No business plans for a crisis. A product fault, a data breach, a social media pile-on, an accident, a staff problem or an unflattering story in the press can all arrive without warning. What you do in the first 24 hours often shapes how the story is remembered long after the facts have faded.
1. Pause, then establish the facts
Resist the urge to say something immediately, or to say nothing at all. Find out what has actually happened, what is known and what is not. It is far better to say “we are investigating and will update you by this afternoon” than to guess and have to retract it.
2. Get the right people in the room
Agree who is in charge, who can speak for the business and who needs to be kept informed. Make sure everyone else knows to pass enquiries on rather than improvise. Your own staff should hear what is going on from you, not from the news or social media.
3. Think about who needs to hear from you
Customers, employees, suppliers, regulators, insurers and journalists will all have different questions. Decide who comes first, and make sure that what you tell one group is consistent with what you tell the others.
4. Be honest, clear and human
Explain what happened in plain language, say what you are doing about it and, where it is appropriate, say sorry. Avoid jargon, defensiveness and blame. If the news is bad, explaining it clearly and accurately is the best protection for your reputation.
5. Prepare a short holding statement
A few sentences covering what you know, what you are doing and when you will say more will buy you time and give everyone a consistent line. Keep it factual, and do not speculate.
6. Watch and respond on social media
Monitor what is being said about you, and reply calmly and promptly where it helps. Do not delete critical comments or argue in public. If you have scheduled posts promoting your business, pause them so that you do not appear tone-deaf.
7. Keep a record
Note what happened, when, and what decisions were made and why. It will help you review the situation afterwards, and may matter if there are legal or insurance implications.
What to avoid
- Saying “no comment”. It sounds like you have something to hide.
- Guessing, or promising things you cannot deliver.
- Going quiet for days once the first statement is out.
- Sharing information or opinions you have not checked.
The best time to prepare is before you need to
A few hours spent now thinking through likely risks, agreeing who speaks for the business and drafting some outline statements can make a real difference when it matters. We help businesses of all sizes prepare for reputational risk and manage issues when they arise, including explaining bad news clearly and accurately. If you would like to talk it through, contact us for a no-obligation discussion.
