Use Of Signal App By Trump Officials Provides Crisis Communication Lessons

The unfolding story of how and why national security and other officials of the Trump administration used the Signal encrypted app to discuss a planned attack on terrorists in Yemen—and the fact that a journalist was accidentally invited to sit in on the discussion—is providing lessons in crisis communications for business leaders.

Raising Questions

Secure communication “does not equal strategic communication. While encrypted messaging apps provide confidentiality, they also raise questions and concerns about transparency, accountability, and proper information governance—especially in classified situations,”Janie Mackenzie, vice president of public relations for Ascendent Group, a branding agency, pointed out via email.

Balance Security With Accountability

“Using encrypted apps like Signal is a reminder that organizations need pre-established crisis communication strategies that balance security with accountability,” Tenyse Williams, a digitize marketing adjunct instructor at Columbia University, George Washington University, and the University of Central Florida,advised in an email interview.

Set Boundaries

“Leaders must ensure their teams are aligned on what can and cannot be discussed on private messaging platforms [in order] to avoid legal and reputational risks. Additionally, ensuring that those colleagues and employers who are supposed to be in that line of communication are pre-screened for sensitive information,” she counseled.

Secrecy Signals Avoidance

“What may feel like controlled crisis management can quickly veer into concealment. In business, secrecy doesn’t signal strategy—it signals avoidance. There’s a difference between discretion and deception, and once that line is crossed, trust becomes difficult to recover,” Lakesha Cole, publicist and founder of She Spark Media, a PR agency specializing in media strategy and crisis navigation, observed via email.

The ways in which companies communicate during a crisis can raise questions.

“Shifting critical decisions into encrypted backchannels sends a message that transparency is negotiable and accountability is optional. In this climate where stakeholders expect clarity and the media demands answers, hiding behind private messages doesn’t just raise eyebrows—it erodes credibility. If your crisis response only works in the dark, it’s not a strategy—it’s a liability. Real leadership prepares for the spotlight—it doesn’t run from it,” she observed.

“The takeaway for business leaders is this: how you communicate in a crisis matters. Using tools designed to erase conversations can backfire, undermining trust and making a difficult situation even more challenging,” Micaela Schuffman, founder and CEO of Symbiotic Public Relations, pointed out via email.

Test Communication Plans

“A crisis communication plan is only as good as its execution. If teams don’t review, test, and practice it regularly, it’s just a document collecting dust. Run-throughs and scenario planning should be routine to ensure everyone knows the drill,” Lauren Stralo, director of public relations at LevLane Advertising, commented via email.

‘Training Prevents Panic’

“Training prevents panic. When pressure is high, people tend to fall back on what they know. If executives aren’t trained in crisis protocols, they’ll default to whatever feels easiest, which isn’t always the right call. Regular crisis simulations can help leadership stay calm, focused, and on track. And hopefully mitigate any damage,” Stralo noted.

Nothing Is Off The Record

“Even when using encrypted communication, nothing is truly off the record. Business leaders should assume that any internal discussions could become public and ensure all crisis response conversations reflect ethical decision-making, Williams of Columbia University and George Washington University counseled.

Be Proactive

“If a sensitive discussion is exposed, how a company responds in the first 24 hours will shape public perception. Organizations must be prepared with a rapid-response crisis team that can swiftly control the narrative, clarify facts, and mitigate reputational damage,” according to Williams.

“Social media and news cycles move fast. The company must track sentiment, correct misinformation, and engage strategically, without over-explaining or fueling controversy,” she pointed out.

Prevent Future Mishaps

“The company should emphasize the steps being taken to strengthen internal communication policies, ensure compliance, and prevent future missteps. This demonstrates accountability and commitment to ethical leadership, which is critical to mitigating long-term reputational damage,” Williams recommended.

Establish Protocols

“It’s crucial for organizations to establish clear protocols for communication, especially during crises. This includes defining who should be communicating, through which channels, and what the legal or regulatory implications might be. This ensures compliance with legal standards and can protect the organization from potential legal fallout,” she concluded.

How companies and organizations communicate internally and externally about a crisis is just as important as what they say and do about the crisis. Otherwise, their communication methods could extend or worsen a crisis—or create a new one.