In a crisis, the first 60 minutes can protect trust—or destroy it. Silence, confusion, or the wrong message can escalate a situation faster than the issue itself. That’s why every leader needs a clear crisis communications strategy to guide the first hour of response.
Stakeholders, customers, and members understand that things don’t always go as planned. What matters most is how an organization reacts in the moment.
Step 1: Acknowledge
The worst mistake in a crisis is staying silent. Silence is a message—and it’s the wrong one. Even without every detail, acknowledgment shows awareness and responsibility. It tells people: we know, we’re present, and we’re responding.
Step 2: Put People First
Before talking about fixes, talk about people. Empathy must come before action. A statement that recognizes those affected establishes credibility and trust, making space for the operational response that follows.
Step 3: Commit Next Steps
Trust requires transparency. Share what you know, what you don’t know, and what comes next. Then keep communicating—sometimes repeatedly—until the crisis is resolved. Consistency demonstrates control and reinforces confidence.
The Takeaway
Crisis response isn’t about overcomplicating strategy. It’s about calm, decisive action that buys the time and trust needed to weather the storm. In communications, speed, empathy, and transparency aren’t optional—they’re survival.
Northbound Strategy equips leaders to communicate with confidence when it matters most. Let’s talk about preparing your organization for the next crisis.
