In case a crisis occurs at your organization, it’s good to have a holding statement prepared in advance so that you can brief the public as soon as possible. A holding statement is an account of what the company knows and what actions it is taking to face the crisis at hand. It’s important to demonstrate control, credibility, and compassion in this statement.
Your statement should include:
- The date and time
- The location of the incident
- Basic details that have been confirmed
- Actions your organization is taking that you are willing to make public
- An expression of compassion or empathy (if appropriate)
- Contact details OR details on further updates
Once your team puts together the holding statement, it’s time to check for information that should not be written in the statement, such as details that are unconfirmed, any kind of speculation, the apportioning of blame, or the names of victims in case of death. Later, when the company knows more, another statement with further details may be released.
This statement is important because it tells the media what the company knows at this point and what it doesn’t know, what actions they are taking and how customers can get in touch. So be prepared and help your company create an outline for a holding statement before it’s too late.