September 11 and Crisis Communications: Lessons for Today’s Leaders

Remembering September 11: The Day That Changed Communications Forever

On the morning of September 11, 2001, the world as we knew it changed forever. A clear, beautiful day turned into one of the darkest moments in modern history. As Americans and global citizens watched the horrific events unfold, we experienced a collective moment of uncertainty and chaos.

In times of crisis, communication becomes more than just a tool—it’s a lifeline. September 11 taught us the importance of having a plan in place to inform, educate, and reassure. Today, the need for well-developed crisis communications strategies is more important than ever. From natural disasters to corporate crises, every organization must be ready to respond at a moment’s notice.

Twenty-three years ago, today, we remember how 9/11 changed the world – and communications. Where were you on September 11?

Reflecting on How 9/11 Immediately Impacted Community PR and Communications

On September 9, 2001, we celebrated a child’s seventh birthday party. Walking down Michigan Avenue in Chicago beside eight ecstatic and effusively ebullient children, I remember thinking how carefree, jubilant, and fun life can be. Two days later the world would change, dramatically and forever.

On September 11, 2001, I got up and went through the usual motions of a working mother with three children – ages 12, 9, and 7 – to get off to school. My husband was away on business in Rotterdam and I was excited to be dressed in a fashionable new navy pantsuit for a meeting with our local school district about photographing the annual report. I marveled at how beautifully the day was starting out.

On our way out the door to walk my boys to school, the phone rang. A friend was calling with the first news about the attacks. I didn’t say anything to the boys, but I told her I’d call her back after I dropped them off.

Walking down our quiet, sunny street the news was surreal. How could a day seem so idyllic when the world was falling apart? I could only think about when and where the next attack would be. Arriving at the school district headquarters, the staff was stunned and silent, gathered around a radio, listening for updates and quietly considering crisis communication responses.

Every year on this day, I think back to those first few turbulent hours after the tragic event and remember how fragile the world seemed and how strong and calm we needed to be as education communicators.

We needed to find ways to communicate quickly, accurately, and effectively.

At that time, most community organizations – including schools – had no email database, only phone numbers and addresses. While the press could and would cover news, it would be on their deadline and in their voice. Producing a letter took time to write, print or copy, and mail. Backpack communications was the most reliable and quick route to homes.

After 9/11, community organizations became more receptive and willing to gather email addresses, connect leaders online and form councils to relay information in case there was another crisis – or good news – that needed to be delivered quickly.

As an early email adapter, I became an advocate and a teacher on how to transfer communications to a digital platform to reach the media, leadership, and the community at large.

The school district approved my proposal to develop an e-newsletter, only for teachers and the press at first. Eventually, subscriptions were open to the public. Thanks to Mary Kay O’Grady for asking me to manage these projects for her team.

I did get to photograph the cover of the school district’s 2001 annual report. The concept started out as an image of teachers gathered around a flagpole in silence. I had another idea, which was approved in its place. I asked if I could photograph my son’s first-grade class releasing butterflies. After the butterflies flew off, I took pictures of the fifth graders replanting a barren prairie patch. Images from each made the annual report with a community theme of new life and recovery.

How 9/11 Shaped Crisis Communications

Before September 11, many organizations had limited crisis communications strategies. Community groups, schools, and businesses were often reactive rather than proactive, relying on outdated methods like phone trees and printed letters to get the word out.

But 9/11 changed everything. The speed and scale of the tragedy demanded real-time responses, and it became clear that organizations needed to evolve. Schools, businesses, and government entities began gathering email addresses, developing online communication platforms, and creating rapid-response teams to keep communities informed.

As a digital communications advocate, I pushed for early email adoption. I helped my local school district create its first e-newsletter—a tool that could quickly share updates and reach both staff and the public. That same strategy is even more critical today, with the explosion of social media and instant messaging platforms.

Key Takeaways for Today’s Crisis Communicators

1. Prepare Now, Not Later: The time to prepare for a crisis is before it happens. Every organization should have a comprehensive crisis communications plan that includes: key messages, spokespeople, media contacts, employee communication plan, and online response team.
2. Speed is Everything: In today’s world, news spreads at the speed of social media. You must be ready to respond immediately. While accuracy is key, transparency and timeliness are critical to maintaining trust. Shorter answers are okay.
3. Designate a Spokesperson: During a crisis, consistency in messaging is crucial. Appoint a designated spokesperson to handle all media inquiries. This person should be trained to remain calm, factual, and empathetic under pressure.
4. Monitor Conversations: Use tools like Google Alerts, social media listening, and news monitoring to keep an eye on what’s being said about your organization. Responding quickly to misinformation or emerging narratives can help control the flow of the story.
5. Create Allies and Partners: Establish relationships with key partners—whether they be industry groups, other companies, or local influencers—before a crisis happens. In times of trouble, having allies speak on your behalf can provide much-needed credibility.
6. Practice and Update Regularly: A crisis plan is only as good as its last test. Schedule regular crisis drills and update your plan to account for new technologies, platforms, and potential threats.

About Barbara Rozgonyi, CEO of CoryWest Media

Barbara Rozgonyi, a leading expert in crisis communications and a Fractional CMO, has guided organizations through turbulent times for decades. Her ability to help companies quickly pivot and adapt their messaging makes her a trusted voice in the field. Whether you need to build a crisis plan from scratch or refine your existing strategy, Barbara’s expertise can ensure that your organization is ready to respond.

Her work as a consultant and keynote speaker positions her at the forefront of crisis communications, where she shares actionable strategies with leaders across industries. From social media management to real-time crisis response, Barbara is a resource for those looking to safeguard their resources, relationships, and reputations. Book a complimentary PR consultation call.