Mike Phillips Media

When a crisis hits, the instinct is often to react quickly — or to freeze completely.

Neither response is strategic.

The first 24 hours are not about defending your reputation. They are about stabilizing it.

Here’s what organizations should focus on immediately.

1. Slow Down Before You Speak

The fastest way to escalate a situation is to issue a rushed, emotional statement.

In the first hours:

• Confirm what is verified.
• Separate rumor from documented fact.
• Identify your legal exposure.
• Determine whether your organization is directly implicated or adjacent.

Accuracy always outperforms speed.

If you cannot confirm facts, it is better to say:
“We are aware of the situation and are gathering information.”

Silence is dangerous. But premature certainty is worse.

2. Establish Structural Clarity

One of the most common mistakes organizations make is failing to clearly define their relationship to the issue.

Is the allegation against:

• An employee?
• A volunteer?
• A vendor?
• A landlord?
• A board member?
• An unrelated individual?

The public will collapse proximity into assumption unless you clearly outline the structure.

Crisis messaging is often less about emotion and more about organizational architecture.

Spell out the structure plainly.

3. Align Internal Messaging Before External Messaging

Before posting publicly:

• Leadership must agree on language.
• Staff must know what to say (and what not to say).
• Volunteers should be directed to avoid independent statements.

Mixed messaging creates distrust.

Consistency creates stability.

4. Avoid Defensive Language

Phrases like:

• “We are being unfairly targeted.”
• “This is slander.”
• “The media is attacking us.”

…rarely help in the first 24 hours.

Defensiveness signals instability.

Clarity signals control.

Focus on:

• Verified facts
• Policies in place
• Steps being taken

5. Think Stakeholders, Not Headlines

Your audience is not just “the public.”

It includes:

• Donors
• Parents
• Customers
• Board members
• Volunteers
• Regulators

Ask:
What does each group need to hear to feel informed and secure?

One social media post is rarely sufficient.

6. Do Not Minimize Serious Allegations

If the situation involves criminal charges, legal proceedings, or public safety concerns, acknowledge the seriousness of the matter.

Avoid speculation.
Avoid moral commentary.
Avoid attacking other parties.

State only what is documented.

Credibility is built through discipline.

7. Prepare for the Second Wave

The first statement is not the end.

Media follow-up questions may come.
Community conversations will continue.
Additional facts may emerge.

Have a framework ready for updates.

Reactive communication keeps you behind the story.
Structured communication keeps you steady.

The Real Goal of the First 24 Hours

You are not trying to “win.”

You are trying to prevent escalation.

Crisis communication is not about spin.
It is about clarity, structure, and stability.

Organizations that approach the first 24 hours with discipline often avoid long-term reputational damage.

Those that react emotionally often create it themselves.

If your organization is navigating a sensitive situation and needs structured messaging support, learn more at MikePhillips.Media.