Around 70% of businesses in the United States lack a formal crisis communication plan, according to a recent report. This gap often leads to serious challenges when a crisis arises. In crisis communications, delivering a clear and timely message is essential to protect a company’s reputation.
Many businesses make common press release errors that can confuse the public or make the situation worse. At eReleases, we understand how important it is to avoid these mistakes.
In this blog post, we will highlight the most frequent errors made during crisis press releases and explain how to avoid them. Keep reading to learn how to communicate clearly, accurately, and effectively when it matters most.
Delaying Your Press Release
In crisis communications, timing is crucial, so delaying your press release can lead to confusion and allow rumors to spread. When a crisis hits, your audience expects quick and clear information. Waiting too long to respond can harm your reputation and make the situation harder to manage.
At eReleases, we advise acting promptly. Issuing a press release early shows you are aware of the problem and are taking responsibility. Even if you don’t have all the details yet, acknowledge the issue and promise to provide updates, as this helps maintain trust and control over the story.
Delays also give others, such as competitors or news outlets, the chance to shape the narrative. By responding quickly, you reduce speculation and show leadership.
Quick action doesn’t mean rushing without care; it means preparing an accurate, clear message as soon as possible. Timely communication keeps your audience informed and can help calm concerns during a crisis.
Using Vague or Confusing Language
Using vague or confusing language in crisis communications can cause more harm than good. When a crisis occurs, your audience needs clear and straightforward information. If your press release is full of jargon, unclear statements, or vague terms, it can create misunderstandings and reduce trust.
We always emphasize the importance of simple and direct language. You should avoid using technical terms that most people won’t understand, and instead, focus on explaining the situation honestly and clearly. Being transparent builds credibility, even if the news isn’t positive.
Confusing language can also lead to rumors and misinformation. When people don’t understand your message, they fill in the gaps with their own assumptions. Clear communication helps prevent this and keeps your audience calm.
During a crisis, your press release should guide readers, not leave them guessing. Clear and honest messaging is key to maintaining control of the story.
Not Addressing the Issue Directly
Not addressing the issue directly is a major mistake in crisis communications. When a problem arises, trying to avoid or downplay it can damage your company’s reputation. People expect honesty and straightforward answers during a crisis, so if your press release sidesteps the main issue, it creates doubt and suspicion.
At eReleases, we stress the importance of facing the problem head-on. Clearly state what happened and what steps you are taking to fix it. Avoid vague statements or shifting blame. This approach shows responsibility and helps rebuild trust with your audience.
Ignoring the core issue can lead to negative media coverage and social media backlash. Direct communication keeps your message focused and prevents misinformation from spreading. Being upfront and transparent in your press release helps control the narrative and demonstrates that your company is committed to resolving the crisis.
Ignoring SEO and Online Visibility
Ignoring SEO and online visibility is another costly mistake in crisis communications. Remember, press releases today are not just for journalists – they also help your message reach a wider online audience. If your release isn’t optimized for search engines, it may get lost in the noise.
Our team makes sure every press release is formatted with the right keywords, metadata, and links to improve search rankings. This helps your message appear in relevant online searches when people look for information about the crisis.
Failing to consider SEO reduces your press release’s reach and limits its impact. Optimized press releases boost visibility, making it easier for customers, partners, and the media to find your official statement quickly. Proper SEO also helps control the narrative by ensuring your version of the story appears higher in search results, reducing the spread of rumors and misinformation.
Sending to the Wrong Audience
Sending your press release to the wrong audience can seriously weaken your crisis communications. A common error is blasting the message broadly without considering who needs to hear it most. This approach often leads to wasted effort and missed opportunities to manage the situation effectively.
That’s why at eReleases, we focus on targeting the right media contacts, journalists, and influencers who cover your industry or specific crisis topic. Reaching relevant audiences ensures your message gets the attention it deserves and is shared responsibly.
Sending to the wrong audience can cause confusion, misinformation, or even damage your reputation further. Tailoring your press release distribution helps keep communication clear and focused.
It also increases the chances that your message will be picked up by trusted sources, giving you better control over how the crisis is perceived.
Don’t Overuse Jargon or Defensive Language
Last (but not least), using too much jargon or defensive language in a crisis press release can harm your message. Complex terms confuse readers and make your company seem less transparent. Defensive tones may come off as avoiding responsibility, which can damage trust.
Our team is able to craft clear, honest statements that build credibility and calm concerns. Avoiding jargon and defensiveness keeps your message straightforward and more effective during a crisis.
Master Crisis Communications With eReleases
To sum up, in crisis communications, speed, clarity, and accuracy are key. Avoiding common press release errors can protect your reputation and build trust. An effective crisis strategy means addressing issues directly, targeting the right audience, and ensuring your message reaches people clearly.
At eReleases, we support your crisis management efforts with expert guidance and professional press release services. Trust us to help you communicate confidently when it matters most. Start building your crisis communications plan to respond quickly and effectively.