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The Most Dangerous Person in a Crisis Isn't Who You Think
By Tim Sutton
In high-stakes world of corporate crisis communications, every second counts. When your company's reputation is on the line, the biggest threat isn't always the angry journalist, the demanding regulator, or the vocal activist. After decades as a corporate crisis consultant, I can tell you the most dangerous person in the crisis is often sitting at your side of the table.
What is a Corporate Crisis?
A corporate crisis is any unexpected event that threatens an organization's reputation, operations, or financial stability. The effects can be devastating:
Financial Impact
Stock prices can plummet, legal costs can reach billions, and revenue losses can persist for years. The Volkswagen emissions scandal, for example, cost the company over $30 billion.
Reputational Damage
Trust, built over decades, can collapse in hours. Customer loyalty evaporates, partnerships dissolve, and recovery becomes costly and lengthy.
Operational Disruption
Crises can force plant closures, product withdrawals, and trigger regulatory investigations that consume management attention for years.
Effective crisis management is a complex dance of speed, transparency, and strategic action. A well-crafted plan is your roadmap, but it's the people executing it who determine whether you navigate the storm or capsize.
The Two Most Dangerous People in Your Crisis Room
In my crisis, emotion is the enemy. It creates a vacuum that your critics and competitors will gleefully fill. Two personalities are particularly adept at fostering this paralysis:
The Overly Optimistic CEO
This is the leader who, in the face of overwhelming evidence, thinks, 'This will all blow over.' They filter bad news, resist decisive action, and believe their charisma alone will resolve the situation. Their optimism becomes a psychological defense mechanism that paralyzes the entire organization, allowing the crisis to metastasize while they hope for a miracle.
The Lawyer Who Only Says "No"
This is the legal counsel who sees every potential action through the narrow lens of litigation risk. Their default answer to any initiative, no matter how small, is 'absolutely not.' While this might seem legally prudent, it's a disastrous communication strategy. It creates a communication void that rocks trust and allows adversaries to control the narrative. Great legal judgment isn't about winning a court case in two years; it's about winning back trust in two hours.
Real-World Examples: When Leadership Fails
The case of a leading electric vehicle company facing a fatal accident involving their autonomous driving technology is a textbook example. The CEO's response was defensive and dismissive, using statistics to minimize the significance of the death. This angry response became a case study in how not to handle a crisis.
Similarly, when a major automotive manufacturer was caught in an emissions scandal, their first instinct was pure legal defensiveness. They denied wrongdoing and deflected blame, creating a communication disaster that intensified public outrage and resulted in billions in fines.
The Contrast: When Leaders Get It Right
These failures stand in stark contrast to leaders who understand that crisis management requires speed and transparency.
During the COVID-19 crisis, Marriott International's CEO Arne Sorenson addressed the devastating impact on the company head-on in a heartfelt video message. He spoke with a level of transparency and empathy that is rarely seen, connecting on a human level and building trust.
Likewise, when Slack experienced a major service outage, they provided continuous, detailed updates. They were honest about the cause and kept users informed, turning a potential disaster into a trust-building exercise.
Building a Resilient Crisis Communication Strategy
How do you avoid the pitfalls of the optimist and the obstructionist? It starts with a robust crisis communication plan that empowers your team to act decisively. Your leaders must be realists who can absorb the brutal facts, and your legal team must be creative problem-solvers, not just risk-averse roadblocks.
Issues Management vs. Crisis Management
A CEO's Guide to Preventing a PR Crisis
By Tim Sutton
When a business is in the headlines for all the wrong reasons, the leadership team is in a reactive scramble. They are fighting a fire that is already threatening to burn the house down.
As a crisis management expert who has advised leaders at the highest level, I can tell you a professional secret: most crises are not sudden disasters. They are the predictable result of unmanaged issues that were ignored for months, or even years.
The most common question business leaders ask is, "How do you handle a PR crisis?" The answer isn't found in a reactive playbook. It's found in a proactive framework called Issues Management. Understanding the difference is the key to protecting your reputation, your revenue, and your peace of mind.
What is Issues Management in PR?
Issues management is the strategic process of identifying and addressing the gap between your company's actions and your stakeholders' expectations.
Issues Management vs. Crisis Management: A Critical Distinction
Issues Management: Proactive Prevention
Focused on anticipating and mitigating potential problems before they escalate. It's about spotting early warning signs and taking strategic action to prevent escalation.
  • Identifying emerging trends or concerns.
  • Monitoring public sentiment and regulatory changes.
  • Addressing internal dissent before it goes public.
Crisis Management: Reactive Response
Deals with events that have already occurred and are causing significant damage. It’s about immediate response, damage control, and recovery.
  • Responding to a major product recall.
  • Managing the aftermath of a data breach.
  • Addressing a public scandal involving leadership.
Examples: Issues vs. Crises
From Issue to Crisis:
  • Issue: A trend of negative customer feedback on social media about a product defect.
  • Crisis: A viral social media post from a major influencer highlighting the product defect, leading to widespread calls for a boycott and media attention.
