It's Happening Now
Finding your right move. Fast.
Step 1: Assess the Crisis
How serious is this?
Step 2: Should you jump in?
NOISE Path
- Check the reach. Is this actually getting traction, or does it just feel loud?
- Check the audience. Is there anyone watching who could genuinely be moved by your response?
- Let it go. If the answer to both questions is no, don't touch it. Silence here isn't avoidance — it's strategy.
Step 2: Your First Move
Genuine Crisis Path
- Acknowledge fast. Show you care.
- Promise an update. Don’t speculate.
- Don’t say “no comment.” Ever.
Step 3: Who Speaks?
Genuine Crisis Respondent
In a genuine crisis response should be made by a senior representative for all parties involved, via social media.
Step 2: Your First Move
FLARE-UP Path
- Sort before you respond. Separate what's fair from what's false and don't treat it all as an attack.
- Address the fair criticism directly. Acknowledge it, own your share, point to what's changing.
- Correct the false stuff calmly, with specifics. Ask where the information came from. Then stop — don't let one valid criticism pull you into defending everything.
Step 3: Who Speaks?
Flare-Up Respondent
Someone with credibility on the specific issue being raised, it can be anyone in your organization. Match the voice to what’s being challenged and direct them towards an expert response or peer-reviewed study.
