Crisis Communications: What to Do in the First 24 Hours

The first day of a crisis sets the tone for everything that follows. Here is what Nevada businesses should do, and avoid, right away.

When a crisis hits, whether it is a public complaint, a legal issue, or a bad news cycle, the instinct is often to say nothing until you have every fact. That instinct usually makes things worse.

Acknowledge quickly, even before you have every answer

Silence in the first hours of a crisis reads as guilt or indifference, even when it is not. A short, honest acknowledgment that you are aware of the situation and are looking into it buys time to gather facts without losing control of the narrative.

Get one spokesperson, one message

Mixed messages from different employees or executives create confusion and additional stories. Designate a single spokesperson and a single, consistent message before anyone else speaks publicly.

Do not wait for a plan you do not have

Businesses without a crisis communications plan in place often lose the first critical hours building one from scratch. Having a plan, and a PR partner who can execute it immediately, is what separates a contained situation from a spiraling one.