Humanizing Crisis Communication: Building Trust in Uncertain Times

It’s easy to think of crisis communication as damage control – but it’s so much more than that. While good crisis communication is very much about showing empathy, transparency, and humanity during challenging moments, it’s also about using those moments to keep employees informed, increase psychological safety at work, and build a better, more resilient culture.

Crisis communication is NOT something we typically talk about at Workhuman Live. And you may not see a session about it on our agenda. But, in a way, it’s everywhere. 

That’s because, like so many of the day-to-day practices of HR and leadership, crisis communication has a lot to gain from the personalized, human, and empathetic approach we champion at Workhuman Live. 

We thought this would make a wonderful use case for how you can take the learnings from speakers at Workhuman Live and apply them pragmatically, all across the real activity that HR, managers, and leaders practice every day. It’s just one way the insights from thought leaders of Workhuman Live become tools to take home and build more connection and trust in real-world applications.

In this article, let’s explore why humanizing crisis communication is vital, what it entails, and how the lessons from Workhuman Live can help HR professionals apply empathy and transparency to their crisis management strategies. 

Understanding effective communication in a crisis situation: what is it, and why does it matter?

Crisis communication refers to the strategies and messages organizations use to address and manage challenging situations. Crisis communication helps keep employees informed, but its biggest strength is fostering psychological safety and building a stronger, more resilient culture. Every crisis is a test, and every test is an opportunity.

Whether it’s navigating a global pandemic, responding to a data breach, or managing an internal leadership shakeup, crises test the very core of an organization’s communication strategy. For HR professionals, these moments present a chance to guide leaders toward a more empathetic and human-centered approach to crisis communication. 

The main goal is to deliver timely and accurate information. But truly effective crisis communication will also acknowledge the emotional toll crises take on employees, stakeholders, and customers.

As Workhuman speaker Mike Robbins has noted, “When things are stressful and uncertain, folks tend to assume the worst possible scenarios in their minds – “the business is going to go under, I’m going to lose my job, me and my family are going to get sick, the world is going to come to an end, etc.” And while you may not be able to guarantee much of anything at the moment, what you can do is communicate what you do know and how you are truly feeling with those around you. The more openly you communicate, the less likely people on your team are to make up stuff that is unproductive and unhealthy.”

By leaning into empathy and transparency, HR leaders have the ability to turn moments of adversity and fear into opportunities for connection and resilience. 

Why is a more human crisis communication plan important?

Humanizing crisis communication isn’t just the right thing to do – it’s also a critical business strategy. Empathy-driven communication creates a ripple effect, benefiting the organization in multiple ways:

• Trust is maintained during uncertainty: 

Transparent and consistent messaging reassures employees and stakeholders.

• Employees feel valued and supported: 

Acknowledging struggles builds psychological safety and strengthens organizational loyalty.

• Stakeholders remain loyal: 

When leaders show care and openness, customers and partners are more likely to stay invested in the organization.

Trevor Noah, a past Workhuman Live speaker who’s returning in 2025, captured this idea perfectly when he suggested that the recent pandemic was an opportunity to relook at “the way we interact with each other as human beings” and his hopes that the crisis could be an opportunity. “Let’s learn something good from this horrible experience,” he told Eric Mosley in one conversation. 

In crises, leaders who communicate gratitude and humanity not only solve immediate issues but also set the stage for long-term resilience.

Developing a crisis management plan with empathy at its core

When it comes to handling a crisis, flying by the seat of your pants is not the way to go. A solid plan is key – not just for making sure you’ve got the logistics covered, but for ensuring your response is grounded in empathy and care. And let’s be honest, isn’t that what HR does best?

Here’s how to make your crisis communication plan more human-centered:

1. Lead with empathy

People want to feel seen and heard, especially when things get tough. Start your messaging by acknowledging the emotional impact of the situation and showing you care. For example: If you’re communicating layoffs, don’t just focus on the facts. Take a moment to thank employees for their contributions and explain how you’re supporting them through this transition.

2. Define who’s doing what on your crisis management team

When everyone knows their role in a crisis, the process is smoother, and the messages are clearer. HR, leadership, communications – everyone should know what part they’re playing. For example: Maybe HR gathers employee feedback while communications teams craft the external messaging. Either way, you’ll be aligned and ready to act.

