What is pre-approved holding language?

Pre-approved holding language is a set of prepared statements that a brand can use immediately during a crisis to communicate with its audience. This language is designed to provide a quick, consistent response that acknowledges the situation and assures the audience that more information will follow.

By having pre-approved holding language, companies can manage the initial phase of a crisis effectively. It helps reduce misinformation and speculation, which are common during the early stages of a crisis. This approach allows a brand to communicate swiftly without waiting for a full statement to be developed. As a result, the brand maintains trust and control over the narrative. Pre-approved holding language ensures that the messaging is consistent across all platforms and channels. It is crucial for maintaining a unified voice when addressing the public. Additionally, it provides the communication team with a solid foundation to build upon as more details become available.