Any changes that involve new restrictions, rate hikes, or additional obligations trigger natural resistance from the public. However, in crisis communications, it is not only the substance of the decision itself that matters, but also precisely how it is announced.
Our PR manager Yuliia Osym has compiled 6 practical rules to help government authorities and political teams maintain public trust when implementing complex and unpopular decisions.
1. Clearly state what has already been decided
People are annoyed not just by the change itself, but also by a lack of clarity regarding its status: is it a finalized decision or merely an idea?
Phrases like “discussing the tariff,” “planning to introduce,” and “tariff approved” represent three fundamentally different updates. If you do not explain the difference immediately, the proposal will be perceived as a done deal, and subsequent clarifications will look like backtracking or a contradiction.
Tip: Always place words like “propose,” “plan,” or “adopted” right alongside specific numbers and dates. This won’t make the news more pleasant, but it will give people a clear understanding of what to expect.
2. Provide a clear answer to “Why now?”
Vague phrases about “economic necessity,” “demands of the times,” or a “complex situation” no longer work. They are perceived as mere excuses.
State the real reason behind the decision, list the alternative options that were considered, and explain why this specific option was chosen. If prices are going up, or a new restriction or duty is being introduced, say so directly.
For government entities, this is an opportunity to explain the logic of the process; for a political team, it demonstrates accountability for the choice made. The public may disagree with the decision, but they must understand what prompted it.
3. Explain the next steps and action plan
After reading your announcement, a person should not be left with dozens of unanswered questions and confusion.
An effective explanation must answer the following questions:
- Does this decision apply to me personally?
- On what date do the changes take effect?
- What specific action do I need to take?
- Where can I verify official information?
- Whom should I contact if a service or system isn’t working?
A practical test from our team: Someone who has never heard about this project before should be able to explain the action plan to others in 30 seconds.
4. Align who says what
An axiom of crisis communications: a political speaker and an official government authority have different roles.
- A political speaker explains choices, values, and overall strategy.
- A government authority provides technical rules, dates, exceptions, and step-by-step instructions.
However, the status of the decision, exact figures, and deadlines must be 100% aligned.
Before a publication or speech, summarize all data on a single page:
- Three key talking points.
- Exact numbers, dates, and precise wording.
- Five of the most uncomfortable questions with short, direct answers.
- A list of items that are still pending/under determination.
- Role distribution: who speaks about what publicly.
5. Pair political positioning with practical action plans
When announcing unpopular steps, you cannot rely solely on political slogans or appeals to fairness.
When a decision affects public services, payments, or documentation, a clear step-by-step guide must always accompany the leader’s statement. Above all, people are looking for answers on what will happen to their rights and documentation starting tomorrow.
6. Keep explaining after the initial announcement
Communication does not end the moment a press release is published. The first 24–48 hours after the announcement will clearly show what the public understood and where knowledge gaps remain.
- Gather questions from comments, public inquiries, media requests, and frontline staff (call centers, service centers).
- Update the main guidelines, clearly mark new changes, and redistribute them through the same channels where the original announcement was made.
The Golden Rule of Communication: If the exact same question is asked for the third time, the problem is not with the audience — the problem is with the explanation. It needs to be rewritten immediately.
Conclusion
Unpopular decisions will always trigger a response, but skilled communication support can lower tension and prevent disinformation. The key is to maintain transparency, provide clear instructions, and remain open to continuous dialogue with your audience.
