A holding statement is simply a short statement that a company will issue in the event of a crisis, as news about it is breaking. It acknowledges that there is an issue and communicates the next steps being taken.
Now, the word ‘crisis’ is relative, ranging from genuine disasters to anything that can threaten the reputation of your company or stakeholders.
But if news is unfolding quickly, it just allows you to take control of the situation, react with speed and prevent rumours and speculation from building.
Naturally, therefore, the wording of this statement is subject to scrutiny and you need to get it right first time.
Here are some tips:
- Keep it short – the less you say, the less that can go wrong. Obviously you need to get across the main points: the who, what, when, where and why of the situation, but keep it as brief as possible. Going into unnecessary detail just gives you more rope to hang yourself with.
- Express empathy – if someone, or a group of people (for example your customers) have been negatively impacted by this issue, your first step should be to express empathy towards this party in an unreserved way.
- Use clear language – be succinct, to the point, and use clear language. Avoid clouding your statement with industry jargon, and don’t be tempted to distract from the situation by using overly complicated sentences as you could attract more negative attention.
- Outline your actions – one of the most important parts of a holding statement is to share both the steps you’ve already taken to address the situation, and what you plan to do next.
- Reassure – if the issue is regarding safety or security in any way, it’s important to reassure those potentially affected that you’re on top of the situation and as far as you can (whilst being honest of course), reassure them they won’t be affected. For example, if there’s been a data breach, what measures have you taken to mitigate the impact of customers’ personal data being stolen?
- Review your wording carefully – as mentioned, when the spotlight is already on your company, statements may be reviewed with a critical eye, so it makes sense to have people from different parts of your company review it from different perspectives.
- Act in a timely manner – whilst it’s important not to say the wrong thing, getting a statement issued quickly is also important to prevent misinformation spreading, especially online and across social media.
A holding statement is a really valuable tool in the crisis PR toolkit when used correctly, as long as it’s approached in a careful and well-considered way.
