Customers don't need commentary that eggs on a crisis. They need clarity.

The risk for organisations communicating on fuel supply chain shocks is treating a potential crisis as if it’s already arrived.

Coverage in the news media has quickly shifted into “crisis” territory, and journalists are looking for stories to reinforce that. But the impact for most businesses is still some way off.

Financial markets are still signalling this is likely to be short-lived. History shows oil price spikes are often followed by sharp corrections, with prices falling back quickly.

There’s a real risk that, when asked to comment, organisations take their cues from the loudest voices — not their customers.

They mirror the tone, speak broadly, and issue vague statements to cover every scenario.

At best, those statements are ignored. At worst, they signal a business isn’t on top of its supply chain or clear on what its customers actually need.

There’s a better way to handle communications in these situations.

1. 𝗕𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝘀𝗲𝗲𝗶𝗻𝗴. Outline the early signals in your supply chain that are likely to lead to price rises. Avoid generalities.

   
   

2. 𝗘𝘅𝗽𝗹𝗮𝗶𝗻 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝗱𝗼𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝗶𝘁. Demonstrate one or two concrete actions you’re taking to prepare. Keep it practical.

   
   

3. 𝗚𝗶𝘃𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻 𝗮𝗰𝘁 𝗼𝗻. Provide at least one action customers can take now to manage their costs.