You don’t get to choose when a crisis hits. But you do get to choose how prepared you are.

You don’t get to choose when a crisis hits. But you do get to choose how prepared you are.

In the world of business, reputation is built slowly – but it can be destroyed in a single news cycle. When a crisis strikes, the clock doesn’t start when you’re ready. It starts immediately. And if you’re caught scrambling, the damage isn’t just external – it fractures trust inside your organisation, too.

One of the most common (and costly) mistakes businesses make?

Waiting until they’re knee-deep in trouble to figure out what to say. By then, it’s already too late. The media’s filling in the blanks. Your customers are speculating. Your staff are confused. And your stakeholders are wondering why you're silent.

Here’s the truth:


Silence is risky. Rambling is worse. If your first message isn’t clear, confident, and timely – you’re not controlling the narrative. You’re giving it away.

People don’t expect perfection during a crisis. But they do expect leadership. They want to hear from you – early, often, and honestly. That kind of presence doesn’t happen by accident. It’s planned. It’s practiced. It’s prepared.

So what does good crisis preparation actually look like? Here’s your non-negotiable checklist:

Crisis Comms Playbook:
Pre-drafted messages and holding statements for likely scenarios (data breaches, leadership misconduct, supply chain disruption, etc.) – so you're not writing under pressure.

Message House:
A core message framework that ensures everyone speaks the same language. Aligned with your brand voice and values, it’s the difference between cohesion and confusion.

Trained Spokespeople:
Not just your CEO. Anyone who may face customers, media or stakeholders needs to be equipped with the skills to communicate calmly, clearly, and consistently.

Escalation Protocols:
Who gets alerted first? Who approves messaging? Who speaks publicly? A mapped-out chain of command eliminates delays and guesswork.

Internal Alignment:
Your team should hear from you, not the media. A well-prepared internal comms plan keeps morale high and rumours low.

Bottom line: You don’t rise to the occasion. You fall back on what you’ve trained for.

Train better. Prepare smarter. Rehearse your plan like it’s going to be used – because at some point, it will be.

Final Thought: If your comms plan is collecting dust – or doesn’t exist – it’s not a plan. It’s a liability. And in a crisis, liabilities multiply fast.

Build your resilience now, not later. Your reputation depends on it. Get in touch today.