Empathy can make or break crisis communications

For businesses in crisis, messages matter—not only their content but also their structure, channel, timing, and tone. We've developed a set of principles that business leaders can follow to communicate more effectively—and empathetically—during a crisis.

At a glance

• When a company is in deep trouble, the amount of time and attention it gives to its communications can be unintentionally minimized.
• If leaders fail to communicate with empathy, morale may plummet, engagement can drop, and productivity can decline.
• Four principles, summarized with the “CARE” acronym, provide a foundation for effective communication in a crisis.