I often sit across the table from leaders in the middle of an emergency—anxious, unsure, and looking for answers. I remind them that transparency in crisis communication is a cornerstone of an effective response. It’s what builds trust when everything else feels uncertain. I’ve advised organizations during food product recalls and led through acts of domestic terrorism. I’ve seen how openness can turn skepticism into confidence when guiding corporations through reputation-shaking moments.

I remember reading about Peloton’s response to the Tread+ treadmill crisis in 2021. After reports surfaced linking the equipment to multiple injuries—and the tragic death of a child—the company initially resisted calls for a recall. We’ll explore this later.

These situations seem to come out of left field, but organizations that communicate transparently emerge stronger, with relationships intact and reputations preserved.

Key Principles of Transparency

When communications teams respond to an emergency, we rely on the core principles of transparent communication to help shape their messages. Our number one priority is making sure our messages are heard, trusted, and understood.

Here are four elements to keep in mind to establish more transparent communication:

1. Empathy. Empathy humanizes communication and strengthens connections with stakeholders. Acknowledging the impact of a crisis and addressing the emotional needs of those affected can transform communication into a source of comfort. Messages delivered with understanding and care build rapport and trust.
2. Clarity. Clear communication avoids confusion and prevents misinformation. Messages should be concise and free of technical jargon that alienates or overwhelms audiences. Transparency starts with delivering information that is straightforward and easily digestible.
3. Consistency. Consistent messaging fosters reliability and trust. When updates align across channels and over time, stakeholders know what to expect and can rely on the organization’s narrative. Any deviations in messaging risk creating doubt or mistrust among audiences.
4. Credibility. Trust depends on honesty and accuracy. Sharing information transparently—acknowledging what is known and admitting uncertainties—reinforces an organization’s integrity. Credibility also comes from verifying facts before releasing them to the public.

The Role of Stakeholders: A Two-Way Street

Your stakeholders—employees, customers, or the public—are not just watching how you will respond to a crisis. They can also be active participants, sometimes with as much to say as you do. How you communicate with them determines whether they’ll stand with you or walk away.

Internal Stakeholders

Internal teams can crumble during a crisis due to a lack of information. Employees are often the first to face questions and fears from the public, yet they’re the last to know what’s going on. I tell leaders not to treat their internal audience as an afterthought. When you communicate openly with your team, you build allies who faithfully represent your message.

External Stakeholders

Externally, the stakes with this broader audience are even higher. From customers and investors to regulators and the media, each group needs a slightly different message. You have to strike the right tone for every audience, from the deeply concerned to the cautiously watching. Ignoring this diversity in your stakeholder base is a mistake you can’t afford to make.

Engagement and Listening

Transparency is as much about listening as it is about talking. Some leaders are tempted to talk over the “noise” in a contentious meeting or press conference without pausing to hear what others say. That’s a missed opportunity. Feedback is more than criticism. When you listen and adapt your response, you show that you value your stakeholders’ trust and are committed to earning it.

The Peloton Tread+ Recall: A Crisis of Safety and Trust

In 2021, Peloton found itself at the center of a public safety crisis over its Tread+ treadmill. Initially, the company pushed back against calls for a recall, insisting that customers simply use the equipment more carefully. As public outrage and regulatory pressure mounted, Peloton’s leadership made a critical decision: to take full accountability.

CEO John Foley issued a public apology, acknowledging the company’s missteps in handling the situation. He committed to working with the U.S. Consumer Product Safety Commission, and Peloton voluntarily recalled 125,000 treadmills to prevent further harm.

Companies must walk a fine line when facing public scrutiny. The knee-jerk reaction to deny, deflect, or delay often worsens the damage. Peloton’s slow shift toward transparency and proactive action didn’t erase the harm caused by its product. However, it set a foundation for rebuilding trust with consumers who expected more from a brand built on health and safety.

Key Challenges to Maintaining Transparency

We know transparency matters, but achieving it can be a challenge. Organizations often have internal dynamics that make open communication difficult, especially during high-pressure situations. Let’s explore some of these:

• Organizational Culture. An ingrained culture of secrecy or fear of admitting mistakes can hinder transparency. Leaders must cultivate an environment where honesty is encouraged and employees feel empowered to share critical information.
• Legal and Regulatory Concerns. In some cases, legal restrictions may limit what can be disclosed. Organizations must navigate these boundaries carefully, balancing transparency with compliance. Being upfront about these limitations helps maintain trust.
• Balancing Transparency with Other Priorities. Organizations may struggle to balance transparency with protecting proprietary information or managing reputational risks. Clear decision-making processes and alignment with organizational values can help navigate these conflicts effectively.

Transparency Is a Journey, Not a Destination

Building transparency is an ongoing process that requires constant attention and improvement. Organizations must treat each crisis as an opportunity to reflect and learn, returning those insights to communications processes. Organizations with clarity, consistency, credibility, and empathy can build relationships with stakeholders and emerge stronger from challenging situations.

Take a moment to reflect on your organization’s crisis communication practices. Are you prepared to implement principles and strategies when the next crisis arises? If so, you’re ready for the next emergency and building a legacy of trust and accountability.