Why communication is essential to digital crisis plans [Q&A]

As technology rapidly advances, the number of ways a crisis can unfold is growing. AI tools can misfire, cybersecurity threats grow more sophisticated, social media mistakes spread instantly and service outages can snowball within minutes.

Today, organizations face more potential crisis triggers than ever before. Waiting until something goes wrong to develop a response plan is no longer an option. We spoke to president and CEO of Market Mentors, Michelle Abdow, to discuss crisis planning and why communication is a key element.

BN: With tools like AI becoming more sophisticated, how has the nature of a cybersecurity crisis fundamentally changed?

MA: Cybersecurity crises used to be slower and more contained. Today they are faster, more public and more complex. AI has raised the stakes because errors or breaches can scale instantly, affect customers in real time and create confusion before facts are fully understood. Organizations are no longer managing a single incident. They are managing perception, misinformation and trust at the same time. That makes communication as critical as the technical response from the very first moment.

BN: Social media means news of mistakes and service outages now spread in minutes. What are the most critical adjustments a communications team must make to their mindset and workflow to operate at this new speed?

MA: The biggest shift is accepting that silence creates its own narrative. Communications teams must be empowered to act quickly with verified information and clear holding statements, even if all the answers are not available yet. Workflows need preapproved messaging, clear decision authority and real-time monitoring so teams can respond rather than react. Speed matters, but clarity and consistency matter more.

BN: Beyond simply having a plan, what are the two or three non-negotiable elements that differentiate a modern, ready-to-deploy crisis plan from an outdated one?

MA: First is role clarity. Everyone must know who decides, who speaks and who executes without hesitation. Second is scenario planning that reflects today’s risks, including AI errors, data exposure and platform outages. Third is flexibility. A modern plan allows teams to adapt messaging across channels as a situation evolves instead of locking them into rigid scripts that quickly become outdated.

BN: What about internal messaging, how should a company leverage its internal technology like messaging apps to ensure employees are informed and aligned to prevent internal leaks or speculation from fueling a crisis?

MA: Employees should hear from leadership before they hear from social media. Internal channels like messaging apps and intranets should be used to share timely updates, clear talking points and guidance on what can and cannot be shared externally. Transparency builds trust internally and reduces the risk of speculation filling the information gap. When employees feel informed, they are far less likely to unintentionally worsen a situation.

BN: After an immediate crisis has passed, what are the most effective digital and communication strategies for an organization to repair and rebuild its reputation?

MA: Recovery starts with accountability and consistency. Organizations need to clearly explain what happened, what changed and how they are preventing it from happening again. Digital channels should be used to reinforce those messages over time through updates, thought leadership and customer engagement. Rebuilding trust is not a single announcement. It is a sustained effort to show progress, transparency and follow-through.

BN: Do you have any real-world examples of mistakes and wins?

MA: Yes — major tech platforms impacted by outages in the past five years include:

• Meta platforms including Facebook, Instagram and WhatsApp
• Amazon Web Services
• CrowdStrike
• Microsoft Teams and Outlook
• Slack
• Zoom
• Cloudflare

What I’ve seen work:

• Rapid acknowledgment: When organizations confirm they are aware of an issue right away, it immediately lowers tension and limits speculation.
• Using backup channels: Communicating on platforms that are still functioning keeps trust intact when primary systems are offline.
• Consistent update cadence: Even when there is no new information, setting expectations for updates helps audiences feel informed.
• Plain-language explanations: Clear messaging that avoids technical jargon helps people understand impact and next steps.
• Post-incident transparency: Explaining what happened and what has changed afterward is critical to rebuilding confidence.

What I’ve seen fail:

• Silence in the early moments: Delayed communication allows misinformation to fill the gap.
• Deflecting responsibility: Blaming technology or vendors weakens credibility and prolongs negative attention.
• No plan for vendor-driven outages: Organizations that overlook third-party risk often appear unprepared.
• Inconsistent or vague updates: Mixed messages create confusion and erode trust.
• Stopping communication once systems are restored: Failing to close the loop leaves audiences questioning what was learned.

BN: Search itself is changing, with large language models like ChatGPT, Gemini and Perplexity increasingly being used as search engines. How does this shift impact reputation management during and after a crisis?

MA: This is a major new frontier for reputation management. Large language models like ChatGPT, Gemini and Perplexity don’t just return links. They synthesize narratives based on what they find across the digital ecosystem. That means a crisis isn’t only playing out on Google search results anymore. It’s being summarized, interpreted and surfaced through AI-driven answers. As AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) become more important alongside traditional SEO, organizations need to think strategically about how their brand story is being fed into these systems. One effective approach is to proactively publish accurate, authoritative and positive content across trusted channels. By filling the search stream with credible good news, leadership commentary and transparency-driven updates, companies can help ensure that AI-generated responses reflect balance and context rather than amplifying outdated or negative narratives. In short, managing reputation now means managing how machines understand your brand, not just how people search for it.

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