Telling your organisation’s audience what has gone wrong might seem like the worst thing you can do when disaster strikes, but in actual fact it can be one of the most important.

Managing your reputation and customers’ expectations is key to ensuring they are informed and, armed with this information, the vast majority will be happy to continue using your services.

For larger organisations, issuing a statement via spokesperson is recommended, as they are likely to be followed by the media. For smaller organisations, a written statement will usually be good enough. This can be posted on social media, on your company website and/or emailed out to customers.

It is key that you are seen to be engaging with your customers and wider audience in the event of a crisis. Reassuring your customers that the issue should not affect them or only affect them in a minor way is really important. And it goes without saying that you should also let them know when they can expect services to return to normal.