The handling of any crisis needs a sensible and measured approach to cut through the chaos. This is where The Krebs Method comes into play—a simple, yet effective, communication framework designed to ensure that your messages are clear, transparent, and actionable.

Named after John Krebs, the former Chair of the UK’s Food Standards Agency, The Krebs Method provides a structured way of delivering crucial information in a crisis. It was developed based on Krebs’ extensive experience in crisis management, particularly in situations where transparency and public trust are paramount.

Table of Contents

• What is The Krebs Method?

• Breaking Down The Krebs Method

  • What Is Known?

  • What Is Unknown?

  • What Actions Are Being Taken?

  • What Should the Public Do?

  • When Will More Information Be Available?

• Why The Krebs Method Works

• Using The Krebs Method in Different Crisis Scenari …

• Applying The Krebs Method in Your Role as a PIO

• Key Takeaways for Public Information Officers

• TL;DR:

• Further reading

What is The Krebs Method?

The Krebs Method is a framework that helps communicators structure their crisis messages by focusing on five key elements. It provides clarity, minimizes confusion, and builds public trust by setting clear expectations. These five elements are: