A joint perspective from Crowdguard and Audiebant
When we talk about event safety, physical measures often dominate the conversation: stewarding, access control, hostile vehicle mitigation and perimeter design. All are essential. But again and again, real-world incidents show that communication is the critical link that determines how people respond in moments of extreme pressure.
When something goes wrong, confusion spreads faster than facts. The difference between panic and purposeful action often comes down to what people hear, how quickly they hear it, and whether they trust it.
Learning from real events
Public inquiries and post-incident reviews following terrorist attacks at live events in the UK and across the globe have consistently highlighted communication challenges. In several cases, audiences and staff were unsure what was happening, where the threat was, or what they should do next.
This uncertainty is not a criticism of individuals on the ground. These are complex, fast-moving situations. But they reinforce a crucial lesson:
People don’t need perfect information in a crisis – they need clear, authoritative, reassuring direction. Where communication was delayed, unclear, or inconsistent, crowd movement became harder to manage, and risk increased. Where messaging was confident, simple and repeated, people were better able to protect themselves and others.
Communication is a protective measure
Communication should be viewed as a core component of proportionate risk mitigation, not an afterthought. It sits alongside physical measures and trained people and needs to be integrated, rehearsed and appropriate to the event profile.
This means planning for:
- How messages will be issued
- Who has authority to issue them
- How systems can adapt when the situation changes
- How messaging supports police and emergency responders
What good crisis communication looks like
Based on industry learning, guidance, and operational experience, several principles consistently stand out.
When To Communicate
- Make an announcement as soon as an attack or serious incident is detected.
- Immediately repeat key information – people may not hear it first time.
- Provide frequent updates, ideally every 60 seconds, even if information is limited.
- Override automated messages when necessary – generic announcements can cause confusion.
- Continue making announcements until told otherwise by police or emergency services.
- Silence creates space for rumours. Controlled repetition builds confidence.
How To Communicate
Messages should be:
- Specific about location – name clear, recognisable places.
- Clear about the nature of the threat, without speculation.
- Explicit that police have been called (and continue to state this, even after arrival).
- Instructional:
- Evacuate if you can
- Hide if you cannot
- Focused on avoidance – tell people where not to go, rather than directing movement into potentially unsafe areas.
- Consistent in tone and language across updates.
- Clear on lockdown status, with regular confirmation if it remains in place.
What To Say
Effective crisis messaging is:
- Concise and authoritative – no waffle or unnecessary detail.
- In plain English, so as to be easily understood under stress.
- Location-specific – use landmarks people instantly recognise.
- Calm, confident and reassuring – tone matters as much as content.
People take cues from the voice they hear. Confidence reduces panic.
Where intelligent audio fits
While people, planning and training remain central, technology can play a vital supporting role. Intelligent audio systems can help ensure messages are heard clearly, prioritised correctly, and adapted as situations evolve, particularly in complex or outdoor environments.
Solutions such as Audiebant’s intelligent audio platforms are designed to support this layered approach, helping organisers bridge communication gaps without adding unnecessary complexity or intrusion.
A shared responsibility
Event safety is never about a single system or product, it’s about integrated products and processes. Communication planning must involve event organisers, safety advisors, security teams and suppliers working together – tested, rehearsed and proportionate to risk.
That collaboration is exactly why Crowdguard and Audiebant are coming together for an open, practical discussion on this topic.
Join us on March 2nd at 10am for a webinar on the topic, ‘Event Safety: How Intelligent Audio Closes Communication Gaps’.
- Iain Moran, Crowdguard
- Gary Dean, Audiebant
- Dr G Keith Still, Crowd Risk Analysis
