Crisis Press Release Examples 

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What Is a Crisis Press Release?

A crisis press release is a type of press release issued by organizations to inform the public, stakeholders, media, and other interested parties about a significant negative event or situation that has impacted, or has the potential to impact, their organization.

Its primary purpose is to address the situation openly and transparently, providing key details about what happened, the immediate response initiated by the organization, and the steps being taken to resolve and prevent future occurrences of such an event.

Crisis Press Release Resources

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This sample is part of a larger collection of press release samples from 20 different industries.

Crisis Press Release Examples

We realize that writing a press release in the midst of all the emotion and stress of the crisis itself is a tough job. So, here are 15 examples of actual crisis press releases issued by companies and organizations to give you ideas for that unfortunate moment when you need to write one yourself:

Example #1: Data breach announcement

Example #2: Statement by an attorney after a fatal hot air balloon accident

Example #3: Company press release after accidental death of one of their employees

Example #4: Company apologizes and pledges to provide a more equitable and inclusive experience

10 More Crisis Press Release Examples

  1. Product recall press release
  2. Company corrects false claims made against it
  3. Company counters claim made by short seller attempting to cut their share price
  4. Company apologizes after marketing campaign goes awry
  5. Acknowledgement of inappropriate social media behavior
  6. Association recognizes and apologizes for historical actions by its members
  7. Apology to customers over system disruption
  8. Energy company deals with heavy demand requiring load shedding
  9. Company announces product recall
  10. Company takes action to improve liquidity and capital structure

The Complete Guide to Writing a Crisis Press Release

Resources to help you decide whether to issue a crisis press release, what one typically contains, and templates to help you write your own.

Why Issuing a Crisis Press Release Is Oftentimes Better Than Remaining Silent

In the digital age, where information spreads faster than ever, how a company responds to a crisis can significantly impact its reputation, customer loyalty, and long-term success. While the instinct is usually to remain silent and hope the issue fades away, experience and evidence overwhelmingly supports being proactive by issuing a crisis press release. Here’s why – crisis press releases help you:

  • 1. Control the Narrative

    One of the primary advantages of issuing a crisis press release is the ability to control the narrative. Silence can easily be be seen as avoidance, fueling speculation, rumors, and misinformation, exacerbating the situation and damaging the company’s reputation. By speaking up, a company can provide accurate information, set the record straight, and guide the conversation in a more favorable direction.

  • 2. Demonstrate Transparency and Accountability

    Transparency is a key component of trust. In times of crisis, stakeholders want to know what happened, why it happened, and what is being done about it. A well-crafted press release demonstrates a company’s commitment to transparency and accountability, showing that it takes the issue seriously and is working to resolve it. This openness is crucial for maintaining or rebuilding trust with customers, investors, and the public and can oftentimes enable the company to emerge from the crisis with a stronger public perception than they had going in.

  • 3. Mitigate Negative Impact

    A crisis left unaddressed can spiral out of control, leading to a more significant negative impact on the company’s image and financial health. A prompt press release can help mitigate this damage by reassuring stakeholders that steps are being taken to address the issue. This communication can prevent stock prices from plummeting, customers from boycotting, and partners from severing ties.

  • 4. Legal and Regulatory Compliance

    In certain situations, such as data breaches or financial misconduct, there may be legal or regulatory requirements to disclose the incident to affected parties or the public. Failure to comply can result in hefty fines, legal challenges, and further damage to the company’s reputation. A crisis press release helps the company meet its obligations and avoid additional legal complications.

  • 5. Facilitate Crisis Management

    Issuing a press release is a critical component of effective crisis management. It enables a company to outline its response, communicate what it is doing to prevent future occurrences and express empathy toward those affected. This structured response helps the company manage the crisis more effectively by organizing its approach and ensuring a consistent message across all channels.

  • 6. Preserve Long-term Reputation

    A company’s response to a crisis can have lasting implications for its reputation. Organizations that respond quickly, responsibly, and transparently are often able to recover more effectively from a crisis, sometimes even emerging stronger. Silence, on the other hand, can lead to a tarnished reputation that takes years to rebuild—if it can be rebuilt at all.

