{"id":30,"date":"2026-09-12T13:39:21","date_gmt":"2026-09-12T13:39:21","guid":{"rendered":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/2026\/09\/12\/the-first-ninety-minutes-decide-the-next-nine-days\/"},"modified":"2026-09-12T13:39:21","modified_gmt":"2026-09-12T13:39:21","slug":"the-first-ninety-minutes-decide-the-next-nine-days","status":"publish","type":"post","link":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/2026\/09\/12\/the-first-ninety-minutes-decide-the-next-nine-days\/","title":{"rendered":"The first ninety minutes decide the next nine days"},"content":{"rendered":"<p>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&#8217;s.<\/p>\n<h2>Minutes 0\u201330: establish one owner<\/h2>\n<p>Decide who is in charge of what the company says. Not the whole leadership team \u2014 one person, with one backup.<\/p>\n<h2>Minutes 30\u201360: publish a holding line<\/h2>\n<p>You do not need the facts to acknowledge that something has happened. &#8220;We are aware, we are investigating, we will update by 4pm&#8221; buys you the afternoon.<\/p>\n<h2>Minutes 60\u201390: tell your own people<\/h2>\n<ul>\n<li>Employees should never learn about a crisis from the news<\/li>\n<li>Customers who are affected should hear from you directly<\/li>\n<li>Regulators prefer an early incomplete call to a late complete one<\/li>\n<\/ul>\n<p>None of this requires a crisis plan. All of it is much easier with one.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A practical timeline for the period before your lawyers and your comms team agree on anything.<\/p>\n","protected":false},"author":1,"featured_media":20,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[8,9],"class_list":["post-30","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crisis","tag-crisis","tag-holding-statements"],"_links":{"self":[{"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/posts\/30","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/comments?post=30"}],"version-history":[{"count":0,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/posts\/30\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/media\/20"}],"wp:attachment":[{"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/media?parent=30"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/categories?post=30"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scintillawpthemes.com\/demo\/swp-pr-agency-pro\/wp-json\/wp\/v2\/tags?post=30"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}