Behind the Scenes: The First Hours of a Crisis

You receive a call. Something’s gone horribly wrong, and everyone is demanding answers. Tiny beads of sweat form on your face. You feel a rush of heat all over your body. Time stands still.

What do you need to do?

Ideally, you’ve established a crisis team in advance, so the initial minutes are smoother. (Regrettably, clients too often haven’t thought even this far ahead, so the situation is more chaotic.)

For those who do have a team, it should include:

CEO, COO, CFO. They’re the ones ultimately responsible for running the ship.
In-house or outside legal counsel. Attorneys are critical. Their role is to ensure that whatever you say or do is protected and that you don’t make the situation worse.
In-house communications director and outside crisis communications consultant. They work hand-in-hand. If your in-house communications person feels uneasy, the outside consultant will take the lead and strengthen the team.
Human resources. This is especially true when the situation involves a personnel issue.
Head of IT or outside IT security consultant. If it’s a cybersecurity issue, your head of IT (as talented as they are) may not be as familiar with such matters.
Insurance agent. Your insurance may cover crisis expenses. Your agent can ensure you don’t do something that voids your coverage. This can save money and headaches.

You need to gather, vet, and synthesize information. Separate facts from rumors and speculation. This is an ongoing process.

Your analysis will guide you in grappling with key questions:

What happened?
What didn’t happen (but should’ve)?
Who knew what and when?
What’s being said publicly? What are the perceptions?
What’s likely to happen next?
What is your goal? (Not how to achieve it — that comes later.)
What are the options?
What are the likely implications of each option?

This provides the foundation. Only then can you create your initial strategy.

As new information floods in, that strategy may need to be adjusted. You must be ready to pivot. But if you did your initial analysis correctly, you won’t need to reverse course or backpedal. Whatever the situation, it’s never okay to lie.

Now that you know what the facts are and what you want to achieve, you can figure out how to get there.

Who’s your audience?
What’s your message?
What’s the best way to deliver it?
Who should deliver it?

Your plan must be simple and clear. Everyone needs to understand their responsibilities. You can’t anticipate everything, but your team must be ready to act whatever it is and whenever it occurs. No time for duplicating efforts, for dropping the ball, or for glaring holes in coverage.

Most of all, you must be calm. Clients, the public, and the media can sense nervousness. That creates a perception of uncertainty and weakness, and that undermines trust.

Always remember: The first things you say and do set the tone for everything that follows, especially in a crisis.

You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.

Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.

Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.