What to say when you don’t know what to say: leading through uncertainty
By Amber Betts, Founder of Unveiled Creative Studio PLLC
Something goes wrong, and suddenly, all eyes are on you.
Your team is waiting for direction. Emails are piling up. The phone won’t stop ringing. Your gut says to respond quickly — but your heart isn’t sure what to say.
In those moments, silence feels risky, but so does speaking without clarity. This is the tension leaders face in every crisis: the pressure to say something now and the fear of saying the wrong thing.
But here’s the truth — leadership isn’t about always having the perfect words. It’s about communicating with honesty, empathy, and calm, even when the full story is still unfolding.
Step one: develop a holding statement
Before you rush into writing a press release, crafting talking points, or posting on social media, start with a holding statement.
A holding statement lets people know you’re aware of the situation and that you’ll share more information as soon as possible. It acknowledges reality without speculation, helping you maintain credibility while you gather facts.
Example:
“We’re aware of the situation that occurred earlier today and are currently reviewing all details. Our team is taking this seriously and will provide an update as soon as we can.”
Once your holding statement is released, take a breath. You’ve bought your organization the time it needs to respond thoughtfully rather than react emotionally.
Step two: define your boundaries — what you can and cannot say
After the holding statement, clarify your communication parameters. Ask yourself three key questions:
What can I say? — Facts that are confirmed and public.
What can I not say? — Confidential details, ongoing investigations, or sensitive information (like HIPAA-protected details).
What do I want to say, but shouldn’t? — Emotional or speculative comments that might complicate your message or create legal risk.
This step helps you stay disciplined in your communication and ensures consistency across your team.
When you can’t share details, share the process
Sometimes confidentiality laws or privacy ethics (like HIPAA) prevent you from sharing specific information — and that’s okay. In fact, honoring those boundaries can strengthen public trust when handled transparently.
If you can’t talk about what happened, talk about how you respond when something happens. For example:
Explain your commitment to privacy and how sensitive information is protected.
Describe the process a typical client, patient, or community member would go through to show how you ensure safety and quality care.
Reaffirm your values: integrity, accountability, and transparency.
People don’t always need the private details — they need confidence in your process.
Step three: develop talking points
Once you know what can and cannot be said, it’s time to create your talking points — the key messages you’ll share across every communication channel.
Your talking points should answer:
What happened (only what’s confirmed)
What you’re doing about it
What you value most as you respond
What people can expect next
This framework keeps your team aligned and your voice steady, even under pressure.
Lead with empathy and calm
In moments of uncertainty, people crave reassurance more than information. Even if you don’t have all the answers, you can express care and confidence:
“We’re aware of what happened and are taking it seriously. Our priority right now is understanding the situation fully and supporting everyone involved.”
It’s not about perfection. It’s about presence.
Stay consistent across channels
When tension is high, small inconsistencies can cause confusion. Make sure your internal messages, social posts, and media responses reflect the same approved talking points.
This is where a crisis communication plan makes all the difference — it provides the structure your organization needs to respond with clarity and confidence every time.
Follow up with integrity
After your initial response, continue to communicate updates as appropriate. Let people know what’s changed and how you’re addressing the issue. And when the situation resolves, reflect on what worked and what could improve next time.
Clarity is leadership
When you don’t know what to say, start with what you do know:
You can lead with honesty, empathy, and discipline.
You can communicate process when you can’t share details.
You can respond thoughtfully, not reactively.
You can embody clarity even in chaos.
At Unveiled Creative Studio, we help leaders and organizations communicate confidently — especially when the words don’t come easily.
📅 Ready to strengthen your message before the next crisis?
Book a free 30-minute consultation to uncover your organization’s clarity strategy.