  • 7. Show Leadership and Resolve

    In times of crisis, leadership is under the microscope. Issuing a press release shows that the company’s leadership is taking charge, addressing the issue head-on, and committed to resolving the situation. This display of resolve can reinforce stakeholders’ confidence in the company’s management and its ability to navigate challenges.

While the temptation to remain silent during a crisis is understandable, the benefits of issuing a crisis press release far outweigh the risks.

By controlling the narrative, demonstrating transparency, mitigating negative impacts, and showing leadership, companies can navigate the stormy waters of a crisis more effectively.

Ultimately, how a company communicates during its worst moments can define its integrity, resilience, and character in the eyes of the world.

How to Write a Crisis Press Release – What to Include

  1. A clear and concise headline: This provides a summary of the crisis and the organization’s response.
  2. A dateline: The release date and location of the announcement.
  3. An introductory paragraph: This section briefly describes the crisis, including who, what, when, where, and why, if known.
  4. The body: Detailed information about the incident, the organization’s immediate actions, ongoing and future measures to address the situation, and any impact on services or operations.
  5. A statement from a high-ranking official: Quotes or statements from company leaders expressing concern, commitment to resolution, and steps towards prevention.
  6. Contact information: Details for media contacts or where the public and stakeholders can get more information.
  7. An about section: A brief overview of the organization, its mission, and values, reinforcing its commitment to stakeholders and ethical practices.

Crafting Your Press Release to Respond to a Crisis

Here are six templates you can use as the foundation for your press release:

Crisis Press Release Templates

These templates focus on different types of crises to help you communicate the necessary information clearly and responsibly.

1. Product Recall Press Release Template

Headline: [Company Name] Announces Voluntary Recall of [Product Name] Due to [Reason for Recall]

Subheadline: Immediate action taken to ensure consumer safety and maintain trust.

[Date & Location]

In our commitment to safety and transparency, [Company Name] is voluntarily recalling [Product Name], following [description of the issue, e.g., “reports of malfunctioning parts” or “potential contamination risk”]. This recall affects products distributed between [start date] and [end date], with the following identification numbers: [list numbers or range].

What You Should Do:

For Consumers: If you have purchased the affected product, please [advice for consumers, e.g., “stop using it immediately,” “return it to the place of purchase,” etc.]. [Details on refunds, replacements, or repair options.]
For Retailers: We urge you to remove these items from your shelves immediately and contact us for further instructions.

Our Response:

[Details on the investigation, collaboration with regulatory bodies, or steps taken to identify and fix the issue.]
[Information about how the issue was discovered and measures taken to prevent future occurrences.]

For More Information:

Customers and partners can contact [Company Name]’s customer service at [contact information] or visit [website] for updates and further instructions.

About [Company Name]:

[Brief description of the company, its mission, and commitment to safety and quality.]
Contact:

[Company’s media contact information]

2. Data Breach Notification Press Release Template

Headline: [Company Name] Responds to Data Security Incident

Subheadline: Immediate actions undertaken to protect affected individuals and secure data.

[Date & Location]

[Company Name] recently discovered a data security incident that may have compromised personal information of [number] of our customers/users. Upon discovery, we took immediate steps to secure our systems, and an investigation is currently underway, conducted with the assistance of leading cybersecurity experts.

What Information Was Involved:

[Details on the type of information that was potentially accessed or acquired.]

What We Are Doing:

[Measures taken to address the breach, such as engaging cybersecurity experts, working with law enforcement, and enhancing security measures.]

[Information on free credit monitoring or identity theft protection services offered to affected individuals.]

What You Can Do:

[Steps individuals can take to protect themselves, such as monitoring their account statements and credit reports, changing passwords, etc.]

For More Information:

We understand the importance of your personal information and are committed to protecting your privacy. For questions or additional support, please contact [contact information].

About [Company Name]:

[Brief description of the company, its values, and its commitment to privacy and security.]

Contact:

[Company’s media contact information]

3. Environmental Incident Response Press Release Template

Headline: [Company Name] Addresses Environmental Incident at [Location]

Subheadline: Immediate action and long-term measures implemented to mitigate impact and prevent recurrence.

[Date & Location]

[Company Name] is addressing an environmental incident that occurred at [specific location or facility], involving [brief description of the incident, e.g., “a chemical spill” or “an emission of pollutants”]. We are working closely with local authorities, environmental agencies, and third-party experts to assess the impact and undertake necessary remediation efforts.

Immediate Response:

[Details on the immediate actions taken following the incident, such as containment measures, cleanup efforts, and safety precautions.]

Investigation and Remediation:

[Information on the investigation into the cause of the incident and steps being taken to remediate the impact on the environment and local communities.]

Commitment to Sustainability:

[Details on the company’s environmental policies, sustainability efforts, and measures being implemented to prevent future incidents.]

For More Information:

We are committed to transparency and will continue to provide updates as more information becomes available. For inquiries or concerns, please contact [contact information].

About [Company Name]:

[A brief introduction to the company, its commitment to environmental stewardship, and its role in the community.]

Contact:

[Company’s media contact information]

4. Service Outage Notification Press Release Template

Headline: [Company Name] Addresses Unplanned Service Outage, Committing to Swift Resolution

Subheadline: Immediate actions taken to restore services and ensure reliability.

[Date & Location]

[Company Name] experienced an unplanned service outage on {date}, affecting [services/products] across [regions/areas]. We understand the critical importance of our services to our customers and are working tirelessly to restore full functionality.

What Happened:

Brief explanation of the cause of the outage (if known) or that the cause is currently under investigation.

Current Status:

Latest updates on service restoration efforts and any services that have been restored.

Our Response:

Details on the steps being taken to address the outage, including mobilization of technical teams and external experts (if applicable).

Information on any workarounds or alternative services customers can use in the interim.

Next Steps:

Outline of the plan for fully restoring services and any upcoming communications customers can expect.

For More Information:

Customers seeking further information or assistance can contact [contact information] or visit our dedicated [service outage page/FAQ].

About [Company Name]:

[Brief description of the company and its commitment to service reliability and customer support.]

Contact:

[Company’s media contact information]

5. Financial Misconduct Response Press Release Template

Headline: [Company Name] Takes Decisive Action in Response to Financial Misconduct Findings

Subheadline: Transparency, accountability, and immediate corrective measures prioritized.

[Date & Location]

[Company Name] has recently become aware of allegations of financial misconduct within our organization. We take these allegations extremely seriously and have initiated a comprehensive internal investigation with the support of independent financial and legal experts.

Preliminary Findings:

Summary of what the investigation has uncovered thus far, without compromising confidentiality or legal processes.

Our Response:

Steps taken in response to the findings, such as suspension of involved parties, complete financial audit, implementation of tighter financial controls, and cooperation with regulatory bodies.

Commitment to ethical conduct and the measures being taken to reinforce this commitment across the company.

Looking Forward:

Plans for a full review of financial practices and policies.

Commitment to transparency with stakeholders about the findings and the steps being taken to address the issue.

For More Information:

We understand the importance of trust and transparency, particularly in challenging times. For further inquiries, please contact [contact information].

About [Company Name]:

[A brief introduction to the company, its values, and its commitment to ethical practices.]

Contact:

[Company’s media contact information]

6. Workplace Incident Response Press Release Template

Headline: [Company Name] Responds to Workplace Incident, Ensuring Safety and Support

Subheadline: Immediate actions and ongoing support for affected individuals.

[Date & Location]

A serious incident occurred at [location/facility] on {date}, which [briefly describe the nature of the incident, such as “resulted in injuries to several employees” or “led to a temporary evacuation”]. Our primary concern is the safety and well-being of our employees and anyone affected.

Immediate Response:

Actions taken immediately following the incident, such as providing medical attention to those injured and securing the area.

Investigation and Support:

Information on the investigation into the cause of the incident and measures being taken to prevent future occurrences.

Details on support services being offered to affected employees, such as counseling and medical care.

Commitment to Safety:

A reaffirmation of the company’s commitment to maintaining a safe work environment and the steps being taken to review and enhance safety protocols.

For More Information:

We are committed to transparency and supporting our employees through this difficult time. For more information, please contact [contact information].

About [Company Name]:

[A brief overview of the company, emphasizing its commitment to employee safety and well-being.]

