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Eight lessons PRs can learn from the crises of 2024
As we look towards 2025, what can communications professionals learn from the natural disasters, public inquiries and cyber-attacks that marred this year?
This year is ending much as it started with conflict, disasters and the climate crisis firmly in our minds. There have also been a significant number of reputational crises affecting big institutions including the BBC, the police, fire and ambulance services as well as the NHS.
It has been a year of public inquiries being at the centre of the media agenda including the Horizon IT inquiry (Post Office), the infected blood scandal, Covid-19 inquiry and the Grenfell Inquiry reports. There are a significant number of recommendations for communicators from the public inquiries alone, but I have eight lessons that we should take from these turbulent 12 months.
1. Words matter
Words really do matter and should be rooted in really understanding how people feel about the situation that has occurred. Conflict around the world is going to put pressure on how words are used with all sides building a narrative and sharing propaganda. Where the truth lies is going to become significant in 2025 with the new Duty of Candour legislation for the public sector anticipated to be in place by April.
2. Tech has limitations
Technology cannot be relied upon for crisis communication, emergency responses and early warning systems. In the past 20 years we have become increasingly reliant on smartphones, social media and other systems to drive the communication in emergency situations. But the floods in Valencia, hurricanes in America, and flash floods in India have shown that it cannot be relied upon and sometimes fails or is not used at the right time. It is vital to have back up systems that are not reliant on technology.
3. Be crisis ready
Crisis readiness is not just a matter for emergency responders. Any business or organisation can be caught up in a disaster. The Grenfell Inquiry report details how authorities and businesses had failed in aspects of their communication. It is critical for PR and communication to ask the hard questions, to challenge approaches and to take an ethical stand.
4. Get a grip on social media
Social media management is a central thread of any crisis response, and it has become more complex with the decline of X (Twitter) and the rise of TikTok and very recently BlueSky. The channels we use to communicate and that we monitor during a crisis has expanded and this needs to be considered when planning the crisis response. In addition, there is a significant group of people who are avoiding news channels or get their news from TikTok and other social channels. This is making tackling fake news another key strand to the crisis response.
5. Beware the butterfly effect
The world is more interconnected and what happens many miles away can land at your doorstep extremely quickly. This has been more evident with the many elections that took place during 2024 ending with the election of Donald Trump in America. The butterfly effect where small incidents in one place have significant consequences has been seen throughout 2024.
6. Remain honest
Honesty remains central to every crisis response. If all the public inquiries during the past 12 months have shown anything it is that cover-ups and unethical behaviour will be found out. Being open and transparent goes a long way to maintaining trust and confidence when it is most needed.
7. Think cyber crime
Cyber-attacks are an ever present threat to all organisations. The impact of them is huge as has been seen this year with seven hospitals run by two NHS trusts suffering serious disruption to their services. It was linked to a ransomware attack targeting a private company that analysed blood tests so even when you are protected your suppliers may not be. There was commentary that the attack was linked to Russia which should put us all on alert to ensure systems are updated and staff training. If you haven’t got a cyber crisis communication plan, then write one as soon as possible.
8: Climate matters
The climate crisis is a real threat to us all. There have been many significant climate events in 2024 from flash flooding to wildfires. Being ready for them and the impact is not just for emergency responders. In Valencia there was criticism of the way employers managed the flooding threat including refusing to let them leave work. Getting the right plans in place and testing them with staff is crucial.
It feels important to give the last word on 2024 to the public inquiries that have been taking place. The only way we can make a difference is if we learn and make sure we do things better whoever we are and wherever we are.
Five actions to prepare for 2025
Review and update your crisis plan and the social media approach, and ensure steps are outlined to tackle misinformation and disinformation.
Connect your crisis communication plans to the business continuity approach.
Put traditional channels into your crisis communication plans.
Understand your audiences and channels in detail.
Test and exercise as a priority.
Amanda Coleman is a PR consultant whose blogs on crisis communications are often published on Influence. She is the founder of Amanda Coleman Communication and the author of Crisis Communication Strategies.
Read a review of Amanda's latest book, Strategic Reputation Management.