Evan Nierman is the Founder & CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.
A person or entity must be proactive in responding to a crisis. However, there’s a difference between being strategic and quick and being impulsive.
With social media and news cycles moving at a breakneck speed, there is immense pressure to react quickly—whether you’re a business leader, a public figure, or an average citizen. In the heat of a crisis or controversy, it’s all too easy to make hasty decisions, fueled by incomplete information or public outcry. However, the smartest course of action often lies in resisting emotional impulses and instead taking a more measured, thought-out approach. Every situation is different, of course, but none are benefitted by knee-jerk reactions.
The Dangers of Reacting Too Quickly
It’s human nature to want to defend yourself or your organization as soon as a crisis arises. And in a lot of cases, reacting quickly can be imperative. However, reacting impulsively without understanding the full context can worsen the problem. Whether it’s making a public statement or taking drastic action like firing an employee or cutting ties with a partner, these responses often lead to unintended consequences.
One reason for this is that the first wave of information in any crisis is rarely complete or entirely accurate. In the rush to share breaking news, social media posts and even news outlets may jump to conclusions based on snippets of information. And while this is happening, the public begins to form opinions, which can be difficult to reverse later—even if the facts tell a different story.
Businesses and Individuals
For businesses, a key takeaway is that impulsive decisions can escalate a crisis instead of resolving it. A well-known company terminating an employee based on an unverified viral video or public outcry, for example, can lead to lawsuits, brand damage, and internal distrust. Instead, companies should ensure they fully understand the situation, gathering all relevant information before taking any public or internal action.
Similarly, individuals must be mindful of how they engage with controversial topics or crises. Social media makes it easy to voice immediate opinions, but without all the facts, those reactions can contribute to misinformation or damage someone’s reputation unfairly. It’s always better to reserve judgment until all sides of a story are heard.
The Role of Leadership in Crisis
Leaders, whether in business or public life, must understand the power of restraint. Quick, reactive decisions might seem like strong leadership in the moment, but they often backfire if they aren’t grounded in a full understanding of the situation. Exercising patience allows for gathering diverse perspectives and ensures that any action taken is strategic and thoughtful, not just reactionary.
A critical part of leadership is resisting external pressure to act immediately. Whether it’s shareholders, the media, or social media mobs, there will always be voices demanding an instant response. However, thoughtful leaders recognize that waiting, gathering facts, and responding with full context is the smarter—and ultimately more successful—path.
Patience and Context: The Essential Ingredients for Sound Decision-Making
The key to handling any crisis effectively is patience. When a situation arises, take a step back and gather all the facts before making any decisions or issuing public statements. This period of reflection is critical because it allows you to assess the situation fully, understand the nuances, and respond in a way that aligns with the long-term reputation of your brand or personal image.
In situations where knee-jerk reactions take over, the consequences can be severe. Consider the 2019 Covington Catholic incident. A viral video clip showed high school students allegedly confronting a Native American activist in Washington D.C. The video quickly went viral, and outrage followed. The students, particularly one wearing a MAGA hat, were accused of racism and disrespect, leading to widespread condemnation from media outlets, celebrities, and social media users alike. However, as additional footage and context surfaced, it became evident that the initial portrayal of events was misleading. Unfortunately, by then, the students had already been subjected to harassment and threats, demonstrating how detrimental snap judgments can be.
A thoughtful, measured approach can help restore trust and protect a brand’s reputation, even in challenging circumstances. By responding carefully and using a crisis as an opportunity to reflect and improve, companies can turn difficult situations into positive change. Starbucks faced backlash in 2018 after two Black men were arrested at one of its stores for not making a purchase while waiting for a friend. Instead of reacting hastily, the company took time to evaluate the situation, issued a public apology, and implemented a nationwide racial bias training day for its employees. By approaching the incident as a learning opportunity, Starbucks demonstrated how a deliberate response can lead to long-term positive outcomes.
The Long-Term Benefits of Measured Responses
The benefits of a measured response go beyond damage control. They build trust. When people see that a company or individual consistently takes the time to understand complex issues and respond thoughtfully, it enhances their credibility. Customers, employees, and the public are more likely to respect and trust those who prioritize accuracy over speed.
Being deliberate in your actions and words sends a message that you value the truth, integrity, and long-term relationships. In an age where public trust is fragile, this approach not only helps you weather crises more effectively but also strengthens your brand over time.
The Power of Being Thoughtful
In today’s world, where reactions are instantaneous and judgments are swift, there’s a real power in being measured and thoughtful. The pressure to act quickly can be overwhelming, but the most successful leaders and companies are those that pause, reflect, and respond based on facts, not emotions. The next time a crisis hits, remember: be quick and measured, but not impulsive. The long-term rewards of patience, accuracy, and integrity far outweigh the short-term satisfaction of immediate action.