Crisis Communication: What Experts Know (and You Should Learn)
In a hyperconnected world, crises erupt within minutes. A poor communication decision can amplify a problem and damage the reputation of any company, government, or public institution.
As Patricia Plaja, former spokesperson for the Government of Catalonia and crisis communication expert, explained in interviews with media such as El Periódico (2022):
“Crises aren’t a matter of if they will happen, but when. The important thing is to be prepared.”
In this article, we explore the keys to crisis communication, with insights from Patricia Plaja and reflections from Radiofònics instructors such as Marta Polo, Jofre Llombart, and Helena Garcia Melero.
What Is a Crisis and Why Does Communication Matter?
A crisis can be health-related, political, reputational, or corporate. What they all have in common is that they threaten an organization’s stability and public trust. Communicating well doesn’t mean covering up the issue—it means managing it with honesty and clarity.
As Patricia Plaja has often stated in public appearances:
“Citizens understand that problems happen. What they don’t forgive is being lied to.”
The Phases of Crisis Communication
Every crisis involves three fundamental phases:
- Prevention: identifying risks, preparing spokespeople, and defining protocols.
- Response: acting quickly, communicating with empathy, and taking responsibility. Recovery: explaining corrective measures and rebuilding trust.
As Marta Polo, journalist and institutional communication instructor at Radiofònics, points out (based on her classes and workshops):
“Communication doesn’t start when the crisis hits—it starts long before. Preparing scenarios and spokespeople is essential.”
The Role of the Spokesperson: Clarity and Credibility
The spokesperson is the visible voice of the organization. Being a good communicator is not enough—you need composure, empathy, and training.
Jofre Llombart, journalist at RAC1 and instructor at Radiofònics, reflects (drawing from his professional and teaching experience):
“The spokesperson doesn’t just share facts—they convey emotions. If they do it poorly, they lose credibility, and the crisis worsens.”
Transparency and Empathy: The Indispensable Duo
Society demands quick and truthful information. Hiding, denying, or downplaying the issue usually makes a crisis worse.
Patricia Plaja summarized it clearly in public statements following recent emergencies in Catalonia:
“You must be fast, but not hasty; transparent, but not reckless; empathetic, but not patronizing.”
Mistakes That Make Any Crisis Worse
The most common mistakes include:
- Downplaying the issue.
- Failing to coordinate messages across departments.
- Ignoring social media.
- Lacking a human touch.
Helena Garcia Melero, journalist at TV3 and Radiofònics instructor, often emphasizes (as shared in her classes and talks):
“The public doesn’t want a perfect robot—they want a human voice to explain what’s happening with sensitivity.”
Recent Cases and Lessons Learned
In recent years, several crisis communication examples in Spain have offered valuable lessons:
- Communication during the La Palma volcanic eruption.
- Political and health communication during the COVID-19 pandemic.
- Corporate reputation crises, such as those faced by Cabify or Mercadona on social media.
Patricia Plaja summed it up well in an interview with La Vanguardia (2021):
“Transparency won’t save you from conflict, but it can prevent the public from losing trust.”
The Importance of Specialized Training
All the experts agree on one key point: training. Crisis communication is not innate—it’s learned.
Marta Polo emphasizes this in Radiofònics workshops:
“Simulating crises in a learning environment allows you to make mistakes without consequences—and to be ready when the real moment comes.”
Conclusion
Crises can’t be avoided, but they can be managed. The difference between sinking or emerging stronger lies in preparation, transparency, and human connection.
If you dream of working in communication or want to strengthen your professional profile, learn from the best. At Radiofònics, you’ll be taught by those who live it every day.
Quote Sources
- Patricia Plaja: Interviews in El Periódico (2022), La Vanguardia (2021), and official public statements.
- Marta Polo, Jofre Llombart, Helena Garcia Melero: Reflections based on their professional experience and the content of their classes at Radiofònics.
