Every crisis we have handled had the same shape: a quiet first hour in which the company could still choose its own words, followed by nine days of answering somebody else’s.
Minutes 0–30: establish one owner
Decide who is in charge of what the company says. Not the whole leadership team — one person, with one backup.
Minutes 30–60: publish a holding line
You do not need the facts to acknowledge that something has happened. “We are aware, we are investigating, we will update by 4pm” buys you the afternoon.
Minutes 60–90: tell your own people
- Employees should never learn about a crisis from the news
- Customers who are affected should hear from you directly
- Regulators prefer an early incomplete call to a late complete one
None of this requires a crisis plan. All of it is much easier with one.
