Crisis Communication: The Human Touch, According to KJ
KUALA LUMPUR: In the realm of crisis communication, a simple yet powerful truth emerges: every message matters, and every message should have a face behind it. This is the message delivered by former health minister Khairy Jamaluddin at the Global Public Relations Conference and Festival Malaysia 2025.
Khairy emphasized the importance of accountability in crisis situations, stating that a faceless press statement is insufficient to rebuild trust. He argued that a person, a voice, a face, is essential to convey sincerity and responsibility.
"No one trusts a corporate statement anymore. When a crisis hits, a generic, anonymous statement will only erode trust," he said during a plenary talk. "You must put a face to it, a human element to show that you're taking responsibility and care."
Khairy also urged communicators and PR professionals to be attuned to public sentiment. He advised them to "read the room" and consider the broader context beyond their immediate audience. He highlighted a common pitfall in communication: messages crafted within an echo chamber can sound elitist or out of touch when shared publicly.
"The statement often exists within our own bubble. Once it's shared, we realize how it might sound horrible, elitist, or lacking in empathy," he explained. "It might seem right when you draft it, but it can backfire when it gets out there."
To illustrate his point, Khairy recalled the AstraZeneca opt-in vaccine registration mess in 2021. He took personal responsibility publicly, apologizing for the chaotic registration process and announcing an investigation into technical issues during a live press conference the following day.
This approach, he believes, is crucial in crisis communication. By putting a face to the crisis, organizations can demonstrate accountability, empathy, and a genuine commitment to addressing the situation.
