Emergency Communication: The Crucial Element for Australian Businesses During Crisis

by | 1 Aug 2023

Effective communication during emergency situations is an indispensable aspect for Australian businesses. The importance of emergency communication cannot be emphasized enough, especially when the stakes are high, and lives may be at risk. 

This article will delve into the significance of crisis communication and offer insights on how businesses can plan, train, and practice to ensure effective communication during emergencies. 

To illustrate the real-life implications of poor crisis communication, we will draw from the case study of Avianca Flight 052, which serves as a tragic reminder of the dire consequences that miscommunication can bring.

The Case of Avianca Flight 052

On January 25, 1990, Avianca Flight 052 tragically crashed in New York, claiming the lives of 37 people. The initial cause attributed to the crash was the plane running out of fuel. However, further investigations revealed that poor crisis communication played an equally significant role in the disaster. 

The airport, experiencing high levels of traffic, compounded the already stressful situation for flight crews, passengers, and controllers.

The pilot of the ill-fated aircraft had earlier communicated to air traffic control that the plane was running low on fuel and was asked to circle in a holding pattern. 

Unfortunately, the urgency of the situation was lost in translation – the aircraft was on the verge of running out of fuel, with only five minutes remaining. The controller mistakenly believed the plane could continue circling for another five minutes before requiring landing instructions. The devastating outcome underscores the criticality of effective communication during emergencies and highlights the need for Australian businesses to be prepared for such situations.

Preparing for Emergency Communication

Plan it:

To ensure effective communication during emergencies, businesses must develop comprehensive communication tools and checklists. These tools will aid in structuring messages, ensuring that essential information is delivered clearly and understood by all stakeholders.

Building a crisis communications plan is essential for future-proofing a business. Consideration should be given to how key stakeholders, such as customers and executive-level leaders, will be updated during an emergency. Maintaining a well-defined list of recipients, along with the preferred channels of communication and the timing of updates, will streamline the communication process.

Additionally, matching communication roles to team members’ abilities is crucial. Some team members may excel in public speaking, while others may be better suited for crafting clear and concise written communications. By leveraging individual strengths, businesses can enhance the effectiveness of their emergency communication efforts.

Train it:

Working with trusted partners, such as experienced critical incident management providers, is vital to optimising crisis communication. These partners can offer valuable guidance and expertise, ultimately improving a business’s ability to manage incidents effectively.

Adapting the communication approach according to the audience is equally important. When communicating with emergency services during a crisis, clear and direct language is necessary. On the other hand, communicating with the Executive Board may require more detailed and curated emails that instill confidence in the actions being taken.

Practice it:

Practice is key to ensuring that emergency communication plans are effective when it matters most. Businesses must conduct regular training exercises and mock simulations to develop and refine crisis communication skills. These practices instill confidence in team members and ensure they are well-prepared to handle high-pressure situations.

Case Study Resource:

For a more in-depth understanding of the lessons learned from Avianca Flight 052, we recommend reading the article “Lessons Learned from Avianca Flight 052” on Medium. This case study serves as a powerful reminder of the grave consequences that can arise from miscommunication during emergencies.


Emergency communication is an indispensable skill for Australian businesses. In times of crisis, effective communication can be the difference between a successful response and a catastrophic outcome. 

By planning, training, and practicing their crisis communication strategies, businesses can better equip themselves to handle emergencies with confidence and efficiency. Remember, effective emergency communication doesn’t happen by chance – it requires proactive preparation and a commitment to continuous improvement. 

For businesses seeking guidance and support in enhancing their emergency communication capabilities, Bounce Readiness is here to help. Feel free to reach out to us for a consultation and discover how we can assist you in improving your crisis communication efforts.

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