Crisis—what crisis?

25 Apr

The thing about crises is — they don’t wait for the right moment. They don’t knock politely. They just happen.

Sometimes it’s a cyberattack. Sometimes it’s an internal issue going public. Sometimes it’s a single tweet that spirals. Or a board member making headlines for all the wrong reasons.

In the charity world, where public trust is hard-won and easily lost, the cost of getting it wrong can be huge.

Yet too often, crisis communications is treated like a fire extinguisher behind glass: break only if needed.

Preparation is essential

Over the past decade at Goodwork, we’ve worked with dozens of charities, social enterprises, and purpose-led organisations — helping them plan for the unexpected, and sometimes guiding them through the hardest days of their lives.

The truth? The organisations that come out stronger aren’t the ones who react best. They’re the ones who prepare best.

One charity we worked with had just finished a crisis workshop with us. Nothing major on the horizon — just a healthy understanding that the unexpected is always part of the picture. Less than 24 hours later, they were in the middle of a reputational storm involving a high-profile figure tied to their cause.

They didn’t panic. They opened the plan. They stayed focused. They made decisions quickly.

That’s not good luck. That’s good preparation.

Staying grounded under pressure

Crisis comms isn’t just about writing a holding statement. It’s about understanding how pressure affects people. It’s about knowing who leads, who speaks, and who decides. It’s about making sure your internal teams aren’t scrambling while the outside world demands answers.

It’s about living your values, not just quoting them.

And most of all, it’s about speed — because when a crisis hits, silence can be louder than any words.

Every organisation is different. What triggers one might barely register for another. But the need to protect your mission, your people, and your reputation? That’s universal.