When a public crisis comes about, trust becomes the foundation of public response. From natural disasters to public health threats, local governments are under pressure to respond quickly, transparently, and effectively in order to keep the community informed. Crisis communication through video is one of the most potent tools municipalities can use to meet this demand.
Why Video is the Most Human Medium During Emergencies
When people are scared or confused, they don’t want to read a 500-word statement or decode complex PDFs—they want clarity, reassurance, and connection. That’s precisely what video offers.
Video enables government leaders to:
- Show empathy through body language, facial expressions, and tone of voice.
- Simplify complex information using visual cues, animations, and real-life examples.
- Reach more people faster through social media, websites, SMS campaigns, and email newsletters.
In a crisis, words alone may fall short. However, a video of the mayor speaking directly to the community, outlining the next steps the government is going to take to respond to a crisis or showing families how to prepare for inclement weather, can instill confidence and reduce public panic. This personal, authentic touchpoint is what makes video such a potent medium for public communication during a crisis.
The Role of Video in Building Transparency and Trust
Transparency is key in all government communication, especially during a crisis. Community members want regular updates, reliable and understandable data, and honest, direct messaging during an emergency.
Video supports transparency by:
- Providing consistent updates: Agencies can publish short daily or hourly video briefs during crises to inform the public.
- Bringing the process to life: From behind-the-scenes looks at emergency response efforts to interviews with local experts, video invites the public into the decision-making process.
- Creating a record of accountability: Video archives create a sort of public record, demonstrating how the government responded to a crisis, reinforcing community trust long after the emergency has ended.
Real-World Examples: When Video Made a Difference
Here are some real-world examples of how video communication supports effective crisis communication:
Weather Emergencies
During Hurricane Harvey, the City of Houston used daily video briefings on social media to relay evacuation updates, share flood forecasts, and announce shelter openings. These videos were viewed hundreds of thousands of times and helped save lives by delivering time-sensitive information in a format that people could easily understand and trust.
Public Health Crises
During the COVID-19 pandemic, municipalities that leaned heavily into video, featuring doctors, nurses, and public health officials in frequent briefings, saw higher compliance rates and reduced public confusion compared to those that relied solely on text-based announcements.
How to Prepare a “Readiness Kit” for Crisis Communication
Municipalities don’t need to wait for a crisis to start thinking about communication. In fact, the most effective responses come from cities and counties that prepare before disaster strikes.
Here’s what every communications team should include in their video communications readiness kit:
Pre-Crisis Video Library
Before a crisis hits your city, it is important to be organized and have some videos already created to address an event as it occurs. Here are some key videos to have on hand:
- Pre-recorded messages from key officials on different scenarios (weather, active shooter, chemical spill, etc.)
- Safety walkthroughs for schools, municipal buildings, and shelters
- Animated explainers for standard emergency procedures and alerts
Rapid Deployment Playbook
Once a crisis hits your municipality, time is of the essence. Have a plan in place for how videos should be dispersed to the public in the event of an emergency. Consider these factors:
- A checklist for activating video messaging within minutes
- Templates for scripts, video titles, and captions
- A step-by-step distribution plan for websites, social platforms, SMS, and local TV, including who is in charge of distributing what video on what platform
Trusted Spokespeople
During an ongoing crisis, it is important to have pre-selected, crisis-trained spokespeople who can be put into live updates. Choose a diverse range of leaders that reflect the community’s demographics.
Mobile Production Toolkit
Some crises may make full-blown production teams impossible. Be ready to film videos on smartphones with clip-on microphones in a pinch.
Accessibility Measures
Accessibility is particularly important during a crisis, ensuring all community members are informed. Here are some essential accessibility measures:
- Subtitles or closed captions on all videos
- American Sign Language (ASL) inserts or alternate versions
- Multilingual versions tailored to your population
Why Now Is the Time to Invest in Crisis Communication Strategy
As climate-related disasters, public safety incidents, and health emergencies increase, municipalities must be more agile and transparent than ever before. Waiting until a crisis hits is no longer an option.
A clear, professional, and empathetic video strategy ensures your message cuts through the noise, delivering calm in the chaos and building a legacy of trust with your community.
Ready to build a more resilient crisis communication strategy?
At Agency 1204, we specialize in helping municipalities like yours craft powerful video communication strategies that work in real-time. From creating pre-crisis content to launching rapid-response videos, we’re your strategic partner in building public trust through compelling, human-centered storytelling. Let’s talk about how we can help your agency prepare for the unexpected. Contact us today to schedule a consultation.