Contact:

[Company’s media contact information]

The Importance of Using a Press Release Distribution Company for Crisis Communications

In the midst of a crisis, the ability of an organization to communicate effectively and efficiently can significantly influence the outcome and long-term impact of the event. Utilizing a press release distribution company, like eReleases.com, becomes a strategic choice, enhancing the reach and impact of your crisis press releases. Here’s why it is important to use a quality press release distribution service in times of crisis:

  • 1. Immediate and Wide Reach

    A quality press release distribution company has established networks and relationships with a wide array of media outlets, including newspapers, online platforms, television, and radio stations, both locally and globally. By leveraging these channels, organizations can ensure that their message is disseminated quickly and broadly, reaching stakeholders, the public, and the media within hours. This rapid, wide distribution is critical in a crisis situation where time and accurate information dissemination are of the essence.

  • 2. Targeted Distribution

    Quality press release distribution services offer the ability to target press releases to specific industries, geographical locations, and demographics. This targeted distribution ensures that the message reaches the most relevant media and their audiences, including those most affected by the crisis or those who play a crucial role in the resolution and recovery process. Tailoring the distribution can lead to more effective communication and a better understanding of the situation among key stakeholders.

  • 3. Credibility and Professionalism

    Utilizing a professional distribution service can lend credibility and professionalism to the organization’s communication efforts. Media outlets may be more likely to publish or broadcast a press release that comes through a recognized distribution network, recognizing it as a legitimate and newsworthy source. In a crisis, establishing and maintaining credibility is paramount to managing the situation effectively.

  • 4. SEO Benefits and Online Visibility

    Quality press release distribution companies often ensure that your content is optimized for search engines, increasing the visibility of your message online. This optimization includes incorporating relevant keywords, meta descriptions, and titles that improve the press release’s ranking in search engine results. Enhanced online visibility ensures that when stakeholders search for information about the crisis, they find the organization’s official statements, reducing the spread of misinformation.

  • 5. Analytics and Feedback

    Many distribution services provide analytics and feedback on the reach and impact of your press release. This data can be invaluable for understanding how the message is being received, which geographical areas or demographics are engaging with it, and how it’s being shared across social media and other platforms. Such insights can inform ongoing crisis management strategies and adjustments to communication efforts in real-time.

  • 6. Cost-Effectiveness

    Compared to the potential costs associated with a poorly managed crisis—loss of customer trust, legal repercussions, or lasting damage to the brand’s reputation—the investment in a press release distribution service is extremely cost-effective. Services like eReleases.com can maximize the impact of your communication efforts, helping to mitigate the crisis more efficiently and potentially saving the organization from more significant financial losses in the long run.

Frequently Asked Questions About Crisis Press Releases

What is a crisis press release?

A crisis press release is an official statement issued by an organization in response to an emergency, controversy, or negative situation that threatens its reputation, operations, or stakeholder trust. Unlike standard press releases that announce positive news or updates, crisis press releases are reactive communications designed to address public concern, provide factual information, demonstrate accountability, and outline corrective actions. These statements serve as the organization’s official position during challenging circumstances such as product recalls, data breaches, workplace incidents, legal issues, or public controversies.

How quickly should you issue a crisis press release?

The general rule in crisis communication is to respond within the first 24 hours, and ideally within the first few hours of a crisis becoming public. Speed is critical because information vacuums get filled with speculation, misinformation, and competitor narratives. However, speed should never compromise accuracy. If you don’t have all the facts, it’s better to issue an initial holding statement acknowledging the situation and promising updates as information becomes available, rather than remaining silent or releasing inaccurate information that you’ll need to correct later.

What are the essential elements every crisis press release should include?

Every effective crisis press release should contain several key components. First, you need a clear headline that directly addresses the situation without being defensive or evasive. The opening paragraph should acknowledge what happened and express appropriate concern for those affected. The body should provide factual information about the incident, explain what immediate actions the organization is taking, and outline steps to prevent future occurrences. You should also include relevant context that helps stakeholders understand the situation, though never as an excuse. Finally, include contact information for media inquiries and resources for affected parties, such as customer service lines or informational websites.

Should you apologize in a crisis press release?

