Crisis communication PR begins long before a breaking headline. A holding statement can mean the difference between regaining trust—or losing it for good. Learn how to build one that works.
Crisis Doesn’t Knock. It Breaks the Door Down.
One minute, your team is in a weekly check-in. The next, your brand is trending on Twitter—attached to a hashtag you didn’t create. It might be a customer complaint that spirals, a workplace incident picked up by local news, or a cybersecurity breach impacting thousands of users. You didn’t see it coming, but the world did—and they want answers.
This is where crisis communication PR proves its worth. Not after the dust settles, but in those critical first moments. Because silence, in today’s climate, isn’t interpreted as caution. It’s read as guilt, indifference, or worse—unpreparedness.
Studies show that nearly 70% of consumers expect a brand to respond within 24 hours during a crisis. But what that really means is: they expect you to care, communicate, and act with transparency. Not to have all the facts—but to acknowledge the moment with empathy and presence.
At AMP IT UP PR, we’ve guided brands across North America through some of their most high-stakes situations—from real-time social media backlash in Toronto, to data breaches in California, to regulatory probes in New York. And across all these cases, one truth remains: your holding statement is your first, and most powerful, opportunity to shape perception before someone else does.
What Is a Holding Statement—and Why Is It Essential?
Think of a holding statement as the calm in the chaos—a short, pre-approved message you can release the moment a crisis becomes public.
It doesn’t give away everything. It doesn’t speculate. And it doesn’t point fingers. What it does is create a sense of control when panic is brewing.
A strong holding statement:
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Acknowledges the situation without assigning blame
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Reassures the public that action is being taken
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Signals responsibility and readiness
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Buys time to gather facts before issuing a full response
It doesn’t need to be long. But it must be thoughtful, timely, and localized. In a world driven by digital virality, a few carefully chosen lines can stabilize a narrative—or ignite one.
The Anatomy of a Powerful Holding Statement
When written right, a holding statement sets the tone for everything that follows. But most brands get it wrong—either because they rush it, or because they forget who they’re speaking to: people.
So what makes a holding statement effective? Four things:
1. Empathy Comes First
Begin by acknowledging the impact on people—not processes. Whether it’s customers, employees, or the general public, show that their safety, concerns, and experience are being taken seriously.
“We are deeply concerned by the incident and are prioritizing the well-being of everyone affected.”
2. Stick to Confirmed Facts
Even under pressure, avoid the temptation to speculate. Every word becomes evidence in the court of public opinion—and, sometimes, in court itself.
“We are assessing the situation and will provide verified updates as soon as possible.”
3. Set Expectations with a Timeline
People don’t just want answers—they want to know when they’ll get them. Offering a time frame for your next update builds trust and reduces anxiety.
“An official update will be issued within 24 hours through our media channels and website.”
4. Assign a Human Point of Contact
Avoid “corporate voice.” Assign a spokesperson or PR lead—and make sure they’re briefed, available, and localized. Canadian brands, for instance, might cite communication with agencies like WSIB. U.S.-based companies may mention coordination with OSHA or the FDA.
The goal isn’t to control the narrative—it’s to guide it responsibly.
When Should You Use a Holding Statement?
The short answer: as soon as a situation could impact your brand’s public perception, safety record, or trustworthiness.
It doesn’t have to be a scandal. In fact, some of the most reputationally damaging crises start small—an insensitive tweet, a shipment delay, an offhand comment at an event.
But the moment a problem goes public—especially on social media—it’s time to speak.
Common triggers include:
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Viral backlash
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Data breaches or cyberattacks
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Product recalls
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Workplace accidents
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Executive resignations or misconduct
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Legal investigations or regulatory inquiries
And geography matters. A holding statement for a manufacturing incident in Toronto might reference the Ministry of Labour or Health Canada, while a tech brand in California may cite the FTC or local law enforcement. These regional touches improve trust and demonstrate jurisdictional awareness.
What Not to Do During a Crisis
You can have the best lawyers, consultants, and advisors on speed dial—but none of that matters if your first message is tone-deaf. Here’s what we coach our clients to avoid:
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Don’t speculate
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Don’t blame
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Don’t delay
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Don’t use jargon
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Don’t go silent
The faster you acknowledge a situation with empathy, clarity, and structure, the less room you leave for misinformation to take hold.
Real Examples: Holding Statements That Made (or Broke) a Brand
Let’s rewind to 1982, when Johnson & Johnson faced a national tragedy—the Tylenol poisoning crisis. Seven people had died. Panic spread. But J&J’s immediate response? Transparent, empathetic, and consumer-focused. Their holding statement acknowledged the gravity, initiated a massive recall, and put public safety above profit. It’s still studied in PR classes today.
Now contrast that with United Airlines in 2017. After forcibly removing a passenger, the airline issued a cold, corporate message labeling the man as “disruptive.” The backlash was swift and brutal. $1.4 billion in stock value disappeared in 24 hours.
The lesson? Speed matters. Empathy matters more.
Sample Holding Statement Templates
These are not scripts—but examples of how to start right.
For a Workplace Incident in Canada:
“We are aware of an incident that occurred at our Toronto facility. Our immediate concern is employee safety. Emergency teams are on-site, and we are cooperating fully with local authorities, including WSIB. More information will follow within 24 hours.”
For a Cyber Breach in the U.S.:
“A potential cybersecurity incident has impacted a portion of our U.S.-based users. We are currently investigating with the support of federal agencies and have implemented security measures. Updates will be issued via our official channels.”
For a Product Recall:
“As a precaution, we are initiating a voluntary recall of [Product Name]. Customer safety remains our top priority. Instructions and refund information are available at [brandwebsite.com/recall].”
AMP IT UP PR: Building Crisis-Ready Brands
At AMP IT UP PR, we don’t wait for the fire. We build the extinguisher—and train your team to use it.
We help businesses across sectors and cities:
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Draft region-specific holding statements aligned with legal frameworks
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Train spokespeople for media interviews and live Q&A
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Monitor brand sentiment in real time (applying AEO strategies for discoverability)
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Implement SEO-friendly templates to land Featured Snippets during active crises
We make sure your brand doesn’t just react—but responds with clarity, consistency, and confidence.
Whether you’re a luxury hotel chain in Vancouver, a fintech startup in New York, or a retail brand in Toronto, we tailor your crisis response plan to your audience, industry, and region.
Conclusion: Crisis PR Starts Before the Crisis
Waiting until something goes wrong is not a strategy—it’s a gamble. In 2025, crisis communication PR is no longer a luxury for enterprise brands. It’s essential for every business that operates in the public eye.
And your holding statement? That’s your first move toward preserving trust, stabilizing your reputation, and giving your team the time they need to do things right.
Let’s Build Your Crisis Response Toolkit
Checkout our services, learn about our team on Our Team page, or Book a Consultation with us to explore how we can elevate your brand. For a custom quote, check out our Get a Quote page, or reach out directly via our Contact Us page to start amplifying your brand’s presence. Let’s work together to amplify your brand!
Join AMP IT UP PR today—and make your PR performance impossible to ignore.
