Introduction

When a crisis hits, the clock starts ticking. In today’s world of 24/7 news and instant social media, the first hour can determine whether your company regains trust—or loses it permanently. Leaders who know what to do in that critical window protect both brand and business.

The Checklist

1. Activate Your Crisis Team
   Have a designated crisis communications team on standby. The first call should be to align leadership, PR, and legal.
2. Gather Facts Quickly
   Confirm what you know, what you don’t, and who is involved. Never speculate—stick to facts.
3. Craft a Holding Statement
   A brief acknowledgment (“We’re aware of the situation and investigating”) buys time while showing awareness.
4. Designate a Spokesperson
   Avoid multiple voices. Assign one clear, credible spokesperson to prevent confusion.
5. Monitor Social Media
   Track conversations in real time. Correct misinformation quickly before it spreads.
6. Communicate Internally First
   Employees should never learn about a crisis from the news. Align messaging internally.

Conclusion

The first hour of a crisis is about control—of narrative, facts, and perception. With preparation and discipline, leaders can set the tone for recovery.

Pull Quote: “In crisis communications, silence isn’t golden—it’s damaging.”

Call to Action

If your company needs a crisis playbook—or if you’re covering how brands should respond in real time—I can help.

👉 Contact me at stephanie@bggenterprises.com for consultation or media commentary.