It's important to respond quickly and factually to a crisis. In this video, learn the six considerations for a well-executed hold statement.
for factual information. … You may not know all the facts, … but a well executed hold statement let's you … lead the public discussion surrounding the crisis … with a calm and measured tone of authority. … Let's look at six considerations … for a well executed hold statement. … First, your hold statement needs to be short and simple. … Since it needs to be delivered within an hour of a crisis, … it needs to be short to meet a tough time constraint … and since you don't yet have access to all the facts, … your statement is going to be briefed by necessity. … Second, a hold statement confirms the most pertinent facts. … Use the classic five w plus h structure. … Who, what, where, when, why, and how. … This will help you quickly outline … the facts you have at hand. … In the moments following a crisis, … you may only know two or three facts. … Calmly outline what you know. … Third, your hold statement will outline an action plan. … Look at your five w plus h structure. … See those empty spaces where you don't have answers? …
- Define crisis.
- Explain how to respond quickly and confidently.
- Identify different audiences in crisis.
- Assess technical and physical resources.
- Describe how to establish a chain of command.
- Develop hold statements.
- Identify how to avoid common crisis response mistakes.
- Review your crisis communication response.