Not every negative comment is a crisis. Not every headline means disaster. But knowing the difference — and acting at the right time — is what separates brands that survive from those that spiral.
So how do you know when you’re in a real crisis?
A crisis usually ticks at least one of these boxes:
• It threatens your reputation.
• It affects your customers, staff, investors, or the public.
• It spreads rapidly, often online or in the press.
• It leads to a loss of trust, business, or control.
If people are tagging, screenshotting, or sharing before you’ve even had time to read it — that’s your first warning sign. If the story starts to move from private conversations to public platforms, you’ve moved from internal problem to external perception — and perception, in PR, is everything.
In a crisis, timing trumps polish.
People want to see that you’ve heard them. That you’re aware, alert, and accountable — even if you’re not ready to give all the answers.
That doesn’t always mean issuing a full statement immediately. Sometimes, the smartest response is to say, “We’re aware of the situation and are looking into it.” Silence, on the other hand, creates a vacuum. And that vacuum will be filled — often with speculation.
At Keith Bishop Associates, we’re often asked: Should we say something, or wait?
The answer is: it depends — but it should always be a decision, not a delay.
Doing nothing as a strategy can work — but only if you’re actively monitoring, analysing sentiment, and ready to act if the tone shifts. It’s calculated. Not careless.
What you can’t afford is to freeze while others take control of the narrative.
Every minute counts. Online outrage can become national news in under an hour. Once trust is broken, it takes 10 times the effort to rebuild.
Prompt action shows:
• Leadership
• Responsibility
• Respect for your audience
• And critically — control of your own story
Crisis moments are rarely black and white. That’s why we’re here.
At Keith Bishop Associates, we’ve handled everything from celebrity scandals and boardroom leaks to brand boycotts and breaking news. We know how to spot the signs early, advise on what to say (and what not to), and take control — fast.
Because in a crisis, what you do in the first 30 minutes can define the next 30 days.
Need discreet, experienced help fast?
Email us at [email protected] — we’re here when it matters most.
