There are times when bad news must be shared, whether it be a financial loss, accident or other incident that affects your stakeholders or the public. It could even be responding to criticism in the media or on social media.

While it is never nice to share bad news, it is easier when your company or organisation has the trust of your ‘publics’. Those hearing your message will respond better and believe what you say when they trust you, and trust is built over time with a proactive communications strategy.

Sometimes bad news can be hidden, but this is often risky. While each situation is different, a better general strategy is to be honest and informative with stakeholders, reassuring them that you have a solution. Most people understand and know that negative issues happen. Employees, suppliers, customers and other stakeholders prefer to know the truth quickly, and they will trust you more for it.