During emergencies – whether in housing, health care, public safety or an issue that happens to a private company – the words that leaders choose and how they say them can set the tone for how those impacted feel and respond. Clear, compassionate language can build trust and create calmness – while vague, careless or self-involved wording can fuel fear, anger, uncertainty or speculation.

In a crisis, people aren’t just looking for facts – they’re looking for direction, reassurance and compassion. In fact, one of the most well-known experts in high-risk communications, Dr. Vincent Covello, identifies three key points to remember when a challenge hits: Concern. Compassion. Optimism. This format has been validated over decades.

The way information is delivered often determines whether people feel confident in the response or feel adrift without clarity. A single phrase can de-escalate tension, show empathy and inspire collective action. Conversely, one poorly chosen word can spark confusion, mistrust or panic. That’s why communications in a crisis is more than just transmitting information – it’s about providing stability and building trust with those affected. Using the skills of a professional communicator is one of the best things an organization can do for itself when facing a crisis. The right, authentic words can steady the ground beneath people’s feet, reminding them that someone who cares is listening and leading the way forward.

At its best, communications is more than messaging; it is a source of facts, trust, compassion and hope.