The Power of a Phone Call During a Crisis

Article written by Dani Andrews

Why Voice Conversations Still Matter in High-Stakes Situations

In today’s fast-paced, hyper-connected world, businesses have little room for delay when a crisis strikes. As Rob Burton wrote in our post on the Crucial Role of Crisis Communications During Incidents and Crises, crisis communication teams serve as the organization’s frontline, tasked with rapidly assessing threats, developing a coordinated response, and delivering clear messages across internal and external channels. Incidents may start small, but if poorly managed, they can escalate into full-blown crises that damage reputations, disrupt operations, or even jeopardize the organization’s survival. Yet in a digital world saturated with email, social media, and messaging apps, one of the most powerful tools in crisis response is often overlooked: the humble phone call.

Phone conversations bring speed, clarity, and (perhaps most importantly) a human touch that other platforms simply can’t match. In a crisis, people want more than updates. They want reassurance. They want real-time answers. And above all, they want to hear a voice that feels confident, honest, and in control.

Why Phone Calls Outperform Emails and Texts in Crisis Mode

While it’s tempting to rely on digital messages for speed and efficiency, studies consistently show that voice communication builds stronger connections. Research from the University of Texas at Austin and the University of Chicago reveals that people feel more emotionally connected through phone calls than emails or texts, even though they often underestimate this effect. According to the study, participants expected calls to be awkward or time-consuming but ended up feeling closer to their contacts and found the experience smoother than anticipated.

This connection is crucial during a crisis. Emails can be ignored, flagged as spam, or misinterpreted. Texts may lack context or tone. But a phone call is immediate. It conveys urgency and empathy through verbal and nonverbal cues. AARP emphasizes this point, stating that people crave voice-based interactions when stakes are high, even if they initially default to written forms. Furthermore, phone calls are more effective in persuading, reassuring, and clarifying complex or sensitive information. Stakeholders are far more likely to trust and respond to a live voice than an impersonal memo, especially when emotions are running high or when fast decisions are required.

Integrating Phone Calls into Your Crisis Communication Strategy

So how do you make phone calls a structured part of your crisis response plan?

Start with a call tree. This is a prearranged, tiered contact system where a single call triggers a chain reaction. Each person calls two more, and so on, ensuring that the message spreads quickly and accurately. The first calls should go to leadership, legal teams, HR, and external stakeholders like media contacts or emergency responders. Those first five calls often shape the entire response narrative.

Train your team. Not everyone is comfortable making tough calls under pressure. Equip your staff with scripts that outline key talking points and provide them with training on active listening and emotional regulation. These conversations should be documented and followed with written summaries to ensure consistency.

Invest in the right tools. You don’t need an expensive enterprise solution to make this work. TracFone offers no-contract mobile plans with affordable smartphones from trusted brands like Nokia and Motorola. These budget-friendly devices allow businesses to equip key team members with dedicated crisis communication lines. TracFone’s prepaid plans eliminate the risks of unexpected fees or overages, offering just the flexibility you need when fast, reliable communication is non-negotiable.

Use phone calls to listen. Voice calls are not just about broadcasting; they’re also about gathering intel. How are employees feeling? What are customers worried about? What misunderstandings need clearing up? A phone call allows your team to gauge sentiment in real time, helping leadership adapt the response strategy on the fly.

Are Phone Calls Enough? Why Multichannel Matters

While phone calls are invaluable in the heat of a crisis, they shouldn’t operate in a vacuum. Once the initial wave of uncertainty has passed, written communication can be highly effective for broad updates and documentation.

Take Delta Airlines’ response to the pandemic in 2020, for example. CEO Ed Bastian sent a thoughtful, measured email to customers outlining how the company had prepared for the outbreak and what steps it was taking to protect travelers. The message was clear, reassuring, and, most importantly, action-oriented. As Inc. noted, “a plan without action is a lot like a plane without wings — worthless.”

Email and text updates are perfect for reinforcing your phone messages, documenting decisions, and communicating with a wider audience. They also serve as follow-ups, ensuring that stakeholders have written records of what was discussed and what’s expected next.

The key is timing. When the crisis hits, pick up the phone. When things settle down, follow up with written confirmation. This layered approach ensures that nothing gets lost in translation, and everyone, whether employee, customer, or partner, feels informed and valued.

Final Takeaway: Let Your Voice Be Heard

In crisis communication, speed, clarity, and trust are everything. Phone calls combine all three, offering a direct line to connection when it matters most. While texts and emails still have a place, it’s the sound of a human voice—calm, clear, and confident—that often turns chaos into clarity. By building a thoughtful, voice-led communication strategy, you’ll ensure your organization can act decisively, respond empathetically, and lead from the front when the unexpected hits.

Exclusively for PREPAREDEX