Stressed overwhelmed business colleagues going over the 5 C's of crisis communication

What are the 5 C’s of Crisis Communication?

Your business experiences a crisis. Reporters with camera teams are arriving at your office, news helicopters are flying overhead, and your communications department is getting calls from media all over the world. Although that situation may appear dramatic, the majority of corporate crises aren’t quite as sensational. Nevertheless, it does happen and this is where crisis communication comes in. In those circumstances, executives frequently give news conferences; how effectively they come across throughout their initial press conferences and media interviews is crucial to building a positive public perception.

The five crucial characteristics that all executives and spokespersons must exhibit during press conferences and interviews are described in the 5C’s of crisis communication.

Crisis Communication Composure 

The first thing to do in a crisis is to maintain composure and evaluate the circumstances. Despite the fact that people are biologically predisposed to either a fight, flight, or freeze response, stress can worsen a crisis situation. 

You’re an expert. People will pounce if you look to lack all of the facts. Because the press and your community cannot see all of the details of how you managed a crisis, they must rely on how you handled the limelight. You will appear competent if you are prepared and know the circumstances of the occurrence.


Recognise the public’s concerns. Make sure to explain the situation to the general people and let them know you share their worries. If you are able to assist the public in comprehending the entire scenario, they will be more accepting of you.


Make them feel confident in your abilities. Even if you are unsure that you can handle the problem, the public must believe that you can. They need to have faith in you and your business.


Make sure they know you care. When you are aware that public worries are unjustified, it is simple to ignore them. However, if you do so, the public may respond negatively. You must be able to relate to them in order to be taken seriously. Unfortunately, many crises arise when there is some sort of mishap that could result in a casualty. The general public wants to know how much you care about them. Don’t talk about how the situation is affecting you or your business; instead, concentrate on the victim and their family.


Be sincere. You must demonstrate to the public that you are serious about speaking with them about this subject. Yes, you’d undoubtedly prefer to be back at your business dealing with issues, but they don’t need to know!

Need Help with Your Crisis Communication?  

How to speak and write with assurance and clarity while preserving the reputation of your brand in the face of harsh media scrutiny can be difficult. The Broadcast Institute does not instruct clients on how to sidestep questioning or fabricate stories. Instead, we’ll advise and teach you how to deal with challenging, even hostile, media interview scenarios. Our lead trainer and founder Paul Connolly is a greatly experienced broadcast journalist who specialises in hostile interview training and techniques.

Everyone and anyone who genuinely wants to learn about crisis media training are welcome on our course. None of your age, experience level, or professional background are relevant. Everyone is welcome, and most importantly, we’ll transform your presentation skills within days.

To schedule a free 15-minute consultation with Paul, click here.