AIM 2025: When Crisis Calls

When Crisis Calls: You Are Not Alone - Building Resilient Communication for Multifamily Properties

A man in a bathrobe with a shotgun, a viral HOA newsletter rumor, and a New York Times exposé all walk into a multifamily crisis… no, it’s not a joke—it’s Leah Williams’ world. With two decades of crisis communications experience and a front-row seat to some of the industry's most unpredictable scenarios, she delivered a masterclass on preparedness, message control, and leadership under fire.

The presentation began with a striking premise: in multifamily, it’s not a matter of if a crisis will happen—but when. Fires, social media backlash, construction mishaps, hostile zoning meetings, and even rogue residents can turn into brand-damaging headlines in moments. The difference between chaos and control comes down to preparation—and more specifically, the crisis playbook.

Williams emphasized that most property teams either don’t have a crisis plan or haven’t seen it. That’s a problem when time is short, and the stakes are high. She walked through the anatomy of a crisis—from the first alert to the final press response—highlighting the importance of clearly defined internal communication channels, spokesperson training, and up-to-date external messaging.

Key moments from her consulting experience illustrated just how varied and bizarre crisis situations can be. Whether it’s a resident parking lawn chairs on sidewalks to protest noise, or an ill-timed and tone-deaf text message that ends up in a national publication, the lesson is the same: teams need to be empowered, informed, and intentional. There’s no standard script for crisis management, but knowing when to escalate and who should speak publicly is critical.

Williams also broke down common crisis triggers and how to approach them: media inquiries, viral social posts, neighborhood disputes, and public meetings. Each scenario requires its own strategy, but all of them demand calm, clear, and consistent messaging. The goal isn’t spin—it’s credibility. Teams that try to minimize or ignore a situation often make it worse. Those that acknowledge the issue and show genuine responsiveness tend to weather the storm with less damage.

One of the most insightful segments focused on reporter types and interview techniques. From the “interrupter” who throws off a spokesperson’s rhythm, to the “joker” who lulls teams into a false sense of safety before a gotcha question, Williams explained how to prepare for and respond to different tactics. Her rule: reporters are not your friends during a crisis. Knowing how to bridge, redirect, or hold the line is crucial. And when in doubt, it’s okay to say nothing beyond the approved statement.

Another major theme was the power—and danger—of text messages. Williams shared a case where a property manager’s casual text exchange about labor availability became the focal point of an investigative article. Her takeaway? Every communication is potentially public. Crisis communications require not just formal statements, but thoughtful awareness of how casual dialogue can be weaponized in today’s media landscape.

Beyond reactive measures, Williams advocated for proactive media training. She encouraged multifamily leaders to think of their next crisis not as a possibility, but as a certainty—and to plan accordingly. That includes identifying spokespersons, developing templated statements, understanding legal sensitivities, and building relationships with local press before problems arise. She also underlined the importance of making communications inclusive, accessible, and clear—not just internally, but also for residents and community stakeholders.

Williams’s tone was realistic but empowering. Her message wasn’t fear-based. Instead, she offered a call to operational maturity—urging companies to treat crisis communications as a core discipline, not an afterthought. With properties often under public scrutiny and resident expectations at an all-time high, managing reputation in high-stress situations can be the difference between a short-term blip and long-term brand erosion.

From zoning fights to social media meltdowns, Williams made it clear that multifamily leaders can’t afford to “wing it.” The ones who plan, rehearse, and lead with transparency will not only survive their next crisis—they’ll emerge stronger. And in an industry that lives and dies by trust, that resilience is one of the most valuable assets of all.