Speed is Key!

Yes, that’s right. You’ll read this in every piece of material on crisis communication or hear it at practically any event dedicated to the subject. But why is speed so important? Not because it is an end in itself or simply because it’s important to respond quickly in any crisis (whatever it may be). Fast can also mean impulsive or too emotional, which is definitely not the way to go in crisis communication. The reason speed is so important is that there is no objective truth or explanation of what happened. There are only interpretations of it. This is why, shortly after a crisis event (or during it, if it lasts longer), multiple versions and explanations of what actually happened often emerge.

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Welcome, Narration

We’re talking about establishing a narrative of events, which then becomes framed into a dominant explanation. Or, in other words, the event gets framed. It becomes clear that once the dominant explanation of the event is established (once the framing is formed and accepted), it is significantly harder to change that frame than at the very beginning, when everything is still a blank slate. Shifting the narrative later requires more effort, resources, and argumentation, and even then, it’s not guaranteed that you’ll succeed in changing it. Even if you have all the arguments in favor of your story (role, responsibilities, consequences, etc.), a different version of the truth may prevail. Unfortunately, that’s how it is.

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The First Response

That’s why the speed of the first response (most often a written statement, though not necessarily) is so important. Of course, alongside speed, composure and careful thought are essential—there’s no benefit to rashly firing off statements left and right. In this case, speed will work against you, not for you. The first response provides the first (and most often) the most effective opportunity to frame the story and thus win the battle for interpretation. A well-thought-out explanation won’t help if it comes after someone else has already framed the story. You’ll be too late. So, it’s crucial that your first response beats anyone else who might frame the story instead of you.

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General rules certainly apply, but theory is just theory. In practice, there are other factors that can be major disruptors—stress, time pressure, reputation at stake. That’s why you need to practice.

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Great, clear. But how?

By doing simulations, gaining practical experience (preferably in hypothetical but fairly realistic scenarios), and building your mileage. Crisis situations, and thus the need for crisis communication and the adaptation of messaging, can vary greatly. General rules certainly apply, but theory is just theory. In practice, there are other factors that can be major disruptors—stress, time pressure, reputation at stake. That’s why you need to practice.