This skill should be used when the user asks about "crisis communication", "how to tell the team", "communicating bad news", "employee messaging", "investor communication during crisis", "board communication", "transparency in crisis", "announcing layoffs", "announcing pivot", "stakeholder communication", or needs templates and guidance for communicating during difficult situations.
How you communicate during a crisis often matters more than the crisis itself. This skill provides frameworks, templates, and principles for communicating during difficult company moments.
In a crisis, communicate in this order:
The rule: No one should hear about their situation from someone outside before hearing from you directly.
What they need:
What destroys trust:
Formats:
| Situation | Format |
|---|---|
| Layoffs | 1:1 for affected, then all-hands |
| Pivot | All-hands with Q&A |
| Funding issues | All-hands with Q&A |
| Executive departure | All-hands announcement |
| PR crisis | Email + optional all-hands for questions |
What they need:
Format:
What to include:
Proactive communication builds trust:
Format:
Template:
Subject: [Company] Update - [Brief descriptor]
[Name],
I wanted to reach out directly about [situation]. Here's what's happening:
Situation: [2-3 sentences]
What we're doing: [Your response/plan]
What this means: [Impact and outlook]
I'm happy to jump on a call if you have questions. We're [confident/working hard to] navigate this well.
[Name]
When to communicate:
Principles:
Before the meeting:
Structure:
Sample script:
"Thank you for joining. I have difficult news to share.
Today we're reducing our team by [number] people. This was an incredibly hard decision, and I want to explain why we made it and what it means going forward.
[Explanation of business context - be honest but concise]
We considered alternatives like [what you considered], but ultimately decided this was necessary to [reason - extend runway, refocus, etc.].
To those who are leaving: thank you for your contributions. This isn't a reflection of your work. We're committed to supporting your transition with [severance details].
To those staying: I know this is hard. You're going to have questions about workload, about security, about what this means. Let's talk about those things now.
[Q&A]
We'll get through this. I believe in this team and this company. Thank you for your resilience."
Structure:
Sample script:
"I want to talk about a significant change in our direction.
Over the past [time], we've learned a lot. [Specific learnings]. Based on this, we've decided to pivot from [current] to [new direction].
This isn't a decision we made lightly. We explored alternatives and talked to customers, investors, and advisors. Here's why we believe this is right: [reasons].
What this means for you:
- [Impact on roles/work]
- [What stays the same]
- [What changes]
I know pivots are unsettling. It's okay to have mixed feelings. What I can promise is that we'll communicate openly as we navigate this transition.
Questions?"
When to communicate:
Sample script:
"I want to give you an honest update on our financial situation.
Our runway is currently [X months]. We're actively [fundraising/cutting costs/both]. I want to be transparent with you because you deserve to know where we stand.
Here's what we're doing about it:
- [Specific actions]
Here's what this means for you:
- [Impact on hiring, raises, etc.]
- [What's NOT changing]
I know uncertainty is uncomfortable. Here's what I can promise: I'll keep you informed as things develop. You won't be surprised.
Questions?"
Voluntary departure:
"I want to share that [Name] has decided to move on from [Company]. [Brief context if appropriate - pursuing other opportunities, personal reasons, etc.].
[Name] has contributed [specific contributions]. We're grateful for [his/her/their] work.
Here's the transition plan: [What's happening with their responsibilities].
Please join me in thanking [Name] and wishing [him/her/them] well."
Involuntary departure (keep brief):
"I want to share that [Name] is leaving [Company]. [Brief, neutral statement if any].
Here's the transition plan: [What's happening with their responsibilities].
I know you may have questions. I can't go into details about personnel matters, but I'm happy to discuss what this means for the team going forward."
For more detailed templates and examples, see:
references/layoff-communication.md - Detailed layoff communication guidereferences/stakeholder-templates.md - Templates for board, investors, customers