Crisis Communication: How to Lead Well in Every Storm
By Jennifer Schielke
In the face of rapid change, there’s one constant we can control: how we lead—through preparation and response.
The ability to discern when disruption is surfacing and to proactively take action—especially by getting ahead of it—is an essential step toward resolution. This kind of discernment is rooted in the principles of Leading for Impact: understanding how disruption intersects with your values, your growth, and your ability to thrive—both personally and professionally.
Start with Values
When something challenges your values, you must cling to your foundation and release what threatens it. Disruption is inevitable—in both life and business. That’s why leaders must remain vigilant, alert, and responsive.
We protect our bedrock first and foremost. Through discernment, we choose action that serves the best interest of our people and our organizations.
Commitment: The Steady Ground
We’re all walking through life together, and if there’s one thing it’s taught us—it’s not always going to be a smooth ride. But within every circumstance lies an opportunity to lead, grow, and succeed.
This is where being principled matters most. As a leader, your strong foundation becomes a beacon. Others operating on unstable ground may not last—but the leader who walks with humility, perseverance, and a commitment to serve will remain.
Leaders suffer well when they endure without bitterness and keep showing up for those they serve. When your team witnesses you walk through hardship and still lead with strength, their trust deepens. Be the example of resilience. Be the one who walks through difficulty and emerges stronger.
Authentic Commitment Means:
- Staying rooted in your values
- Serving others even when the path is unclear
- Remaining anchored in moments of uncertainty
In seasons of disruption, we’re prone to create our own chaos magnifiers—things that pull us away from clarity and resolution. You won’t get it perfect every time, but when your commitment aligns with your values, it will always lead you home.
The only constant is change. In that change, we must become the calm within the storm—the steady ground, the safe place to rest.
And in all seasons of crisis, follow this golden rule: communicate, communicate, communicate.
Communication: The Lifeline of Leadership
As relational beings, communication bonds us—whether we’re facing celebration or crisis.
Regardless of whether a disruption is big or small, good or bad, your communication style is a key indicator of how well your team adapts and recovers. Strangely enough, even though everyone agrees that communication is vital, it’s one of the first things to break down in times of crisis.
Great leaders don’t allow that to happen. They rise with clarity, urgency, and consistency.
Here are five key communication pillars that apply in any time of crisis:
1. Communicate Urgently
Get ahead of the situation—or someone else will. If you don’t control the chaos, the chaos will control you. Urgency communicates value and care. It shows your people you haven’t forgotten them.
Even a brief message should include:
- What’s happening and the known impact
- Your plan to manage the situation
- Assurance that you’ll keep everyone informed
- What you need from others (especially if your focus must shift temporarily)
- When they can expect the next update
- Gratitude and your ongoing commitment to doing what’s right
2. Communicate with a Unified Voice
Don’t walk this alone. Immediately bring in your management or leadership team. Ensure everyone is aligned and comfortable delivering the same message.
This kind of unity builds confidence, credibility, and trust. Let your team hear from you, the leader, as often as possible.
3. Communicate Clearly
Be concise. Be focused. Every message should clarify:
- What’s happening
- What’s needed
- What’s being done
- What support is in place
Acknowledge what is still unknown, and promise transparency as new information becomes available.
4. Communicate Often
Over-communicate. In crisis, silence feeds anxiety. This is not the moment for imagination through ambiguity—this is the time for clarity and connection.
Set expectations around how frequently you’ll share updates, and honor that cadence. If your capacity changes, let your team know. Delegate communication when needed, but don’t allow timelines to slip.
5. Communicate Compassionately
Never lose sight of the human side. People will experience different emotional responses—and that’s okay. Acknowledge the reality of those emotions and remind your team that you will get through it together.
Encourage patience with themselves and one another. Be sensitive to the emotional ripple effects of disruption, and lead with empathy. Every time you speak, end with encouragement.
These Principles Are Not Just for the Hard Times
The magnitude of a disruption doesn’t determine the strength of your communication. These principles apply in all seasons—not just during crisis.
In fact, I once had the privilege of working with an MBA student who chose to partner with our company because of the consistency and clarity of our communication. That relationship flourished because expectations were aligned and trust was earned early.
Leadership in Every Crisis
There will be times when tragedy strikes. Crisis is simply the most extreme end of the disruption scale. But when you learn to lead well through crisis, you’ll find yourself equipped to navigate anything.
In our line of work—because we are in the business of people—we’ve experienced our share of hardship: death, illness, marriage breakdowns, accidents, economic downturns, and government shut downs. Over time, disruption reaches us all.
But in every instance, we walked through it together.
Many have shared that our communication and support during those times became a lifeline—a sanctuary. That is what it means to lead for impact. That is what it means to influence with integrity.
People first. In value and in action. Always.
