How to write a crisis holding statement, with an example
Written by Jen Plahm · October 9, 2026
A holding statement is the short public message you release while a situation is still unfolding and you do not yet have every fact. It tells people you know about the problem, that you are acting, and when they will hear more.
Key point
A PRSA Job Center crisis checklist says a holding statement should be brief, about 100 words, and written in active, plain language that avoids corporate jargon.
What to include
The same checklist lists five elements for an effective holding statement:
- Acknowledgment of the event
- A commitment to investigate or take action
- Empathy for those affected
- A designated point of contact for updates
- Alignment with your brand's voice
It adds two practical points. Include at least one confirmed fact, such as the timeframe or the number of affected locations, so the statement is credible at once. Then set expectations for your next update, for example within two hours or by 6pm today, to reduce speculation.
When to write it, and who approves it
The checklist places drafting the holding statement in hours one to four, after you have verified the facts and assessed how serious the situation is. In that window it also recommends getting legal approval and assigning a single spokesperson so every message stays consistent.
A template
We are aware that [what happened, using only confirmed facts] on [date and time].
To the [people affected]: we are sorry.
[Specific action already taken] is done, and [action under way] is in progress.
An update will follow by [time]. For questions, contact [name, email, phone].
An example
This example is made up. A bakery has shipped a product with an incorrect allergen label.
We are aware that some orders shipped on 4 March contained loaf packs with an incorrect allergen label. To the customers affected: we are sorry. Shipping of the product has stopped, and we are contacting every customer who received it. An update will follow by 6pm today. For questions, contact Priya Shah at press@example.com or 555-0100.
Every claim in it is something the bakery already knows. It names one confirmed fact, one action taken, a time for the next update, and a person to contact. It does not guess at causes.
Write it before you need it
The UK Government Communication Service's crisis model is built around a cycle that starts with planning and rehearsing, including testing responses in advance. A team that has already drafted its template, named its spokesperson, and agreed who approves the statement can spend the first hour on the facts.
The Crisis workflow in The PR Assistant walks you through the assessment, the holding statement, spokesperson prep, and a media response plan in one conversation, and the walkthrough shows it on a test run. Writing Review can then check the draft for promotional language.
Written by a PR professional with 17 years in the industry.