5/13/25


When a crisis hits your small or mid-sized business, will you sink or swim? How you communicate will make the difference.


Here are some crisis communications takeaways from an impactful and sound-byte worthy International Association of Business Communicators (IABC) Minnesota session I recently attended. The session was led by experts Paul Omodt, Stacy L. Bettison, Esq. and Jon Austin. (Oh my gosh, they sure knew their stuff!)


✔ Don’t ever string together the two words ‘No comment.’ It is immediately translated as ‘I’m guilty.’

✔ Respect the ‘golden hour’ principle. If you don’t respond to media requests within an hour, someone else will create the narrative. Just say something to move forward, even if it’s minimal and you need to fill in details later.

✔ Establish a single, unified message and voice. All communications should be consistent, coordinated and come from designated spokespeople to avoid confusion and maintain credibility. Avoid giving one message to employees and another to the media.

✔ Media training can help leaders understand how to communicate effectively during a crisis. Good leaders are used to storytelling, but storytelling for the media differs significantly because it will be edited.

✔ Avoid downplaying or denying a situation. It never works.

✔ The average lifespan of a social media crisis is 48 to 72 hours. Don’t panic -- the public’s attention decreases quickly and the lasting impact will probably be limited.


I led communications for a bank and was always prepped for a crisis like a robbery, but thankfully it never happened! I think the lessons I outlined (straight from experts who breathe crises day in and day out) will be valuable to any small business. I highly recommend these experts if you ever need emergency help.