5 ways to make crisis messages clear when pressure is high

Crisis messages sometimes fail when they sound clear inside an organization but become harder to understand externally.

Jess Zafarris, editor at large at Ragan, said it’s critical to write with clarity under pressure. Crisis communication has to work the first time someone sees it, hears it or repeats it, she said, speaking at Ragan’s Crisis Communications Virtual Conference.

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“Messages that you might feel are clear and professional when written in a document often become harder to follow when the average person reads it on a phone screen, hears it on TV or on the radio, or learns it secondhand from someone else,” Zafarris said.