The First 60 Minutes: A Crisis Response That Holds

The first hour of a crisis sets the tone for everything that follows. Get it right and a story settles; get it wrong and it escalates for weeks. Here is the minute-by-minute framework we use with clients.

Why the first hour decides everything

In a crisis, silence is read as guilt and speed is read as control. The first hour is when journalists, employees and customers form their opinion, often before you have all the facts.

The 60-minute framework

Split the hour into four fifteen-minute blocks, each with a single job.

• 0 to 15: Convene the core team and assign one owner.
• 15 to 30: Establish the facts you can confirm.
• 30 to 45: Draft a holding statement.
• 45 to 60: Brief spokespeople and publish.

Common mistakes to avoid

The instinct to say nothing is almost always the expensive one.

Do not speculate, do not assign blame internally in writing, and never let the legal team be your only voice.

Frequently Asked Questions

How fast should we respond to a crisis?

Aim to acknowledge within the first hour, even if it is only a holding statement confirming you are aware and looking into it.

Should we always issue a public statement?

Not always. If the issue is contained and not yet public, a prepared statement on standby is often better than volunteering one.