Treasurer Jim Chalmers has delivered a crisis communications masterclass over the last few days, and it’s worth unpacking why it’s so effective. 
 
The Issue: Next week’s Federal Budget comes loaded with challenges: significant spending increases are flowing into public service expansion, Australia’s budget surplus has evaporated, and productivity figures are lagging. Meanwhile, everyday Australians feel the pinch as the cost-of-living crisis deepens, unsettling even the most resilient households. 
 
Chalmers’ Crisis Comms Goals (in an election cycle): 

• Get ahead of the narrative 
  
• Clearly manage and own the messaging 
  
• Minimise opportunities for opposition critique 
  
• Frame the situation as a shared challenge rather than pinning the blame 
  

 
Outcome:  

• Got ahead of the story with an early pre-budget release 
  
• Controlled the message clearly and consistently using existing relationships with the media 
  
• Limited opposition attack lines through media saturation and clear messages 
  
• Positioned the budget issues as systemic rather than personal failings because, you know, Trumponomics (I woke up this morning wondering if the tariff’s are going forward or backwards). 
  

 
Every crisis demands clear and confident communication. In managing a crisis effectively, key steps include: 
1.     Immediate clarity on the facts – What exactly is happening? 
2.     Rapid stakeholder engagement – Who needs to hear from you first? 
3.     Strategic message framing – How will you control (or manage) the narrative? 
4.     Transparent, consistent updates – How will trust be maintained? 
5.     Proactive future positioning – How do you emerge stronger?