A project crisis can put an otherwise healthy initiative on a fast track to failure. Maintaining stakeholder engagement during a project crisis can be the key to overcoming obstacles and achieving success. Though many crisis communication protocols emphasize close coordination with executives and senior business leaders, keeping stakeholders at all levels engaged and supportive is equally important. Only through sustained stakeholder participation and advocacy can a project reach a successful completion.
Whether project commitment sagged during a previous crisis or you just haven’t reviewed your crisis communication plans in a while, consider these 5 strategies to keep stakeholders engaged and supportive.
1 – Be proactive
Sometimes the project team sees a crisis coming—emerging geopolitical events that threaten to quickly disrupt supply chains, for example, or a forecasted weather event that’s likely to delay key project activities in the near term. In those instances, proactively communicating with stakeholders gets you in front of the crisis so people don’t learn about it from outside sources or wonder if the project team is even aware of what may be coming. Prioritizing engagement during the run-up to a potential crisis helps keep everyone on the same page and enables stakeholders to respond intelligently to any questions they may receive from their own teams.
2 – Timely messaging matters
Many crises occur without much warning. To maintain stakeholder engagement in a rapidly evolving situation, it’s vital to quickly communicate the information you have available and then provide updates as new data comes through. A multi-channel communications approach is particularly effective for time-sensitive messaging. Email, intranet portals, collaboration platforms, virtual and/or in-person meetings—leverage the tools stakeholders typically use so you can quickly open a two-way dialogue to deal with project dilemmas.
3 – Focus on transparency
Crisis communications with project stakeholders should be candid and authentic. Depending on the type and cause of the crisis, that may include honestly acknowledging issues and challenges that could ultimately be attributed to internal misses, delays, or oversights. When a crisis occurs that’s entirely outside the project team’s control, be transparent about that, too. Identify where internal influence and ability to avert or fix a crisis ends and where uncontrolled external factors begin. In addition, clearly articulate the results of impact assessments as they are conducted and give stakeholders as much detail as possible around planned mitigation strategies throughout the response and resolution phases.
4 – Embrace problem-solving efforts
Stakeholders often want to be part of the solution and their support during this stage of the crisis process is essential. Project teams can maintain engagement during project setbacks by hosting or arranging problem-solving sessions that include stakeholders. That may mean facilitator-led workshops, hybrid meetings, and asynchronous collaboration focused on developing and stress-testing potential solutions. Consider selecting stakeholders from each cross-functional area and assigning specific issues or challenges for them to address. This enables stakeholders to share their expertise and identify resources their groups can provide for faster crisis resolution.
5 – Engage stakeholders at the individual level
Most crisis response planning activities are done as a group but it’s also important to engage key stakeholders through one-on-one meetings. Individual discussions help to maintain and strengthen relationships and give people the opportunity to voice their concerns in a more exclusive setting. Show appreciation for stakeholders’ support and patience as the team works through the crisis and its effects. Be sure to acknowledge any issues raised by stakeholders during these meetings and, if you can’t address them quickly, provide a timely response so they know their perspectives have been heard and that their contributions to the crisis response and resolution efforts are valued.
FAQs
Q: What’s the best way to communicate with stakeholders during a crisis?
A: Use a mix of real-time and asynchronous channels—like email, Slack, and meetings—to maintain consistent and accessible updates.
Q: How early should I inform stakeholders about a potential project risk?
A: As early as credible indicators emerge. Early communication fosters trust and improves coordination on preventive actions.
Q: How can I keep stakeholders from disengaging during long crises?
A: Involve them in decision-making and problem-solving efforts to make them feel like active participants in the resolution.
Q: Should I admit fault if the crisis is caused internally?
A: Yes—transparency and accountability build credibility. Explain what went wrong and how you’ll fix it.
Q: How often should stakeholders be updated during a crisis?
A: Update them regularly as new information becomes available, even if it’s just to confirm the current status remains unchanged.