Crisis Holding Statement Templates
Ready-to-adapt holding statements for incidents, service disruptions, allegations, event cancellations and online criticism, with guidance on what to say, what to avoid and when to update.
A holding statement is a short, accurate first response issued while the facts are still being confirmed. It acknowledges the situation, shows the organisation is taking it seriously, explains what is being done and says when more information will follow, without speculating or assigning blame. Preparing templates in advance lets you respond quickly when time is short.
Adapt every template to the facts, get the agreed approvals and replace everything in square brackets. For the wider plan, see what a crisis communications plan should contain.
Template 1: Incident at an event or premises
"We are aware of an incident at [location] on [date] involving [brief, factual description]. The safety and wellbeing of [guests, staff, those involved] is our first priority, and we are working with [emergency services, the venue, the relevant authorities]. We will share further information as soon as it is confirmed. Our thoughts are with those affected."
Template 2: Service disruption
"We are aware that some customers are experiencing [problem] since [time]. Our team is working to restore [service] as quickly as possible. We apologise for the inconvenience and will post an update by [time] on [channel]. For urgent help, please contact [contact details]."
Template 3: Allegation or complaint
"We are aware of [the claims, the report] concerning [subject]. We take these matters seriously and are looking into them carefully. [If appropriate: We have [action taken, such as suspending an activity or appointing an independent review].] We will provide an update when we are able to do so."
Template 4: Event postponement or cancellation
"[Event name], scheduled for [date] at [venue], has been [postponed / cancelled] due to [brief reason]. We are sorry for the disappointment and inconvenience. Ticket holders will [receive a refund / have tickets transferred to the new date] and will be contacted by [date] with details. For questions, please contact [contact details]."
Template 5: Online criticism or viral post
"We have seen the concerns raised about [subject]. We are looking into what happened and will respond fully once we have the facts. If you were affected, please contact us directly at [contact details] so we can help."
See how to respond to negative comments and reviews online.
What to avoid
- Speculating about causes before they are confirmed
- Blaming individuals, partners or customers
- Sharing personal or confidential information
- Saying "no comment", which can sound evasive
- Making promises you cannot keep
After the holding statement
- Confirm the facts
- Update stakeholders in the right order: those affected, staff, partners, regulators where relevant, media
- Issue a fuller statement when you can
- Keep updating until the matter is resolved
Related reading: how to prepare a spokesperson for a media interview and reputation management explained.
PR369's Strategic Communications and PR service includes issues and crisis communications. Email info@pr369.com to discuss your organisation's preparation. We will begin with a strategy conversation.
