Crisis Communications: First 24 Hours

Team discussing a communications and response plan

1. Establish a fact base

Separate confirmed facts, credible but unconfirmed information, rumors, assumptions, and information that cannot yet be disclosed.

2. Define decision ownership

Identify who leads the issue, who approves messages, who serves as spokesperson, and who coordinates legal or specialist review.

3. Map stakeholders

List employees, customers, affected individuals, partners, media, regulators, investors, vendors, community groups, and other audiences that may require different timing or information.

4. Prepare a holding position

If communication is necessary before the full picture is known, keep the message factual, limited, and consistent with what the organization can support.

5. Coordinate channels

Decide which channels are appropriate, who owns each, what gets updated first, and how inconsistent or unauthorized communication will be avoided.

6. Monitor and update

Track new facts, stakeholder questions, media coverage, online discussion, operational changes, and legal developments that may require an updated response.

7. Document decisions

Keep a clear internal record of facts received, decisions made, approvals, messages issued, timing, and responsible parties.

8. Plan beyond the first response

Once the immediate issue stabilizes, determine what operational actions, stakeholder follow-up, reputation repair, or brand changes may be required.

General information only.

This guide is not legal, financial, regulatory, crisis-response, emergency, or other specialized professional advice. Specific decisions may require qualified specialist review.