Crises can unfold in an instant, and the first 60 minutes determine whether an organization controls the narrative or loses public trust. Yet, many businesses struggle in this crucial window due to a lack of preparation, slow responses, and ineffective communication.
What Is a Crisis?
A crisis is any unexpected event that disrupts business operations, threatens reputation, and triggers public scrutiny. It can come from internal failures (data breaches, product recalls, leadership scandals) or external forces (economic downturns, social media backlash, or natural disasters).
Why the First 60 Minutes Are Critical
The first hour of a crisis is when stakeholders form their opinions, and media coverage starts shaping public perception. Silence, slow responses, or misinformation can cause lasting reputation damage.
What Happens in the First 60 Minutes?
- Social media erupts—Customers, employees, and the public start sharing opinions online.
- Media picks up the story—News outlets amplify concerns, often before companies respond.
- Stakeholders expect immediate answers—Customers, employees, investors, and regulators all demand clarity.
A company’s reaction in these 60 minutes can determine whether it regains control or spirals into chaos.
Case Study: A Crisis Handled Well
In 1982, Johnson & Johnson responded immediately and transparently to the Tylenol poisoning crisis, recalling 31 million bottles and issuing clear public communication. The brand rebuilt trust and strengthened its reputation despite the crisis.
Case Study: A Crisis Mishandled
In 2010, BP’s oil spill response was slow, defensive, and lacked accountability. The CEO’s infamous comment, “I want my life back,” made things worse, portraying a lack of empathy for environmental damage and victims.
Why Most Companies Fail in the First 60 Minutes
Even large corporations with PR teams and resources struggle with crisis management. Here’s why:
1. Delayed Communication
- Hesitation leads to misinformation spreading faster than facts.
- Silence makes people assume the worst.
- What Works: Acknowledge the issue immediately, even before all details are clear. A simple “We’re aware and investigating” is better than silence.
2. Lack of a Crisis Plan
- Many businesses react on the fly, leading to confusion and inconsistent messaging.
- What Works: A pre-written crisis plan with assigned roles, communication templates, and action steps ensures a coordinated response.
3. No Designated Spokesperson
- Multiple people speaking for the company creates confusion.
- Untrained leaders say the wrong thing, making matters worse.
- What Works: Have a trained, media-ready spokesperson who controls the narrative and avoids defensive statements.
4. Misjudging the Severity of the Crisis
- Downplaying serious issues destroys trust.
- Overreacting can cause unnecessary panic.
- What Works: Quickly assess the real impact of the crisis before responding. Use social listening tools to gauge public sentiment.
5. Failing to Monitor and Respond to Social Media
- Crises escalate fast on Twitter, Facebook, and TikTok.
- Fake news and speculation spread uncontrollably if left unchallenged.
- What Works: A dedicated social media team should:
- Monitor mentions in real-time
- Correct misinformation immediately
- Respond professionally and empathetically to public concerns
How to Handle the First 60 Minutes Like a Pro
1. Activate Your Crisis Team Immediately
- Assign clear roles—Who speaks? Who monitors social media? Who contacts stakeholders?
- Have pre-approved response templates ready to go.
2. Acknowledge the Situation Quickly
- Even if you don’t have all the facts, a simple, reassuring message is crucial:
- “We are aware of [issue] and are actively investigating. Our priority is [stakeholders]. We will provide updates as soon as possible.”
3. Control the Narrative Before Others Do
- Be the first source of truth—don’t let misinformation dictate public perception.
- Issue updates across all platforms: website, press releases, social media, and internal channels.
4. Use Empathy, Not Excuses
- Show genuine concern for those affected.
- Avoid defensive or dismissive language.
- Example: Instead of “This is not our fault,” say “We understand the concern and are committed to addressing it.”
5. Monitor Public Reaction and Adjust Strategy
- Use social listening tools (Google Alerts, Brandwatch) to track sentiment.
- Address trending concerns proactively.
Final Thoughts: Are You Prepared for the First 60 Minutes?
A crisis isn’t just about what happens but how you respond. Companies that prepare, respond quickly and communicate transparently can recover stronger.
Here’s What You Can Do Now:
- Build a crisis communication plan before you need one.
- Train a spokesperson who can handle high-pressure media situations.
- Monitor social media and news for early warning signs.
- Create pre-approved messaging for common crisis scenarios.
Every company will face a crisis eventually. The difference between surviving and suffering long-term damage is how well you handle the first 60 minutes.
