In a Crisis? Do This Before You Say One Word

Thinking before speaking isn’t the problem. Thinking properly before speaking is. I recently met with a high-profile executive caught in the undertow of a scandal. Oddly enough, the alleged scandal can be handled. It’s his immediate response to media I had to clean up.

Even saying “no comment” is a comment. It is printable, it is quotable. Before you say one word, pause…and hold that pause indefinitely. When media leave the station to get coverage on a brewing story they are told to do one thing; get a comment. Don’t give it to them.

Now as time passes (usually 48-72 hrs) the situation becomes clearer allowing for a  more thoughtful response. There are times when an immediate response is needed. In such cases, crisis managers are key because we’ve been thinking about potential catastrophes while you were enjoying the good times. We’ve been planning for storms while you were on the beach.

When I hand over a prepared response to a client who’s in panic things immediately calm down. Words crafted in calm are invaluable during a crisis event. Before you say one word, pause and don’t say it. There’s wisdom in waiting.