In 80% of crises I handle, the damage isn’t caused by the event itself
It is caused by what is said or not said in the first 24 hours.
I have seen small incidents spiral into national headlines because leaders guessed their way through the response.
I have also seen major crises vanish from public conversation in days because the messaging was prepared in advance.
Crisis communication is not spin.
- It is readiness.
- It is knowing what to say before you have to say it.
If you want that level of readiness for your organisation, we should talk now, not when the crisis has already arrived.