What is a holding statement?
A holding statement is a short, interim message you can share when an issue or crisis has occurred – but you don’t yet have all the facts.
It’s a clear piece of communication that buys you time to remedy the issue without over-promising or creating legal risk.
Without one? Customers or the public may interpret silence as your business avoiding accountability or losing control of the situation.
Clear holding statement for a data breach: We’re aware of a cyber incident that may have involved unauthorised access to customer data. Our security team is investigating urgently and taking steps to protect those impacted. We’ll contact customers directly with the next steps as soon as that assessment is complete.
Why it will strengthen your crisis communication
Crises often arrive with rumours, screenshots, internal confusion and little time. This tactic helps you respond fast – with a message that’s clear and confident.
It also protects your business from ‘message drift’, so people don’t fill the gap with their own explanations and multiple versions of the truth.
Plus it signals that you are aware, engaged and taking action – to reassure your stakeholders and reduce reputational damage.
Why the 3-sentence formula works
In a crisis, stakeholders are scanning for three things:
- Has your business seen the issue?
- Are you doing something about it?
- When will you tell us more?
The holding statement answers those questions in the order your audience needs. That builds trust – even before you have the full story.
It also helps your team stay disciplined. No unverified details. No promised outcomes you can’t guarantee.
How to apply the tactic
1. Acknowledge: Name what you know – without guessing.
- We’re aware of reports that…
- We’re aware of an issue affecting…
2. Show action: State what you’re doing right now.
- We’re investigating urgently and working to resolve it.
- Our team is assessing the situation and taking immediate steps.
3. State what’s next: Give a clear timeframe.
- We’ll share a further update by 4 pm today.
- We’ll email our customers directly once we know more.
Tactic in action: Responding to a service outage
| Poor holding statement (vague and unsettling) | Clear holding statement (calm and credible) |
| NOTE: Our services appear to be down for some users. We hope to have things running smoothly soon. | We’re aware of a service outage limiting access for some users. Our team is investigating urgently and working to restore services as quickly as possible. We’ll provide an update by 3 pm today. |
Same situation. Same uncertainty. But one message creates more doubt – while the other builds confidence.
When the pressure hits, your team needs proven strategies they can rely on. Our Crisis Communications Readiness training provides teams with tactics to respond fast, protect trust and lead confidently through uncertainty.