Watermark's Church Leadership Podcast Crisis Communication for Churches
Oct 15, 2025
Caitlin Van Wagoner, Executive Director of Communications at Watermark, specializes in crisis communication and media relations for churches. She explains how effective communication can build trust during crises and discusses the importance of preparedness. Key topics include distinguishing between smoke and fire situations, crafting clear messages, and the necessity of sincere apologies. Caitlin also emphasizes the roles of crisis teams and the need for transparency, urging leaders to balance speed with thoughtful responses in high-pressure scenarios.
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First-Day Viral Crisis
- Caitlin got a viral crisis 10 days into her job when a Facebook post about Watermark exploded overnight.
- She navigated media calls and a dueling op-ed that ultimately helped build trust with members.
How To Define A Crisis
- A crisis is an unexpected event that threatens an organization's functionality or trust.
- Watch for urgency, uncertainty, potential harm, and heightened scrutiny as the crisis shape.
Brand Versus Reputation
- Distinguish brand (how you present) from reputation (how others perceive).
- Focus actions during crisis to influence perception while trusting God's sovereignty.