Most crises don’t begin with headlines.
They begin with silence.
With a decision made too quickly, or not at all.
With a message sent internally that spreads externally.
In today’s landscape, crisis comms isn’t just about knowing what to say when things go wrong.
It’s about seeing the warning signs that others miss.
I’ve outlined three crises I see organisations overlook again and again and what to do about
them.
Take a look through them. Then ask yourself, are we prepared for these?
If you’d like a Crisis Comms Prep Checklist I put together for leadership and comms teams, just message me. I’ll send it your way.
Because in a real crisis, you won’t have time to get ready. You either are or you aren’t.
3 Crises you won’t see coming (but should be ready for)
1. Silent Walkouts
- You notice morale dipping.
- Then key team members start to leave quietly
Tip: Early warning signs often show in silence, not complaints.
2. Algorithmic Discrimination
- An AI tool unintentionally biases hiring decisions
- The story becomes a reputational risk.
Tip: Your crisis plan must now include AI governance.
3. Values & Action Misalignment
- The brand speaks on social impact.
- But its partnerships suggest otherwise.
Tip: Audit your partnerships before someone else does.
Why These Go Unnoticed
They don’t feel like problems — until they become one.
By the time leadership is fully aware, the damage is already in motion.
Preparation starts with full risk awareness and clarity on what to do when issues surface.
Want to pressure test your crisis readiness?
I’ve created a Repuational Risk Tool for internal teams.
Get in touch if you’d like a copy.
Sometimes the best defence is having a plan you hope never to use.
