An interview with a crisis communications adviser
Can you describe a typical day as a crisis communications adviser in the financial sector?
Every day starts with a scan of the news and sector alerts—rumours move fast, and a single story can shape public perception. Most mornings, I check in with the risk and executive teams to align our messages. During a recent cyber incident, the first hour was chaos—stakeholders demanded answers, but facts were slow to emerge. My job was to draft holding statements, ensure internal teams spoke with one voice, and monitor how the narrative played out externally. Adaptability is the only constant.
What are the most rewarding and challenging aspects of your job?
The most satisfying moments come when clear, honest communication prevents panic. After the 2025 supply chain disruption, our upfront updates kept clients and staff from speculating. The challenge is balancing speed with accuracy. Saying too much too soon, or too little too late, both carry risks. In one recent case, we delayed a public statement by thirty minutes to verify details—and that decision paid off in credibility.
How does collaboration influence successful crisis communications?
Teamwork is everything. During a major system outage, the comms team worked side-by-side with IT and legal from the first alert. By keeping everyone in the loop and stress-testing our key messages, we avoided conflicting statements. No one can go it alone—success depends on trust and fast information flow across teams.
What advice would you give to those starting out in crisis communications?
My advice: focus on clarity and empathy. Technical jargon confuses more than it helps. Prepare templates and draft responses in advance, but be ready to rewrite everything on the fly. Find mentors who have managed real disruptions—they’ll share what went wrong, not just what went right. Above all, listen more than you speak during a crisis.
What is a widespread myth about crisis communications work?
A common misconception is that crisis communications is about spinning bad news into good. In reality, credibility is the most important asset. Stakeholders respect honesty—even when the answer is, 'we don’t know yet.' Owning uncertainty and correcting mistakes builds long-term trust. Communication is as much about listening as it is about talking.
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