In today’s world of climate instability, global mobility, and 24/7 media exposure, governments must manage crises with unprecedented speed and sensitivity. Natural disasters, public health emergencies, social unrest, and infrastructure failures create high-stakes situations—especially when they overlap with major planned events that cannot be cancelled, such as international summits, political ceremonies, national festivals, or global tourism gatherings.

This guideline provides a streamlined and actionable framework focused on the most challenging scenario:
managing crisis communication when a planned event must continue during an emergency.

It outlines what governments should do before, during, and after the crisis while integrating AI-enabled tools to strengthen preparedness and real-time communication.

1. Context: When Crisis and Major Events Collide

Governments often host events involving global leaders, major industry groups, international media, and high-level delegations. These events:

• Support diplomacy

• Stimulate the economy

• Strengthen national reputation

• Attract investment and tourism

However, when disaster strikes during such events, cancellation is not always possible due to:

• Diplomatic commitments

• Binding contractual obligations

• Global visibility and reputational stakes

• High cost of postponement

• Security risks linked to last-minute changes

In such scenarios, the government must coordinate two communication streams simultaneously:

1. Crisis management communications for local citizens

2. Event continuity communications for delegates, partners, foreign governments, and media

Managing both without creating confusion, anger, or misinformation is a critical leadership challenge.

2. Core Principles of Crisis Communication

Even when events proceed, governments must adhere to:

• Transparency: Frequent, factual updates

• Empathy: Acknowledge the suffering of affected communities

• Unity of voice: All agencies share aligned messages

• Speed: Communication must compete with social media

• Accountability: Show resource management clearly

These principles guide the messaging architecture throughout the crisis.

3. Managing Crisis Communication When Planned Events Cannot Be Cancelled (Main Section)

This is the central focus of the article: how governments protect citizens, maintain credibility, and fulfill commitments when an unavoidable event coincides with a disaster.

3.1 Prioritizing Human Safety While Maintaining Event Stability

Even if the event must continue, safety must remain the top priority. Governments should issue:

• A dual-purpose statement acknowledging both the disaster and the ongoing event

• Clear explanation that emergency response teams are separate from event operational teams

• Transparent data showing no resources are diverted from public safety

• Breakdown of emergency deployments to reinforce accountability

This avoids the damaging perception that leaders care more about “prestige” events than the suffering of citizens.

3.2 Creating Two Communication Command Centers

To avoid message conflict, governments should establish two synchronized but independent communication units:

A. Crisis Communication Center

Responsible for:

• Emergency alerts

• Evacuation instructions

• Relief center information

• Disaster updates

• Hotline responses

• Coordination with humanitarian partners

B. Event Communication Center

Responsible for:

• Delegate updates

• Venue or schedule changes

• Press coordination for international media

• Security notices unrelated to the disaster

• Protecting national reputation

This dual structure ensures clarity and prevents operational overload.

3.3 Adjusting the Event Without Cancelling It

Governments can maintain the event with responsible modifications, such as:

• Shortening the agenda

• Moving sessions online or hybrid

• Reducing protocol or ceremonial displays

• Cutting entertainment and non-essential programs

• Relocating certain activities to unaffected areas

• Introducing moments of silence or solidarity

Such adjustments show empathy while maintaining global commitments.

3.4 Transparent Messaging to Avoid Public Backlash

Public anger often rises when a crisis overlaps with an ongoing event. Governments must clearly explain:

• Why the event cannot be cancelled (penalties, diplomacy, global security, international obligations)

• How response teams are functioning at full capacity

• What measures ensure the event does not hinder emergency operations

• Where event resources have been reduced or redirected

• How the event provides benefits (economic, diplomatic, humanitarian)

This prevents damaging narratives like
“The government chose foreigners over its own people.”

3.5 Using AI to Manage Dual Narratives

AI significantly strengthens crisis-event communication:

AI Social Monitoring

Detects misinformation, anger spikes, and emerging rumors.

AI Content Automation

Produces multilingual updates for both crisis and event channels.

AI Risk Forecasting

Predicts how the disaster may impact infrastructure, transport, or delegate safety.

AI Chatbots

Handle event inquiries so human staff can focus on emergency operations.

AI GIS Systems

Map affected areas in real-time for both citizens and event organizers.

3.6 International Communication & Diplomatic Messaging

During crisis-event overlap, governments must safeguard international relations by:

• Issuing official diplomatic notices

• Sharing safety and infrastructure updates

• Offering alternative routes, transportation, or accommodation

• Maintaining continuous communication with foreign embassies

• Ensuring global media access to verified information

Strong communication maintains credibility even under stress.

3.7 Ethical Positioning and Public Compassion

Ethics and empathy shape public perception. Governments should:

• Express national solidarity

• Acknowledge losses

• Encourage delegates to support donation drives

• Avoid luxurious or celebratory content

• Ensure crisis news is not overshadowed by event promotion

• Maintain a respectful tone at all times

Even a single insensitive image can damage public trust.

3.8 Example Scenario: Natural Disaster During a National Event

Imagine a government hosting a global sustainability summit when rural areas are affected by flash floods:

The government must:

1. Activate emergency response immediately

2. Provide evacuation guidance and open relief centers

3. Release a dual statement addressing both the crisis and the event

4. Reduce ceremonial elements of the summit

5. Relocate parts of the event or make them hybrid

6. Keep delegates updated while prioritizing citizen safety

7. Mobilize event participants to support relief efforts

8. Avoid images of celebration

This balanced approach protects public trust and diplomatic responsibility simultaneously.

4. Additional Components (Shortened)

4.1 Stakeholder Map

• Local citizens

• Affected communities

• Event delegates

• International partners

• Aid agencies

• Media

Each group receives tailored communication.

4.2 Social Media Command Centre

AI-enabled monitoring helps:

• Correct false news instantly

• Track emotional sentiment

• Identify misinformation trends early

4.3 Post-Crisis Recovery Communication

After the event and crisis:

• Publish a transparency report

• Communicate resource allocation

• Meet affected citizens

• Update protocols for future improvement

5. Conclusion

Managing a crisis is difficult.
Managing a crisis while a major event must continue is one of the hardest responsibilities a government can face.

But with:

• Clear dual-track communication

• Transparent justification

• Compassionate messaging

• AI-assisted tools

• Ethical leadership

Governments can protect citizens, maintain public trust, and honor international commitments. This guideline provides a practical roadmap to navigate such complex scenarios with professionalism, empathy, and clarity.

Hanni Tran-Founder of GapEdu