The First 24 Hours of a Crisis: Why Your Questions Are More Important Than Answers

When a crisis hits, the pressure to respond quickly can be overwhelming. However, in those crucial first 24 hours, asking the right questions often proves more valuable than rushing to provide answers. This approach, while counterintuitive, can be the key to effective crisis management.

The Urge for Quick Answers

Picture this: A company faces a sudden PR nightmare. The phones start ringing off the hook, social media explodes with speculation, and everyone – from employees to stakeholders – demands immediate information. It’s tempting to rush out with a statement, any statement, just to show you’re on top of things.

But here’s the catch: in those early hours, you rarely have all the facts. Jumping to conclusions or making promises you can’t keep can turn a manageable situation into a full-blown disaster.

The Power of Questions

Instead of scrambling for answers, smart crisis managers focus on asking the right questions. This approach serves several crucial purposes:

1. Gathering accurate information
2. Buying time to assess the situation
3. Demonstrating active engagement
4. Identifying knowledge gaps
5. Building a foundation for effective action

Let’s break down the key steps in the first 24 hours of a crisis, focusing on the questions that should guide your actions.

Step 1: Take Care of Your People

The first priority in any crisis should be the well-being of your employees. Start by asking:

• Is everyone safe?
• What do our employees need right now?
• How can we support our team during this stressful time?

By addressing these questions first, you show your team that they matter, which can boost morale and foster loyalty during a difficult period. It’s also important to remember that it’s your staff that ultimately are going to identify and fix the problem, as well as deal with the fallout of the crisis afterward. 

Step 2: Gather Information

Once you’ve ensured your team’s well-being, it’s time to collect facts. Key questions include:

• What exactly happened?
• When and where did it occur?
• Who is affected?
• What is the immediate impact?
• What are the potential long-term consequences?
• What actions have already been taken?

Remember, the goal isn’t just to ask these questions once, but to keep asking them as new information emerges. Crisis situations are fluid, and your understanding will evolve rapidly in those first 24 hours.

Step 3: Assess the Situation

With initial information in hand, it’s time to evaluate the crisis. Ask:

• How serious is this situation?
• What are the potential ramifications?
• Who needs to be informed internally and externally?
• What legal or regulatory implications exist?
• What resources do we need to manage this situation?

This assessment helps prioritize your actions and allocate resources effectively.

Step 4: Develop a Response Plan

Based on your assessment, start crafting your response strategy. Questions to consider:

• What are our key messages?
• Who should be our spokesperson?
• What channels should we use to communicate?
• How can we address the concerns of different stakeholders?
• What actions can we take to mitigate the crisis?

Your plan should be flexible, as new information may require adjustments.

Step 5: Monitor the Situation

As the crisis unfolds, keep a close eye on developments. Ask:

• How is the situation evolving?
• What’s being said about us in the media and on social platforms?
• Are our responses effective?
• Do we need to adjust our strategy?

Continuous monitoring allows you to stay ahead of the curve and adapt your approach as needed.

Communicating During Uncertainty

While you’re gathering information and developing your strategy, stakeholders will demand some form of communication. The key is to acknowledge the situation without overcommitting. Here are some strategies:

1. Confirm awareness: Let people know you’re aware of the issue and actively working on it.
2. Express appropriate concern: Show empathy for those affected without admitting fault.
3. Outline your process: Explain that you’re gathering information to ensure an accurate and effective response.
4. Set expectations: Give a realistic timeframe for when more information will be available.
5. Provide a point of contact: Let stakeholders know where they can direct their questions or concerns.

A sample initial statement might look like this:

“We are aware of the situation regarding [brief description]. We take this matter seriously and are actively gathering all relevant information. Our top priority is [appropriate concern, e.g., ‘the safety of our customers’]. We will provide an update by [realistic timeframe].”

This type of statement acknowledges the issue, shows you’re engaged, and buys you time to ask those crucial questions.

The Role of Preparation

While the question-first approach is valuable in any crisis, its effectiveness multiplies when paired with solid preparation. A well-crafted crisis communication plan can help you:

• Identify potential crisis scenarios in advance
• Outline key questions for each scenario
• Establish clear roles and responsibilities
• Set up communication channels and protocols
• Create templates for initial responses

With this groundwork laid, you’ll be better equipped to ask the right questions and manage the flow of information when a real crisis hits.

Conclusion: Embracing Uncertainty

In the heat of a crisis, the pressure to have all the answers can be overwhelming. But by resisting that urge and focusing instead on asking the right questions, you set the stage for a more effective, thoughtful response.

Remember, it’s not about having immediate answers – it’s about showing that you’re asking the right questions and actively working towards a solution. This approach builds trust, demonstrates leadership, and ultimately leads to better crisis management outcomes.

The first 24 hours of a crisis are crucial, but they’re just the beginning. By starting with questions, you lay a solid foundation for the challenging days and weeks that may follow. It’s an approach that requires patience and discipline, but in the long run, it’s the surest path to turning a potential PR disaster into an opportunity for growth and improved stakeholder relations.

In times of crisis, be the leader who asks the right questions, not the one who rushes to provide incomplete answers. Your team, your stakeholders, and your organization’s reputation will thank you for it.