When something goes wrong, the first instinct is usually to go quiet.
Someone says, let’s wait until we know more. Someone else says, legal needs to approve. Then an hour turns into half a day and by then, people have already filled in the blanks for you.
That is the sneaky part of a crisis. The story still gets told, whether you show up or not.
Crisis communication is not about sounding perfect. It is about showing up fast, being clear about what you know, and being honest about what you do not. Also, staying human. Not “We regret any inconvenience” human. Actual human.
Below are three copy paste templates you can use right now for social media, email, and your website. They are written to be editable, because every crisis is different, but the structure stays the same.
Before the templates, a quick note.
The core rules (so you do not accidentally make it worse)
You can break these rules, sure. People do it all the time. It just costs them.
- Acknowledge quickly. Even if you do not have the full picture yet.
- Say what is true, not what is comforting. Comfort comes later. Truth first.
- Do not over promise. “This will never happen again” is usually a mistake.
- Give a next update time. If you cannot give answers yet, give a timeline.
- Tell people what to do right now. Actions reduce panic.
- Use one source of truth. Website status page or a pinned post. Then point everything there.
- Keep the tone consistent. Calm, direct, respectful. No jokes. No marketing.
Ok. Templates.
Template 1: Social Media (Fast acknowledgement + next steps)
Use this for X, LinkedIn, Instagram, Facebook. It is designed to work as a first post, and then as an updated post later.
Option A: First post (you are still investigating)
Post:
Hi everyone. We are aware of [brief description of the issue] affecting [who is impacted].
We are treating this as urgent and our team is actively investigating. Right now, what we know is:
- What is happening: [one sentence]
- Who is impacted: [one sentence]
- When it started: [time and time zone, if known]
If you are affected, here is what to do for now:
- [action step 1]
- [action step 2]
- If you need help, contact [support channel].
We will share another update by [time and time zone] here: [link to status page or pinned post].
We are sorry for the disruption. We will keep this updated.
Short follow up comment (if the platform supports it):
We will not reply to every comment in real time, but we are reading them and using them to diagnose the issue faster. Thank you for your patience.
Option B: Update post (you have new info)
Post:
Update on [issue] as of [time and time zone].
- Cause (if confirmed): [simple explanation, no jargon]
- What we have done so far: [one sentence]
- Current status: [improving / stable / still investigating]
- Estimated time to resolution (if you have it): [ETA or “we do not have a reliable ETA yet”]
What you can do right now:
- [action step]
- [workaround, if any]
Next update by [time]: [link]
We appreciate your patience. If you are in a time sensitive situation, contact [priority support method] and we will help you as quickly as we can.
Template 2: Email (Direct, calm, customer focused)
Use this when the crisis impacts customers or partners and you need a clear, formal record. This template is built to reduce panic and support tickets by answering the obvious questions upfront.
Subject line options (pick one):
- Update: [Issue] affecting [Product/Service]
- Important notice about [Issue]
- Service update: [Product] disruption on [Date]
- Security notice: [short description] (use only if truly security related)
Email:
Hi [First name],
I am reaching out to let you know about an issue affecting [product/service].
What happened
At approximately [time and time zone] on [date], we identified [brief description in plain language].
Who is impacted
This may affect [segment of users, regions, accounts, plans]. If you are unsure whether you are impacted, you can check [where to check] or reply to this email.
What we are doing
Our team is treating this as urgent. We have already [actions taken, even if small] and we are currently [investigating/restoring/monitoring].
What you should do right now
Please take the following steps:
- [step 1]
- [step 2]
- [step 3, if relevant]
If you need immediate help, contact [support channel] and include [keyword or incident ID] so we can route you faster.
Next update
We will send another update by [time and time zone]. We are also posting live updates here: [status page link].
I am sorry for the disruption. We know this impacts your work, and we are focused on getting things back to normal safely.
Thanks,
[Name]
[Title]
[Company]
[Direct contact info, if appropriate]
Optional: If it is a security incident (add only if confirmed and necessary)
Data and security
Based on what we know right now, [state clearly: “we have no evidence of unauthorized access to customer data” OR “we have confirmed unauthorized access to the following data…”].
If this changes, we will notify you immediately.
Template 3: Website (Banner + dedicated incident page section)
Your website is where people go when they are anxious and want the straight answer. The best setup is a short banner at the top that links to a longer incident update page.
Option A: Website banner (top of site)
Banner text:
Service update: We are currently investigating [issue] impacting [product/service]. Next update by [time and time zone]. Learn more: [link]
Option B: Incident page (or status page post)
Page title:
[Incident name]: [short description] (Updated [time and time zone])
Page content:
We are currently responding to [issue] that is affecting [users/customers/visitors].
Current status
- Status: [Investigating / Identified / Monitoring / Resolved]
- Start time: [time, time zone, date]
- Last updated: [time, time zone, date]
- Affected services: [list]
- Affected regions/accounts (if known): [list or “still determining”]
What we know so far
[2 to 5 sentences in plain language. Keep it factual. No speculation.]
What you can do right now
- [action step 1]
- [action step 2]
- [workaround, if any]
- If you need support, contact [support channel] and reference [incident ID].
Updates
[Time, time zone]
[Update text. What changed, what you did, what users should do.]
[Time, time zone]
[Next update]
(Keep stacking updates in reverse chronological order, newest first.)
Resolution (only when fully resolved)
Resolved at: [time and time zone]
What caused this: [brief explanation]
What we are doing to reduce the chance of recurrence: [2 to 4 concrete actions]
If you experienced an issue after the resolution time, please contact [support].
One last thing (because it matters more than the template)
The words are important, but so is the behavior behind them.
If you say “next update by 3 PM” and you miss it, people remember that more than the outage itself. If you say “we are investigating” for six hours straight, people assume you are either hiding something or you have no control.
So set a realistic update schedule. Hit it. Even if the update is basically, we are still working, here is what we checked, here is what we are checking next, and here is the new update time.
That is what good crisis communication looks like in real life. Not perfect. Just steady.
FAQs (Frequently Asked Questions)
What is the first step to take when a crisis occurs in communication?
The first step is to acknowledge the issue quickly, even if you do not have the full picture yet. This helps prevent misinformation and shows that you are actively addressing the situation.
Why should I tell the truth instead of comforting statements during a crisis?
During a crisis, it’s important to say what is true, not what is comforting. Truth builds trust and credibility, while comfort can come later once accurate information is established.
How should I manage promises during crisis communication?
Avoid overpromising, such as saying “this will never happen again,” because it can lead to loss of trust if not fulfilled. Be honest about what you can realistically deliver.
What communication channels are recommended for crisis updates?
Use one source of truth like a website status page or a pinned social media post and direct everyone there. This ensures consistent and clear information dissemination.
What tone should be used in crisis communication messages?
Maintain a calm, direct, and respectful tone without jokes or marketing language. The goal is to stay human and genuine rather than using generic phrases like “We regret any inconvenience.”
How can I effectively communicate next steps during a crisis?
Provide clear action steps people can take immediately to reduce panic, give a timeline for the next update if answers are not yet available, and share contact information for support channels.
