Holding statement: what is it?
A holding statement in crisis communications is a pre-prepared ‘fill-in-the-blank’ template statement issued by organisations or individuals in response to a crisis or emergency situation. It aims to reassure stakeholders, such as the public, that the situation is being addressed while buying time to gather more information and formulate a comprehensive response.
These carefully crafted messages acknowledge the situation, express concern or empathy, and assure the public and stakeholders that the matter is being dealt with.
When are holding statements required?
Holding statements are necessary in the immediate aftermath of any event that could potentially harm an organisation’s reputation, such as accidents, security breaches, legal issues, or bad press. Ideally, a holding statement should be issued within the first hour after a crisis has been identified, as this rapid response then helps to control the narrative and prevent the spread of rumours and speculation.
The advantages of writing a holding statement
When a crisis occurs, the first few hours are critical, as stakeholders and the public are hungry for information and reassurance. A holding statement offers several key advantages:
- Time to respond thoughtfully: It buys the organisation time to gather all the necessary facts and devise a thorough plan, ensuring the comprehensive response is accurate and effective.
- Manage the narrative: By issuing a statement swiftly, the organisation takes control of the story, reducing the risk of misinformation or harmful speculation taking root.
- Reputation preservation: A prompt and empathetic holding statement demonstrates responsibility and care, helping to mitigate reputational damage and maintain public trust.
- Stakeholder reassurance: By acknowledging the situation and outlining steps being taken, a holding statement provides much-needed reassurance to stakeholders, showing that the organisation is proactive and transparent.
Useful advice when creating a holding statement
- Acknowledgement
Clearly state that an incident or crisis has taken place without going into specific details or prematurely assigning blame.
- Emotional response
Convey the necessary and appropriate emotional response to acknowledge the concerns and feelings of those affected by the crisis. By expressing empathy, the company shows that it understands the gravity of the situation and is committed to resolving it.
- Accuracy
Only include definitive facts – never speculate. This ensures credibility and prevents misinformation from exacerbating the situation.
- Action
Outline the steps being taken to address the crisis. This could include launching an investigation, implementing safety measures, or reaching out to affected individuals. By demonstrating a proactive approach, the company reassures stakeholders that it is actively working towards a resolution.
- Details
Include essential factual elements such as a headline, date and time, location, contact information and confirmed details of the incident.
Here is an example of a holding statement
“[Organisation Name] is aware of an incident that occurred at [specific location] on [date]. We are deeply concerned about this situation and extend our thoughts to all those affected.
We are currently working with the relevant authorities to understand the circumstances and are taking immediate steps to address the issue. Further information will be provided as it becomes available. In the meantime, our priority is the safety and well-being of everyone involved.
For media inquiries, please contact [Name, Title] at [Phone Number] or [Email Address].”
How Pagefield can help with your crisis communications
Holding statements are a crucial tool in crisis communications. They allow companies to acknowledge a crisis, express empathy, outline immediate actions, and provide reassurance. By providing regular updates and verified details, organisations can build trust and credibility with stakeholders even during challenging times.
Pagefield specialises in helping organisations prepare for and manage crises effectively. From drafting holding statements to developing comprehensive crisis communications strategies, we work closely with our clients to minimise reputational risks and maintain stakeholder confidence.
Our expertise ensures you’re ready to respond swiftly and effectively, whether you’re facing a potential crisis or seeking to strengthen your preparedness. Get in touch with our team at hello@pagefield.co.uk to discuss your crisis communication needs.
