Report: The Crisis in Crisis Communications

Dear reader,

In this week’s edition of Wag The Dog, I’m sharing new findings on a silent crisis unfolding in our own profession: the global shortage of trained crisis and emergency communicators.

As disasters become more frequent and complex, the world is not only running out of vaccines or emergency shelters, but it’s also running out of the people who know how to communicate in a crisis.

This research piece offers a preview of the full briefing report, available to premium subscribers, and why it matters more than ever to the future of communications.

Kind regards, Philippe

PS: Also check out the webinar announcement below and register if you’re interested in the topic of rage farming.

Table of Contents

• Free Webinar Announcement

• Main Article: A Shortage in the Shadows

• A Growing Global Deficit

• The Most Affected Sectors

• Why the Shortfall?

• Compound Crises Require New Capabilities

• What It Means for Our Profession

• Access the Full Report

• Let’s meet!

Free Webinar Announcement

Main Article: A Shortage in the Shadows

When the next pandemic, climate disaster, or cyberattack strikes, a critical shortage may not be in vaccines, shelters, or servers, but in the people needed to communicate clearly and credibly.

I’ve just wrapped up this research project, and the findings are both concerning and pressing. Many of you have heard me say this before: crisis and emergency communication is critical “infrastructure”.

When disaster strikes, how and how well we communicate determines whether communities stay informed or spiral into chaos.

A Growing Global Deficit

My report highlights a global shortage of professionals trained in crisis, risk, and emergency communication. And it’s not just a gap; it’s a real canyon to cross.¹  

On average, countries are meeting only about half of their current needs.

Whether it’s a pandemic, a natural hazard, or a cyberattack, we lack the people with the skills to manage communication effectively when it matters most.

The Most Affected Sectors

The hardest-hit sectors? Public health, climate resilience, and cybersecurity. These are areas where clear, consistent messaging is a necessity.

The UN expects some 560 disasters a year by 2030.² Yet the teams expected to guide public response are under-resourced and overstretched.

Why the Shortfall?

So why the shortage? It comes down to a mix of familiar problems: communication roles are often the first to be cut when budgets tighten.

There are few academic programmes dedicated to the field. Certification is inconsistent. And burnout, worsened by the pressures of the pandemic, continues to drive experienced communicators away.

Add to that the harassment many faced during COVID-19, and it’s no surprise retention is a problem.

Compound Crises Require New Capabilities

One of the clearest takeaways from my desk research is that we’re entering an era of compound crises.

No longer are we dealing with one emergency at a time. Increasingly, we face overlapping events: floods during disease outbreaks, cyberattacks disrupting critical infrastructure during extreme weather, and so on.

These scenarios demand communicators who can work across disciplines and sectors, under pressure, and with public trust on the line.³

What It Means for Our Profession

For those of us in the business of communication, this is a professional crossroads. There’s growing demand for specialists who can bridge gaps between technical knowledge and public understanding.

Our role has expanded far beyond the traditional boundaries of managing reputations. We are now actively engaged in fostering and shaping societies that are resilient and adaptable to change.

Access the Full Report

If you’re a Wag The Dog premium subscriber, you can access the full RiskComms briefing below. It includes sector-specific analysis, training gaps, and practical recommendations. It’s essential reading if you’re thinking seriously about where our field is heading.

References and further reading.

1  Dick, L., Moodie, J., & Greiner, A. L. (2022). Are we ready? Operationalising risk communication and community engagement programming for public health emergencies. BMJ Global Health, 7(3), e008486. https://doi.org/10.1136/bmjgh-2022-008486

2  GAR2022: Our World at Risk (GAR). (2022, April 26). Undrr.org. https://www.undrr.org/gar/gar2022-our-world-risk-gar

3  OECD Report on Public Communication. (2025). OECD. https://www.oecd.org/en/publications/oecd-report-on-public-communication_22f8031c-en.html

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