Crisis Triage: The First 3 Moves

If your business has just weathered a crisis, what you do next - especially on the communications front - can make all the difference. Assuming the immediate event has passed, here are the first three things communications leaders should do right away.

Talk to your employees. Fast.
The rumor mill doesn’t take PTO. If you don’t fill the communication void, speculation will. Mishandling the internal response can lead to distrust, disengagement, and attrition. Bring employees in early, arm senior leaders with clear talking points, and make sure everyone knows what to do if a reporter comes calling.

Have a holding statement - but don’t stiff-arm the media.
Be transparent about what you know and what you’re working to understand. You don’t need to do an interview immediately, but leaving the press in the dark rarely ends well. A thoughtful, well-timed interview later can go a long way toward rebuilding credibility and trust.

Put communications under the tent from the start.
Your communications lead or team should be in the room as situations unfold - not brought in after the fact. They need a seat and a voice at the decision-making table to offer counterpoints, play devil’s advocate, and help shape strategic decisions. As a crisis evolves, real-time updates are essential to guide messaging and make smart, disciplined calls.

Every crisis plays out differently, and at some point the approach shifts from reactive to proactive. But first, the priority is control - of facts, narrative, and trust.