People before press releases. Protect impacted people, contain the harm, and provide practical help. These duties come first. A polished statement cannot stop preventable harm, assist abandoned customers, or excuse a leader’s inaction. Spin will not work in a serious criss. Communications must focus on the remedy and its timeline.

Good decisions over good copy. A communications strategy must flow from responsible decisions, verified facts, and necessary reforms. When an apology is necessary, issue one, but it is no substitute for action. If the remedy matches the harm, it will speak eloquently for itself.

Values must guide a crisis response. Leaders and their advisors have a duty to protect people’s safety, dignity, livelihoods, and trust, and explain how they are doing it. When social or political issues arise, values and responsibilities, rather than a trending argument, must guide action.

Respond to the big lie. Swiftly correct false claims likely to cause the most harm. Lead with verified facts, identify the falsehood briefly, and explain the evidence disproving it.

Don’t sponsor damaging messages. Repetition elevates a false claim. Avoid this trap when rebutting one. Let your adversaries carry the burden of promoting their own flawed narrative.

Critical thinking is necessary. Avoid promoting obscure rumors. Criticism, disagreement, and inconvenient facts are not misinformation. Disliking a claim does not make it false.

The whistleblower is not the crisis. Address the substance of a complaint before focusing on the person who complained.

Pivot toward process. Appoint qualified, independent investigators. Preserve records, protect reporting channels, and prohibit retaliation. Explain the process, oversight, and what findings can be shared. Respect privacy and treat complainants and the accused fairly.

Don’t needlessly disparage critics. When an adversary is wrong, show why. Address the argument without vilifying the person. Personal attacks can alienate undecided people who might otherwise accept your facts.

Use humor sparingly. When the urge arises, jot down the one-liner, set it aside for 24 hours, and then see how it has aged. Sarcasm is generally more satisfying to the speaker than persuasive to the listener.