Starbucks: Be Fast. Not Hasty.

To calm a crisis, you must react quickly. But haste creates mistakes.

These concepts aren’t contradictory. Rather, they’re a caution: Before you do or say anything, consider the consequences. How might someone misinterpret your actions? How might they hear what you say differently than you intend?

Italians have a musical phrase for it: Allegro non troppo — fast, but not too much.

Starbucks went too fast and fumbled. Stinging from an incident in which an employee called police when two black non-customers refused to leave, Starbucks rolled out a new policy that everyone, including non-customers, was welcome to linger as long as they wanted and use restrooms in its 8,000 U.S. cafes.

Customers were less than happy. Online reaction was swift and negative. Some feared that there’d be no room for paying customers and that the coffee cafes would become homeless shelters and drug havens.

Barely 48 hours later, Starbucks was backpedaling and clarifying. Employees would, after all, be permitted to eject those who were being disruptive, using drugs or alcohol, using restrooms improperly, or sleeping. Employees could also call police.

Subsequently, Starbucks closed all its U.S. stores for half a day for bias training. Some suggested the move was more show than substance. But others said the proof would be in the pudding — or, in this case, the Frappuccino.

The underlying issue is overlooking or underestimating possible blowback.

In this, Starbucks isn’t alone. When companies, non-profits, and individuals are under a microscope, it’s difficult to step back and see the broader perspective. Too often their instinct is to do or say the first thing that comes to mind. Rarely a good idea.

Take a deep breath and resist the urge. You’ll be better off for it.

If necessary, seek advice from outside your inner circle. Fresh eyes do see better. And keen ears can hear nuances you may miss.

How might you be misunderstood? Some ways are apparent. Other less so. Best to be ready for the worst and not need it. If it doesn’t happen, you can be pleasantly surprised and relieved.

The moral: You must act quickly to stay ahead of the story and stay in control. But be sure your footing is solid. A misstep can be damaging, and recovering from it is difficult.

If you don’t already subscribe, please sign up for our blog, Insights on High-Stakes PR.

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.