In a PR crisis, holding statements are very important. You insert holding statements, when you are in the midst of crisis, and preparing to fix, or fixing the crisis at hand. They give the public and your stake holders something to hold on to. It shows them that you are working hard to fix the issue. It also shows them you have acknowledged the issue and are working to your best ability to resolve it. It shows them you care, and that their (pubic and stakeholders) concern is important.
Holding statements can be created ahead of time. They are apart of your preparation plan when dealing with a potential crisis. You need to match your holding statements to your business, and issues that could possibly effect it. However you can make generic statements, and have something on paper to revise quickly to help fit your personal crisis.
* The holding statements come before the “big speech.”
If I am a Crisis Manager for a hospital, I may foresee some type of malpractice to take place at any given time, when I am employed by said hospital. Malpractice claims can be very damaging to a hospitals image, along with being damaging to employees and stakeholders. These are some possible holding statements I have developed if I was a Crisis Manager at a hospital
- We are deeply sorry for the loss of John Doe, and offer our sincerest condolences to his family.
- One of our doctors is currently undergoing an investigation for malpractice from a ______ surgery he/she preformed on ______. We are trying our best to support our employee along with the patient and family who was effected.
- We would like to assure everyone that we are doing everything possible to get to the bottom of the malpractice suit that we are now investigating. The health and treatment of every patient who walks through our doors is the most important thing to us.
- We take malpractice very seriously at our hospital. We promise to figure out what went wrong and how to assure it will not happen again.