Commentary From Crisis Management Expert Edward Segal, Bestselling Author of the Award-Winning Book "Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies" (Nicholas Brealey)

Words matter in a crisis. And so do the timing, tone, pace and purpose of the person who delivers them. Missteps can have damaging consequences by prolonging a crisis or making matters worse.

In the aftermath of the death of Queen Elizabeth II, there were concerns and speculation about the future and role of the British monarchy, how the new King Charles III would conduct himself, and what his priorities will be.

'Hitting All The Right Buttons'

The king's recorded television speech --his first public remarks since the passing of his mother, Queen Elizabeth II—appeared to hit all the right buttons for all the right reasons.

At the start of the speech, the king said, "Queen Elizabeth's was a life well lived; a promise with destiny kept, and she is mourned most deeply in her passing. That promise of lifelong service I renew to you all today."

He then went on to say that "As the queen herself did with such unswerving devotion, I too now solemnly pledge myself, throughout the remaining time God grants me, to uphold the Constitutional principles at the heart of our nation. And wherever you may live in the United Kingdom, or in the Realms and territories across the world, and whatever may be your background or beliefs, I shall endeavor to serve you with loyalty, respect and love, as I have throughout my life."

What the king said and how he said it provides essential lessons for corporate leaders about communicating during a crisis.

Thoughtful Choices

"Executives can use King Charles III's thoughtful language choices, and his paced and confident delivery as a guide for crafting their own crisis communications statements," public relations consultant Katie Waldron said via email.

"Today's leaders can apply his transparency to their messaging [just] as he did regarding title changes within the monarchy and how his charities will function as he takes on his new role as king.

"Showing respect for Queen Elizabeth's lifelong work while reassuring the public that he'll carry out his duties as king in a similar manner are also key examples of ways leaders can honor predecessors and give stakeholders insight into future leadership plans," Waldron pointed out.

"His speech is a sterling example for executives to replicate because people need to feel stability and continuity during times of transition," she advised.

'True To The Brand'

''King Charles III was true to the brand of [the] monarchy as defined by his mother, Queen Elizabeth II,'' branding expert Shannon Peel observed via email.

"By telling the story of the Queen's promise to her subjects and continuing the promise by dedicating his reign to the service of the people in the UK and Commonwealth, he ensured we feel there will be no change with his taking over," she noted.

''By staying on brand, keeping the tone similar to that of the Queen, and communicating the paired-down monarchy, he affirmed his role and what we can expect from King Charles III—a paired-down down executive, a business as usual approach, and affirmed his role to serve the people of the UK and Commonwealth,'' Peel commented.

Achieving Important Objectives

"As a crisis communications professional, I feel that he showed an appropriate sense of authority, calm, warmth and empathy for his constituents in the UK and around the world who are mourning the loss of his mother," Amy Levy, president of Amy Levy Public Relations, observed in a statement.

"In a crisis or massive change in a company or government, the public wants to be reassured by those in a position of power. He was eloquent and appropriate as he spoke kindly of his wife and children. 

"King Charles III acknowledged that the responsibilities of his new title would likely cause him to step back from some of his charitable efforts and concentrate on areas where he is most needed," Levy remarked.

Sending The Right Messages

"King Charles checked off all the boxes in an effective crisis communication public address," Kirk Hazlett, an adjunct professor of communication at the University of Tampa, said via email.

"First and foremost, he immediately went out into the public to see and be seen. He made it clear that he is not going to be an aloof monarch. Finally, not only did he pay a beautiful tribute to his Mother; he also made it clear that his own children remain an important part of his life."

"In all crisis situations, those affected want to know [what's next], and King Charles made it clear that he is 100% committed to continuing his Mother's legacy. He also made sure that the countless individuals and organizations receiving some sort of support from one of his many charitable endeavors will continue to do so…he's not simply dropping the ball and moving on," Hazlett noted.

'Tightly Produced'

"It was a tightly produced public address," Jess Ponce III, a body language expert and communication coach, said in a statement.

The king "was framed in a close-up shot…the deliberate focus was on his facial expressions and words. He showed up remarkably—strong yet approachable. He had a softness in his eyes and a kindhearted tone. His cadence was warm, sincere, and appropriate. He was regal and reassuring," Ponce commented.

Showing The Human Side

King Charles III needed "to show that he was a leader and [was] also a human behind the leadership." That because "while he was the son of a mother who just passed away, he was her legacy. He showed that he had warmth and compassion yet [has] his own leadership style," Ponce observed.

"Ultimately, his message was about unity, inclusivity and legacy," he concluded.