Crisis communication

Crisis communication is activated when a crisis has already struck or is about to unfold. The aim is to manage information in a swift, clear and coordinated way to reduce damage, counteract disinformation and maintain trust.

Crisis communication is the process of planning, implementing and evaluating communication during a crisis. For public-sector actors, it concerns providing accurate, clear and timely information to reduce uncertainty, counter rumours and preserve public confidence.

In a crisis, the flow of information increases drastically, especially in digital channels. People are looking for answers, and if official sources are absent, disinformation and speculation can take hold. It is therefore important that public-sector actors communicate proactively, are transparent and use reliable channels to reach out to the right target groups.