Crisis communication often goes awry when the spokesperson or the organization neglects to address perceptions and fears from the public. Beyond the basic facts of an incident, communicators need to add victim-centered language to their messaging, says Judy Pal, founder and principal at 10-8 Communications.
She recommends thinking about crisis communications using “M to the third power”— message, method, and messenger—to ensure outreach and responses are appropriately people-centric.



