The First 24 Hours of a Crisis: What Leaders Get Wrong

When a crisis hits, most organisations focus on the wrong thing.

Their first instinct is often to respond immediately—to issue a statement, answer media enquiries, reassure stakeholders or defend their position. While the pressure to act is understandable, the first 24 hours of a crisis are rarely about saying more. They are about understanding more.

The most effective crisis responses begin with discipline.

Before communicating externally, leaders must establish the facts, understand the scale of the issue and identify the stakeholders most likely to be affected. A rushed response based on incomplete information can quickly create additional risks, damaging credibility and eroding trust.

One of the most common mistakes organisations make is treating a crisis as a communications problem. In reality, most crises are business problems with communications consequences.

Whether the issue involves a cyber incident, workplace matter, regulatory investigation, operational failure or reputational challenge, leaders must first understand what has occurred, who has been impacted and what actions are being taken to address the situation.

Only then can communications effectively support the response.

During the first 24 hours, organisations should focus on five priorities:

1. Establish the Facts

Avoid assumptions. Gather accurate information, identify what is known, what is unknown and what is still being investigated.

2. Activate the Right Team

Ensure decision-makers, legal advisers, operational leaders and communications specialists are aligned and working from the same information.

3. Identify Key Stakeholders

Employees, customers, regulators, investors, partners and communities may all have different concerns and information needs.

4. Develop a Clear Response Strategy

Determine what actions are being taken, who will communicate, what messages are required and how updates will be provided.

5. Communicate with Transparency

Stakeholders do not expect organisations to have every answer immediately. They do expect honesty, accountability and timely communication.

The reality is that most crises are not won in the first media cycle. They are managed through consistent leadership, sound judgement and disciplined decision-making over days, weeks and sometimes months.

The organisations that navigate crises most effectively are those that remain focused on facts, stakeholders and long-term trust rather than short-term headlines.

A crisis can place enormous pressure on leaders. The first 24 hours often determine whether an issue becomes manageable or escalates into something far more damaging.

That is why experience matters.

At Crisis Communications & Strategic Advisory, we help organisations respond with confidence, protect reputation and maintain stakeholder trust when the stakes are highest.