5 Tips for Addressing a Crisis
1. Never Lose Sight of Your Goals
As things escalate, get yourself prepared to move fast. One of the first steps is to know who you’re
talking to and how to best reach them.
Keep in mind that you’ll be measured on:
• Speed: Even in the best of times, people want results fast. Acknowledge the problem quickly and
deliver updates as you address it.
• Transparency: It’s getting harder and harder to keep secrets. Getting ahead of a crisis means
sharing what you know and being open about your commitment to a solution.
• Relatability: You will also be judged by how easy you make it for people to find and understand
what they want to know. Your media intelligence tool will indicate if your message is sticking
(reach), how people feel about it (sentiment), and if it’s being amplified (engagement).
Southwest Airlines was first to report the story and was commended for getting ahead of the crisis.
Example: Getting ahead of a crisis might just
mean that you’re the first to reveal it. When a
Southwest Airlines flight to LaGuardia Airport in
New York skidded on the runway and landed
nose first, the airline posted news of the accident
on Twitter and Facebook within minutes, promising
updates. Within minutes, they received thank
yous for their openness. If a crisis is going to come
out either way, and you already know about it,
why not get credit for having the integrity to bring
it to the public’s attention?
1. Never Lose Sight of Your Goals
As things escalate, get yourself prepared to move fast. One of the first steps is to know who you’re
talking to and how to best reach them.
Keep in mind that you’ll be measured on:
• Speed: Even in the best of times, people want results fast. Acknowledge the problem quickly and
deliver updates as you address it.
• Transparency: It’s getting harder and harder to keep secrets. Getting ahead of a crisis means
sharing what you know and being open about your commitment to a solution.
• Relatability: You will also be judged by how easy you make it for people to find and understand
what they want to know. Your media intelligence tool will indicate if your message is sticking
(reach), how people feel about it (sentiment), and if it’s being amplified (engagement).
Southwest Airlines was first to report the story and was commended for getting ahead of the crisis.
Example: Getting ahead of a crisis might just
mean that you’re the first to reveal it. When a
Southwest Airlines flight to LaGuardia Airport in
New York skidded on the runway and landed
nose first, the airline posted news of the accident
on Twitter and Facebook within minutes, promising
updates. Within minutes, they received thank
yous for their openness. If a crisis is going to come
out either way, and you already know about it,
why not get credit for having the integrity to bring
it to the public’s attention?