When something serious happens.
WHAT COUNTS AS A CRISIS
An incident causing harm A serious service or product failure A data breach Allegations of misconduct A significant accident Anything attracting sustained attention
WHAT TO ESTABLISH IN ADVANCE
Who leads the response Who speaks How information is gathered How decisions are made Who must be notified
WHY IN ADVANCE
The first hours determine the outcome, and there is no time to organise.
WHAT TO DO FIRST
Establish the facts, as far as possible.
WHY FIRST
Statements contradicted later are worse than a delayed statement.
WHAT TO DO IMMEDIATELY ALONGSIDE
Address the harm.
WHY
Everything else is secondary to people's safety.
WHAT TO SAY EARLY
That you are aware, that you are establishing what happened, and when you will say more.
WHY SAY ANYTHING BEFORE YOU KNOW
Silence is read as concealment.
WHAT TO AVOID
Speculating about cause Blaming anyone Minimising Saying nothing for an extended period
WHAT TO PRIORITISE IN COMMUNICATION
People affected Staff Regulators and authorities, where required Customers Media
WHY PEOPLE AFFECTED FIRST
They should never learn from the news.
WHAT TO PROVIDE
Accurate information, updated as it becomes available.
WHAT TO ACKNOWLEDGE
Harm caused, directly.
WHY
It is what people need to hear and it is frequently avoided on advice.
WHAT TO RECORD
Everything: decisions, timings, communications.
WHAT TO DO AFTERWARDS
Establish the cause, change what allowed it, and say what changed.