Whether to apologize depends on the nature of the crisis and the organization’s responsibility. If your organization is clearly at fault or if your actions or negligence have harmed people, an authentic apology is essential for rebuilding trust. However, the apology must be genuine and take responsibility rather than deflecting blame. Avoid conditional apologies like “if anyone was offended” or “mistakes were made,” as these sound insincere. In situations where facts are still emerging or legal liability is contested, you can express sympathy and concern for those affected without admitting fault. When in doubt, focus on demonstrating empathy and a commitment to making things right, rather than on legalistic language that protects the organization at the expense of appearing uncaring.

What tone should a crisis press release have?

The appropriate tone balances professionalism with humanity. Your statement should be serious and sincere, reflecting the gravity of the situation while avoiding corporate jargon that sounds robotic or detached. Express genuine concern for those impacted and take ownership of the problem rather than making excuses or deflecting blame. Avoid defensive language, minimizing the issue, or attacking critics. The tone should convey transparency, accountability, and commitment to resolution. Remember that tone is communicated not just through word choice but through what you prioritize in your messaging—leading with concern for affected parties rather than business impacts demonstrates appropriate values.

How is a crisis press release different from a regular press release?

Crisis press releases differ from standard press releases in purpose, tone, timing, and structure. While regular press releases proactively announce positive developments using promotional language, crisis releases are reactive responses to negative situations using a more somber, accountable tone. Standard releases follow a predictable distribution schedule, whereas crisis releases must often be issued within hours with minimal planning time. Structurally, crisis releases prioritize transparency and corrective action over marketing messages, and they typically receive much more internal scrutiny, requiring approval from legal, PR, and executive leadership before distribution.

Who should approve a crisis press release before it goes out?

Crisis press releases typically require approval from multiple stakeholders, including the crisis management team, legal counsel, executive leadership, public relations or communications directors, and, depending on the severity, the board of directors. This multi-level approval process helps ensure accuracy, legal compliance, and message consistency. However, organizations should have predetermined approval workflows to avoid bottlenecks during time-sensitive situations. In some cases, companies establish crisis communications protocols that pre-authorize certain team members to release statements within defined parameters, allowing for faster response times without sacrificing oversight.

What are the most common mistakes to avoid in crisis press releases?

Several critical mistakes can worsen a crisis situation. Delaying your response or saying “no comment” creates the impression of guilt or indifference. Using passive voice or vague language to obscure responsibility damages credibility. Focusing primarily on protecting the company’s reputation rather than addressing stakeholder concerns appears self-serving. Including too much technical jargon or legal language makes the statement inaccessible and sounds evasive. Failing to provide concrete next steps leaves stakeholders uncertain about resolution. Perhaps most damaging is releasing inaccurate information that requires later correction, which destroys trust and extends the crisis timeline.

Where should you distribute a crisis press release?

Distribution should be comprehensive and multi-channel. Send the release through traditional wire services to reach news media, but also publish it prominently on your company website, ideally creating a dedicated crisis information page. Share it across all your official social media channels, as this is often where public conversation is happening. Email it directly to key stakeholders, including customers, employees, investors, and business partners who may be directly affected. Consider paid promotion on social platforms to ensure the message reaches a wide audience quickly and accurately. You want your official statement to be easily accessible so it becomes the authoritative source of information rather than third-party speculation.

How long should a crisis press release be?

A crisis press release should typically be between 300 and 500 words—long enough to provide necessary information and context, but concise enough that journalists and the public will read it completely. In a crisis, attention spans are limited, and multiple parties need to digest your message quickly. Focus on essential facts, immediate actions, and next steps rather than lengthy background or corporate history. If additional detail is necessary, consider providing supplemental fact sheets, FAQs, or links to dedicated crisis information pages rather than overwhelming readers with a multi-page statement.

Can you reuse or template crisis press releases?

While it’s wise to have crisis communication templates as part of your emergency preparedness planning, you should never simply plug information into a generic template and call it done. Each crisis has unique circumstances, stakeholders, and implications that require tailored messaging. Templates help ensure you cover essential elements, such as acknowledging the situation, expressing concern, outlining actions, and providing contact information. However, the specific language, tone, and emphasis must be customized to the situation. A data breach requires different messaging than a workplace accident, and stakeholders can tell when you’re using boilerplate language that doesn’t genuinely address their specific concerns.

Finally, here are some tips and training to help you write an amazing press release:

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