Representation in Crisis Comms: Who Gets to Speak?

When a crisis hits, organizations are expected to respond swiftly, sincerely, and effectively. But beyond the words in a press release or the tone of a video statement lies a more critical question: Who is speaking for the brand? In crisis communication, representation isn’t just about messaging—it’s about trust, credibility, and inclusivity. And in today’s socially conscious climate, the voice behind the message can shape the entire narrative.

The Traditional Spokesperson Model

Traditionally, crisis communication has been the domain of C-suite executives—CEOs, CMOs, or official company spokespersons. These individuals are often white, male, and come from similar educational and socioeconomic backgrounds. They speak on behalf of the company because they hold positions of authority.

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However, while this top-down approach may seem logical, it often fails to connect with increasingly diverse audiences. A mismatch between the voice delivering the message and the community being addressed can lead to perceptions of inauthenticity, detachment, or even arrogance.

When a brand missteps on issues involving race, gender, or social justice, a generic corporate apology from a non-representative leader can feel hollow or dismissive. It raises a deeper question: Should power alone determine who speaks during a crisis?

Why Representation Matters in a Crisis

In the heat of a crisis, people don’t just want to hear what a brand is saying—they want to feel seen and heard. Representation matters because:

It reflects empathy: A communicator who understands the lived experiences of affected groups can speak with greater compassion and nuance.
It builds trust: Audiences are more likely to believe a message delivered by someone they identify with or who has demonstrated alignment with their values.
It prevents tone-deaf responses: Diverse communicators bring broader perspectives, helping avoid mistakes rooted in cultural ignorance or bias.
It signals internal values: A representative crisis response shows the brand practices the inclusivity it claims to support externally.

In short, who speaks is as important as what is said.

Case Studies: When Representation Got It Right (or Wrong)

1. Starbucks’ Racial Bias Incident (2018)

After two Black men were arrested at a Philadelphia Starbucks for “trespassing,” the initial corporate response was heavily criticized. Eventually, CEO Kevin Johnson apologized and took visible actions, including closing 8,000 stores for racial bias training. However, some critics noted the lack of Black executives or community leaders speaking directly to the public, which could have made the message more authentic.

2. Ben & Jerry’s and the George Floyd Protests

In contrast, Ben & Jerry’s response to racial injustice was widely praised. Their statement went beyond generic solidarity. More importantly, the brand has a history of amplifying diverse voices within its leadership and content, which made their message feel informed, genuine, and action-driven.

3. Uber’s Sexual Harassment Scandal (2017)

During its internal crisis over sexual harassment, Uber initially relied on its executive team—composed largely of men—to communicate its response. It wasn’t until later, when external figures like former U.S. Attorney General Eric Holder and board member Arianna Huffington became visible in the communication strategy, that the public began to feel the brand was taking the issue seriously.

These examples highlight that representation during a crisis can either undermine or elevate the impact of a brand’s response.

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Who Should Speak? A Layered Approach

Crisis communication shouldn’t rely on a one-size-fits-all spokesperson. Instead, consider a layered approach that includes:

1. Senior Leadership

Yes, top executives must still speak—especially in cases involving corporate responsibility, financial misconduct, or legal risk. Their authority shows accountability.

2. Subject Matter Experts

When technical, ethical, or safety-related issues are involved, bring in voices with credibility. A Chief Diversity Officer, Head of Safety, or third-party expert adds depth and context.

3. Community or Employee Representatives

In crises affecting specific communities or internal culture, consider elevating voices from within. Employees, affinity group leaders, or local partners can provide authentic insights that resonate.

4. External Advocates or Collaborators

Partner with trusted community leaders, nonprofits, or public figures who reflect the audience impacted by the crisis. Their support can help rebuild trust and show a commitment to real change.

Representation Starts Before the Crisis

You can’t suddenly create representative voices during a crisis. If your leadership, marketing, or communications teams lack diversity, it will show when it matters most. Brands need to:

Diversify their leadership pipeline
Include marginalized voices in decision-making
Foster relationships with diverse communities
Empower internal spokespeople beyond the C-suite

Only then will brands have the range of perspectives needed to respond authentically when crises arise.

The Role of Social Media

In the age of social media, everyone has a voice—and audiences are quick to notice who a brand elevates (or excludes). A poorly worded tweet can go viral for the wrong reasons. On the flip side, a sincere message from the right person can build goodwill instantly.

Influencers, employee advocates, and community voices are crucial in the social media landscape. But they must be chosen and engaged thoughtfully. Tokenizing or exploiting underrepresented voices can do more harm than good.

Navigating Sensitive Topics: Tips for Inclusive Crisis Comms

Map the stakeholders: Who is affected? Who is watching? Who needs to hear from you? Understand the communities involved.
Audit your spokespeople: Do they reflect your audience? Are they credible on this topic? Can they speak from experience or empathy?
Train your team: Ensure that your spokespeople are prepared to communicate across cultural lines with sensitivity and authenticity.
Use inclusive language: Avoid corporate jargon and legalese. Speak plainly and with empathy.
Follow words with actions: Representation is meaningless without accountability. Back
up your message with clear, measurable steps.

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Final Thoughts

In crisis communication, representation isn’t about optics—it’s about impact. The voice behind the message shapes how it’s received, remembered, and reacted to. Brands that prioritize inclusive, authentic communication don’t just survive crises—they emerge stronger.

So, who gets to speak?

Ideally, the person who can speak truthfully, compassionately, and credibly—not just the one with the highest title. In a world that demands accountability and authenticity, it’s time for brands to rethink not just what they say during a crisis, but who gets to say it.

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