The First Hours: Verification & Assessment
Acting before verifying the true scope of a crisis can make the situation more complicated. The first priority is clearly assessing the reality and impact of the event.
Deciding Who Speaks
Designating a single, consistent spokesperson during a crisis prevents conflicting messages. Having that spokesperson prepared in advance ensures clear communication even under pressure.
The Structure of the First Statement
The first statement should clearly state what happened, what the company is doing, and when the next update will come. Ambiguity leaves room for speculation.