In communications we call threats to your brand a smoldering issue. This means that even If something presents a threat to your brand’s reputation, operations, or stakeholder trust, it’s time to activate your plan. 

Acting early helps you influence the outcome so you can stay ahead of the story. This means you are ahead of rumors, can reassure your team and face any public questions with confidence. If you wait for too long, you are pushed into defensive mode, which is often followed by speculation or assumptions.

It depends on the type of crisis you’re facing. For high-stakes issues involving safety, legal matters, or public trust, a senior leader or the CEO. A department head should be appointed for operational disruptions or technical matters. Regardless of your choice, your spokesperson should know how to handle the media under pressure. 

It’s common for your employees to feel anxious, lost, or uncertain. Keep employees informed with honest updates, even when you do not have all the answers. Acknowledge concerns, explain what steps the company is taking, and tell them how they can support the response. 

Controlling the narrative means shaping how your story is told before others do it for you. In a crisis, facts often emerge slowly, but public perception moves fast. 

If your company chooses to stay silent, social media, news publications, and even your competitors will establish narratives that might be untrue. 

Yes, and it is one of the most valuable investments a company can make.  We work with executives, spokespeople, and communications teams to build core skills like media handling, message delivery, and rapid response tactics.