compromised. At the same time, it is often still unclear exactly what has happened and what information can be disclosed.
Flooding, a storm or a landslide can suddenly affect people and infrastructure. There is a need for rapid updates on the situation, clear guidance on how to behave, and coordinated communication with emergency services and the public.
A major fire or an explosion creates a high demand for information. Authorities must communicate confirmed facts, safety measures and responsibilities on an ongoing basis and in a way that is easy to understand.
A failure of electricity, water, transport or IT services can quickly affect large numbers of people. Priority must be given to providing clear information on the impact, alternative solutions, advice on how to behave and the expected course of events.
In the event of threats of violence or acute threats, protection and operational command take precedence. Communication must convey safety advice, avoid speculation and protect those affected.
Pandemics, epidemics, supply shortages or other health crises lead to uncertainty. Authorities must explain measures in a clear and transparent manner and coordinate information with specialist agencies and service providers.
Investigations, legal proceedings or a loss of trust in members of a public authority can call into question that authority’s ability to act. Transparent, legally sound communication provides guidance and maintains credibility.
Contamination of soil, water or air can cause great concern. Authorities must explain risks, investigations and remediation steps transparently and ensure dialogue with those affected.
Those who only clarify roles, responsibilities and decision-making processes once an incident has occurred lose valuable time. An effective communication structure creates the conditions necessary to remain capable of acting, even under pressure.
At the outset of a critical situation, the information available is often incomplete. Credibility is built at this stage through transparency about what is known, what is still being clarified and when further information will follow.
Those directly affected, staff, the public, political bodies and the media have different information needs. It is crucial to prioritise these early on and to coordinate communication across the various channels in a targeted manner.
Even the best strategy must be presented convincingly. Spokespersons must be able to get to the heart of key messages, answer difficult questions and remain composed even under pressure.
Public authorities operate within a unique area of tension between the public’s right to information, political expectations, the legal framework and the protection of those affected. Communication must therefore not only be swift, but also careful, transparent and institutionally credible.
Our services for public authorities
Communication must be a fundamental part of crisis management. With our three modules, we support you in the run-up to a crisis so that, should the need arise, you can communicate quickly, in a coordinated manner and credibly.
Module 1 – Communication Assessment
- Current situation, expectations and existing communication and crisis management structures
- Roles, responsibilities, deputies, and alert and approval processes
- Availability, responsiveness and internal information channels
- Media and stakeholder analysis, channels and technical availability in the event of a crisis
- Existing resources: crisis communication plan, contact lists, templates, Q&A
- Interfaces with partner organisations and higher-level authorities
- Weaknesses, areas requiring action and prioritised measures
Module 2 – Traditional media training
- Fundamentals of public sector communication and stakeholder expectations
- Role and responsibilities as a spokesperson
- Developing key messages and explaining complex issues in an understandable way
- Communicating when information is incomplete or uncertain
- Responding confidently to critical questions, speculation and misinformation
- Body language, voice and presence, as well as camera and interview training
- Individual feedback and specific recommendations for improvement
Module 3 – Crisis simulation
Preparation and assessment of the situation
- A realistic scenario relevant to the authority’s remit and areas of responsibility
- Activation of the crisis management team and preparation of an initial situation assessment
- Coordination with the command staff, specialist units, emergency services and other authorities
Communication under pressure
- Development of communication objectives and key messages: setting priorities and formulating clear, consistent messages
- Managing internal and external crisis communication in a coordinated manner
- Media and public pressure: enquiries, social media, rumours, press releases
- Spokesperson training: statements
Evaluation and learning
- Structured observation of processes, decisions and interfaces
- Debriefing: strengths, challenges, critical situations
- Prioritised recommendations for action regarding plans, roles and approvals
