A holding statement is a brief statement issued quickly after a crisis or incident to acknowledge what is known, show the organization is engaged, and buy time to gather facts before a fuller response. It contains only confirmed information and never speculates about causes.
A holding statement is, in plain terms, a statement intended to hold the media at bay while an organization deals with a crisis or incident. It is not the full response; it is a short bridge that shows the organization is aware, is taking the situation seriously, and will provide more information once it is confirmed. Guidance commonly describes it as covering three things: care and concern for those affected, a sense of control showing the situation is being managed, and commitment to finding out more and following up.
Timing matters. Crisis communication guidance suggests issuing a holding statement quickly once a crisis becomes public, since a long silence lets others control the narrative. The statement should include only confirmed facts, avoid any speculation about cause or blame, and tell people where the next update will come from.
Because holding statements are needed under time pressure, many organizations prepare templates in advance, with blanks for the specifics of an incident, so a first response does not have to be written from nothing while a crisis is unfolding. Publishing the statement on the organization's own newsroom first, not only sending it by email, gives a stable, linkable source.
How to: 1) Prepare a generic template before any crisis happens. 2) When needed, fill in only what is confirmed: what happened, who is affected, what is being done right now. 3) Express genuine concern without admitting a cause you have not confirmed. 4) State when and where the next update will appear. 5) Publish it on your own newsroom and share it with your press contact list. 6) Follow up as promised, even if the update is 'still investigating'.
QUESTIONS
What is a holding statement?
It is a short, fast initial statement issued during a crisis to acknowledge the situation, show it is being managed, and promise more information soon. It is not the final or full response, and it should include only confirmed facts.
How quickly should a holding statement go out?
As quickly as possible once a crisis is public; guidance often points to minutes rather than hours, because delay lets other sources define the story first. Speed matters more than completeness at this stage.
Can a holding statement speculate about the cause?
No. It should stick to confirmed facts and avoid guessing about causes, blame or outcomes. Speculation that turns out to be wrong damages credibility far more than admitting the investigation is still underway.
Is a holding statement the same as a full crisis statement?
No. It is an early, brief bridge statement. A fuller statement, with more detail and next steps, typically follows once facts are confirmed, and updates should continue as the situation develops.
SOURCES
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