How to Communicate When a Crisis Occurs

Communicating immediately during and after a crisis is critical to maintaining control, establishing authority and ensuring the safety of everyone affected. Consider all audiences or “publics” when communicating during a crisis. These publics include (but are not limited to):

• Credit union members
• Board of directors
• Staff/employees (and their families in some cases)
• Community groups, leaders
• Local residents
• Media
• Georgia Credit Union Affiliates (GCUA)
• Credit Union National Association (CUNA)
• National Credit Union Administration (NCUA)

Oftentimes, your publics will assess your credit union during and after a crisis is based on these four factors of earning trust and credibility:

• Empathy and/or caring (usually assessed within the first 30 seconds)
• Competence, expertise and readiness
• Honesty and openness
• Dedication and commitment

How to communicate when a crisis occurs