Recent global crises have revealed the value of simplicity, consistency, and honesty in communications. Those leaders who applied these principles effectively navigated turbulent situations, while those who rushed into action often produced contradictory rules, orders, and messages, exacerbating confusion and uncertainty.

For businesses facing major crises, clear and consistent communication is vital to maintaining trust among employees and stakeholders. But what exactly should leaders do? Effective crisis communication is neither intuitive nor easy at first glance. However, industries with long histories of managing life-threatening emergencies provide valuable insights. One such industry is aviation.

As both a private pilot and a communications professional with over 25 years of experience, I will draw from these backgrounds to suggest a crisis communication approach inspired by aviation. The aviation industry has developed structured and tested procedures for managing crises, and these best practices can be adapted to corporate communications. Here is a five-step checklist for managing communication during an unexpected crisis.

Step 1: Prepare before a crisis occurs

While we cannot predict every crisis, many are foreseeable. Preparation is the most critical step in mitigating damage. In aviation, preparation involves standardized training, documented procedures, checklists, and well-maintained equipment. In communications, preparation is equally crucial and includes:

• Defining purpose: Employees should understand the organization’s higher purpose beyond financial success. A clear mission fosters alignment. For example, in my company, our purpose is defined as “powering a world where people, businesses and nature thrive together". Everyone in the organization connects to this vision. What is your organization’s higher purpose, and does everyone understand it?
• Ensuring the right people are in place: Who is responsible for communications during a crisis? Is it the CEO, a trained communications manager, or an external expert? Having a designated and trained crisis communication team is essential.
• Establishing procedures: Written crisis communication protocols should be in place, and employees must be trained on them. Simple checklists for likely scenarios ensure that even experienced teams don’t overlook critical actions in high-pressure situations.
• Setting up effective communication channels: Secure email systems, intranet platforms, video conferencing tools, and crisis management software should be established and used regularly. If these channels are unfamiliar or unreliable, they will not serve their purpose when a crisis strikes.

Step 2: Stay calm and assess the situation

Aviation has a saying: "When you have an emergency, the first thing you should do is wind your watch." This phrase emphasizes the importance of pausing to evaluate the situation before acting. In aviation, immediate reactions can be fatal if not carefully considered. Similarly, in crisis communications, rushing to issue a statement or implement a solution without a full understanding can cause more harm than good.

The key is to gather data, analyze it, and determine the best course of action before making decisions or communicating externally. Reacting too quickly can lead to inconsistent messaging and erode trust.

Step 3: Define priorities clearly

In aviation, the rule in an emergency is: Aviate, Navigate, Communicate. Pilots must first control the aircraft, then determine their position and options, and only then communicate with air traffic control. The same principle applies to crisis management. Leaders must:

1. Address the most immediate threat (e.g., safety concerns, operational stability).
2. Define priorities based on predefined organizational values. In my company, safety is paramount. If employees are in danger, our priority is to protect them first, with communication and business concerns following afterward.
3. Ensure clarity on what matters most so that the organization can respond effectively.

Step 4: Seek expert help

Even the most skilled pilots rely on air traffic control, co-pilots, and cabin crews for support. No one manages a crisis alone.

In corporate crises, leaders must:

• Engage their crisis communication team to help craft messages and ensure consistency.
• Seek external expertise when necessary to avoid internal blind spots.
• Delegate responsibilities effectively so that leaders can focus on making critical decisions while communication specialists handle messaging and media relations.

A well-functioning team maximizes the chances of a coordinated and effective response.

Step 5: Be brief, consistent, and honest

Aviation emergencies demand concise, precise communication. Air Traffic Control manuals emphasize minimizing unnecessary dialogue. Consider the emergency landing on the Hudson River, where Captain Sullenberger responded to the controller’s suggestion to return to the airport with a single word: “Unable.”

In a business crisis, communication should follow the same principles:

• Keep messages brief and clear: Employees, stakeholders, and the public need essential information, not excessive details.
• Maintain consistency: Contradictory statements erode trust and create confusion. Ensure that all messaging aligns across platforms.
• Be transparent: If you lack complete information, acknowledge it rather than speculate. Clearly state what is known, what remains uncertain, and what steps are being taken.

Transparency builds trust and credibility, even in difficult circumstances. Employees, customers, and partners appreciate honesty and will respond better to leaders who communicate with integrity.

Applying aviation lessons to business crises

Adhering to these five steps—preparation, staying calm, defining priorities, seeking help, and maintaining brief, consistent, and honest communication—will not prevent crises, but will significantly enhance an organization’s ability to navigate them successfully.

In aviation history, many difficult situations have ended well due to pilots following structured crisis procedures. Similarly, businesses that approach crises methodically can emerge stronger, having reinforced their credibility and resilience.

By adopting a well-prepared, calm, and disciplined communication strategy, organizations can manage crises effectively and retain the trust of employees, stakeholders, and the public—just as experienced pilots ensure safe landings even in the most challenging conditions.