Crisis communications is often imagined as a writing challenge: produce the statement, prepare the spokesperson, monitor reaction. In practice, the first hours of a serious incident are dominated by decisions under uncertainty. What happened? What is verified? Who could be harmed? Who owns the decision? What must be disclosed? What can be corrected now? Which stakeholders cannot learn about this from the media? Should the chief executive speak—or should someone closer to the facts?
What is inside
- 01The First Failure Is Often Internal
- 02The Artefact91 72-Hour Model
- 03Five Decisions That Cannot Wait for a Crisis
- 04Simulate Decisions, Not Press Releases
- 05The Readiness Test