3. Get the message out there – everywhere

Use every tool in your arsenal to make sure your messages reach everyone who needs to hear them. Email, Slack, town halls, even an old-fashioned bulletin board if it fits the situation – just make sure your messaging is consistent and accessible. For example: If a data breach happens, share an immediate email update, hold an all-hands meeting, and post follow-up FAQs on your internal portal to keep everyone informed.

An empathetic crisis communication plan doesn’t just manage the situation – it builds trust, connection, and resilience. And that’s exactly the kind of forward-thinking, human-first leadership Workhuman Live celebrates and inspires.

The 5 Cs of crisis communication 

No matter how prepared you are, delivering the right message during a crisis can be tricky. That’s where the well-known 5 Cs come in: clarity, consistency, compassion, collaboration, and credibility. You can think of them as your communication North Star when things get messy. Here’s our more human take:

1. Clarity
   When people are already anxious, the last thing they need is jargon or confusing messages. Keep it simple, straightforward, and easy to digest to increase psychological and physical safety.
   
2. Consistency
   If your leadership is saying one thing while your HR team says another, trust can take a nosedive. Align your messaging across every channel and team, and keep it equitable.
   
3. Compassion
   This one’s a no-brainer. Acknowledge what people are going through, whether it’s uncertainty, frustration, or fear, and show genuine care and empathy.
   
4. Collaboration
   Crisis communication isn’t a one-person show. Get your HR, leadership, and communications teams together to craft the right messages and stay aligned.
   
5. Credibility
   People will trust you if they believe you’re being honest and transparent – even if the news is bad. Share what you know, what you’re doing, and what’s next.
   

By sticking to and humanizing the 5 Cs, you can create messages that feel honest and helpful – exactly what people need most during uncertain times.

Types of crises: tailoring communication strategies

Crises come in all shapes and sizes, and the way you craft a response plan needs to adapt to the specific situation. Whether it’s a team-focused challenge, a public issue, or a global event, tailoring your communication strategy ensures you address the unique needs of your audience.

• Internal crises: Leadership changes, layoffs, or internal conflicts require messages that reassure employees and provide clear next steps.
  
• External crises: Public scandals or data breaches necessitate transparent communication during a crisis – with both stakeholders and customers.
  
• Global crises: Pandemics or economic downturns demand empathy-driven messages that address widespread uncertainty.

Adapt your communication strategy to fit the type of crisis, you show that you’re not just reacting – you’re responding thoughtfully and with care.

Effective crisis management strategies from Workhuman Live

Recognizing the importance of crisis planning – and crafting an effective crisis communication plan – demands empathy, self-awareness, and proactive communication. These strategies, inspired by Workhuman Live speakers, can help leaders navigate uncertainty with humanity and trust.

1. Listen to your people

Dr. Tasha Eurich, organizational psychologist, Workhuman 2025 speaker, and author of “Insight: Why We’re Not as Self-Aware as We Think”, and “How Seeing Ourselves Clearly Helps Us Succeed at Work and in Life”, has emphasized the importance of fostering a culture where open communication is valued: “With the right approach and a true ongoing commitment, you can foster a culture that encourages communication and feedback at all levels; one where honesty trumps hierarchy and even the lowest-ranking member feels safe putting problems on the table.”

2. Acknowledge vulnerability in times of crisis

Eric M. Bailey, creator of the Principles of Human Understanding™, advocates for embracing vulnerability as a strength: “Great leaders create a culture where vulnerability is valued,” he’s written. “It’s not about winning or losing but having the courage to be open and authentic.” Being vulnerable and transparent is a critical part of communication with stakeholders throughout the crisis and even after the crisis has passed.

3. Communicate regularly 

Adam Grant, best selling author and organizational psychologist — and Workhuman Live Speaker for the third time in 2025, emphasizes the importance of transparent and frequent communication during crises. He states, “In the face of uncertainty, people want transparency; they want to know what’s happening, even if you don’t have all the answers.” Regular updates keep employees informed and engaged, reducing anxiety during a crisis. Maintaining open lines of clear communication during a crisis can help leaders build trust and foster a sense of security within their teams.

4. Be prepared when a crisis occurs

One of the most valuable crisis management strategies is having a plan in place before a crisis happens. This includes pre-drafted templates, defined roles, and clear processes for action. When a crisis hits, you’ll already have the tools you need to respond quickly and effectively.