  • Issue: Growing employee dissatisfaction regarding a new company policy.
  • Crisis: A mass walkout or unionization effort publicized in the media, significantly disrupting operations and damaging employer brand.
The 4-Step Proactive Framework
01
Assign a "Chief Worrier"
Designate an individual or small team whose primary role is to actively seek out and identify potential issues before they gain traction. This role requires curiosity, skepticism, and a broad understanding of the company's internal and external environment.
02
Listen Aggressively
Implement robust listening mechanisms across all channels – social media, customer service feedback, employee surveys, industry news, and regulatory updates. Look for patterns, anomalies, and early indicators of discontent or emerging challenges.
03
Reward the Messenger
Foster a culture where employees feel safe and empowered to raise concerns without fear of reprisal. Encourage internal reporting of potential issues, even if they seem minor. Proactive problem-solving depends on open communication.
04
Conduct Crisis Management Training
While issues management aims to prevent crises, some are unavoidable. Regularly train your leadership and communications team on crisis response protocols, media handling, and internal communication strategies. This ensures readiness for when prevention isn't enough.
Proactive investment in issues management is not just a cost-saving measure; it’s a strategic imperative. It safeguards your brand, protects your financial stability, and most importantly, ensures your peace of mind. By mastering issues management, CEOs can prevent the reactive scramble, avoid the negative headlines, and build a resilient organization that thrives even in turbulent times.
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Calm in the Storm:
How to Build an Effective Crisis Communications Plan for SMEs
By Tim Sutton
Imagine waking up to a blistering headline on social media: your company's name is splashed across angry feeds and trending hashtags are demanding accountability. For a small or medium-sized enterprise (SME), a single unprepared incident can destroy years of hard-earned reputation and revenue overnight.
Yet, a shocking number of businesses are operating without a safety net. This guide delivers an actionable blueprint to protect your business, sustain stakeholder trust, and minimize financial fallout when a crisis hits.
Why Do SMEs Need a Crisis Communications Plan?
A crisis communications plan is a strategic framework that protects your business by ensuring timely, transparent, and controlled messaging during an unexpected event. By anticipating possible disruptions—from data breaches to viral customer complaints—SMEs can defend their reputation, retain customer confidence, and limit devastating financial losses.
The Challenge for SMEs:
SMEs often struggle with limited budgets, minimal in-house PR expertise, and slender cash reserves. These constraints can delay decision-making and lead to inconsistent messaging that erodes stakeholder trust.
The True Cost of a Crisis:
A crisis inflicts both direct expenses (legal fees, operational downtime) and indirect losses (reputational damage, customer churn). The Small Business Administration highlights that these costs can include a 20-25% decrease in new customer inquiries and fines of up to ÂŁ50,000 per incident.
How to Build Your Crisis Communications Team
A well-defined crisis communications team ensures a rapid, coordinated response. Assembling the right mix of roles and responsibilities is essential for seamless execution.

Who Should Be on the Team?
A core crisis team typically includes:
Lead Spokesperson
The public face of the company. This person must have strong communication skills, deep knowledge, and composure under pressure. They should be trained with media interview simulations and messaging drills.
Operations Liaison
Coordinates real-time data on the incident's scope and mitigation steps.
Legal Advisor
Reviews all statements for compliance and liability risk.
Social Media Coordinator
Monitors online sentiment, manages official channels, and posts approved updates.
HR Representative
Manages employee welfare and all internal communications.
Best Practices for Internal Communication
Your employees must be a priority. Timely internal updates keep them informed, aligned, and engaged. Best practices include daily briefings via email or intranet, dedicated hotlines for staff questions, and using pre-approved templates to ensure accuracy and speed.
The 4 Essential Steps to Develop Your Plan
A step-by-step approach transforms crisis planning from theory into practical readiness.
01
Conduct a Risk Assessment
Identify potential crisis scenarios and evaluate their likelihood and impact.
  • List Threats: Brainstorm potential crises such as cyberattacks, product recalls, supply chain failure, natural disasters, or leadership scandals.
  • Rate Probability: Score each threat from low to high based on your industry and specific vulnerabilities.
  • Assess Consequences: Analyze the potential financial, reputational, and operational outcomes for each risk.
  • Prioritize: Focus your resources on preparing for the most critical and probable threats.
02
Establish Clear Communication Protocols
Define who approves messages, which channels to use, and how to escalate issues.
  • Approval Workflow: Outline the exact sequence of sign-offs required before a statement is released. This prevents delays and mixed messages.
  • Stakeholder Matrix: Map all key audiences (employees, customers, suppliers, media, regulators) to the specific messaging channels you will use to reach them.
  • Escalation Triggers: Define the specific events that would activate higher-level management or require external legal counsel.
03
Build Your Crisis Toolkit
A robust toolkit accelerates your response and maintains consistency. Essential items include:
  • Critical Contact Lists: For media, emergency services, key customers, and suppliers.
  • Message Templates: Pre-written holding statements, apology letters, and social media posts. This saves critical time when a crisis breaks.
  • Situation Log Sheets: To record timestamps, actions taken, and outcomes for post-crisis review.
04
Train Your Team and Rehearse
Hands-on practice is what cements readiness.
  • Tabletop Exercises: Simulate a crisis from detection to resolution in a workshop setting.
  • Role-Playing Drills: Test your spokesperson's ability to handle tough questions from journalists and regulators.
  • After-Action Reviews: After each drill, review performance, identify gaps, and update the plan accordingly.
Execution: Managing a Live Crisis
When a crisis occurs, your execution focuses on delivering timely information, managing perceptions, and adapting your message as events unfold.
The Importance of Speed and Transparency
Rapid, honest updates demonstrate leadership, mitigate rumors, and sustain trust. Studies show that companies responding within the first hour of an incident retain significantly more customer loyalty.
Managing the Social Media Battlefield
Social media can be a weapon of mass amplification. A small bakery that defensively called a family "difficult" on Facebook faced a boycott that led to a 70% drop in revenue and eventual closure.
Real-Time Monitoring
Actively track mentions, sentiment, and trending hashtags related to your brand.
Pre-Approved Responses
Use your templates to ensure a consistent and calm response.
Engagement Guidelines
Define when to reply publicly, when to take a conversation to a private channel, and when to escalate an issue internally.
Post-Crisis: Recovery and Rebuilding
Conduct a Post-Crisis Review:
Systematically analyse what worked, what failed, and why. Interview team members and stakeholders, analyse your data, and assign clear action items to update and improve your plan.
Rebuild Trust:
Reputation recovery hinges on visible improvements and consistent follow-up. This includes transparently reporting on corrective actions, conducting customer outreach campaigns, and engaging with your community to demonstrate goodwill.
From Planning to Action: Your Next Step

Building a comprehensive crisis communications plan from scratch is a significant undertaking, but it is one of the most important investments you can make in your business's future. The steps outlined above provide a complete blueprint for you to follow.
However, in the heat of a crisis, time is a luxury you don't have. For those who want to accelerate their preparedness with a proven, expert-built framework, we offer solutions at TimSuttonPR.com. Our Complete 24-Hour Crisis Management System provides all the templates, checklists, and strategic guides mentioned here, ready to be implemented in a fraction of the time.
Failure to prepare is preparing to fail. Don't wait for the next crisis to find out if you're ready. Take control today and ensure your business can weather any storm.
The Astronomer's Masterclass: Turning Crisis into PR Gold with Humor
Can a viral CEO scandal transform 23% negative sentiment into a 41% positive rating? For Astronomer, a data orchestration company, the answer was a resounding yes. It's a case study that proves sometimes, the most unexpected responses can redefine a crisis.
It began with a cringe-worthy "kiss cam" moment involving their CEO, which quickly went viral, leading to public outcry and his subsequent resignation. Most companies would retreat into damage control, but Astronomer chose a different path: humor, transparency, and a swift, authentic response.
From Scandal to Success: The Numbers Don't Lie
23%
Initial Negative Sentiment
The immediate online reaction to the CEO's viral video.
41%
Positive Recovery
Sentiment shift achieved post-response and strategic communication.
15,000%
Website Traffic Spike
An unprecedented surge in visits after their humorous and transparent apology.
36.5M
Video Views
The reach of the initial video, and the subsequent response.
This bold approach, leveraging self-deprecating humor and honest engagement, not only diffused the crisis but also amplified brand awareness, demonstrating a unique ability to connect with their audience on a human level.
The Cautionary Tale: Humor Isn't a Universal Fix
While Astronomer's strategy was a PR masterclass, it's crucial to understand that humor is not a one-size-fits-all solution for every crisis. The appropriateness of humor depends heavily on the nature of the crisis, your company's brand identity, and your audience's expectations. Misjudging this can backfire catastrophically.
Tech Startup
High tolerance for humor: A youthful brand with an innovative culture might successfully use self-deprecating humor to address a minor gaffe.
Traditional Financial Institution
Low tolerance for humor: Crises involving financial misconduct or data breaches require a serious, somber, and reassuring tone. Humor would be perceived as insensitive.
Healthcare Provider
Zero tolerance for humor: Any crisis involving patient safety or medical errors demands extreme gravity, empathy, and clear actions, never levity.
Preparedness: The Real Secret Weapon
Astronomer's success wasn't solely about humor; it was underpinned by fundamental crisis communication principles: swift action, transparency, and a deep understanding of their audience. Humor was merely the tactical flourish. The real secret is proactive planning.

Don't wait for a viral moment to test your crisis readiness. A robust plan allows you to choose your response strategically—whether it's humor or gravitas—ensuring you always control the narrative.
Our Complete 24-Hour Crisis Management System provides the foundational framework, templates, and strategic guidance to prepare your business for any scenario, giving you the confidence to navigate the storm and emerge stronger.
Equip yourself with the tools to transform potential disasters into opportunities for resilience and growth.