5. Lead with empathy and equity

As 2x Workhuman Live speaker Brené Brown has put it, “Empathy fuels connection. Sympathy drives disconnection … Empathy is I’m feeling with you. Sympathy, I’m feeling for you.” During crises, it’s vital for leaders to avoid creating divides between themselves and employees, such as decisions or behaviors that show a lack of shared experience. Employees notice when leaders exempt themselves from hardships or create a dynamic where the crisis feels like something happening to “them” instead of “us.” Solidarity means sharing the load equitably and modeling the behaviors you’re asking of your team.

These strategies are all actions you can take in your workplace and imbue into your crisis communications. But they’re also examples of the valuable advice Workhuman Live offers HR professionals: insights that can solve real-world challenges – turning crisis moments into opportunities for connection and growth is just one application for them.

How to develop a crisis communication plan that works

Developing a crisis communication plan needs to be intentional. It will be a playbook your team can turn to in moments of uncertainty, one that ensures your messaging is thoughtful, clear, and grounded in empathy. Here’s what to include:

• Pre-crafted crisis messages: Prepare templates for common crisis scenarios – this saves valuable time when the unexpected happens.
• Crisis response steps: Outline a clear step-by-step plan that includes who’s responsible for what.
• Key communication channels: Decide in advance how you’ll communicate – emails, town halls, internal portals, or even social media.
• Message approval workflows: Identify who reviews and approves messaging to ensure accuracy and alignment.
• Stakeholder contact lists: Keep an up-to-date list of key stakeholders to notify in various crisis scenarios.
• Regular review processes: Revisit and revise your plan periodically to account for new risks, tools, or organizational changes.

When you’ve thought through the details, you’ll be prepared to respond to a crisis in a way that reinforces trust, connection, and both physical and psychological safety.

Addressing potential crises with empathy and transparency

When a crisis arises, leaders often feel the pressure to act quickly – but speed shouldn’t come at the cost of empathy or transparency. Here are three principles to guide your response:

1. Acknowledge the crisis

Pretending the crisis doesn’t exist or downplaying its impact will only erode trust. Acknowledge the situation clearly and directly, even if you don’t yet have all the answers. For example: “We want to acknowledge the uncertainty surrounding [situation] and assure you that we are working quickly to address it.”

2. Lead with compassion

Every crisis has a human cost. Take the time to show employees and stakeholders that you understand what they’re experiencing. For example: “We know this news is difficult and may cause stress for many of you. Please know we’re here to support you and provide resources as needed.”

3. Communicate consistently

Crises are confusing enough without mixed or conflicting messages. Ensure updates are aligned across teams and channels, and provide regular progress reports. For example: “We’re committed to keeping you informed as we learn more. You can expect updates from us daily via email and during our weekly town halls.”

Empathy and transparency turn crisis communication into an opportunity to deepen trust and connection, creating a foundation for resilience in the face of uncertainty. 

TL;DR: Key takeaways

• Humanizing crisis communication strengthens trust and connection.
• Empathy and transparency are essential for crafting messages during crises.
• Insights from Workhuman Live speakers provide real-world guidance for empathetic communication strategies.
• A strong crisis communication plan ensures clarity, consistency, and compassion.

Closing thought on humanizing crisis communication

Crisis communication is about mitigating damage – but more than that, it’s about showing who you are as an organization. Are you a company that values transparency, trust, and humanity? Or one that focuses solely on minimizing risk? As our Workhuman Live speakers and attendees teach us constantly: leading with empathy and connection is better for your culture, your leadership, and your long-term resilience. 

Want to keep this conversation going? Join us at Workhuman Live 2025 in Denver to learn how you can transfer practical, actionable advice from world-class speakers and peers into all of your people practices and strategies.

Register now, and be the kind of empathetic leader organizations need most in times of uncertainty.

About Darcy Jacobsen

Darcy is a passionate storyteller and champion of workforce transformation, human connection, and recognition-driven culture. As an author on the Workhuman Live Blog, she loves to connect deep research insights with modern workplace dynamics to uncover what really drives engagement, belonging, and happiness at work. With a background in communications and a master’s in medieval history, she brings a unique perspective to her writing, taking deep dives into all topics around organizational psychology and the science of gratitude.