Preparedness Is Key as the Crisis "Golden Hour" Disappears

Note: I’m on the board of IABC DC Metro, and I often share content related to communications to my blog. I found this article on crisis communications insightful. Catalyst is the official publication of IABC.

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By: David Whitely

It’s been long-held in crisis communications that the actions taken in the first 60 minutes are crucial for managing how an incident will be perceived, reported and managed. And despite this, it’s incredible how many organizations seemingly fall at this first hurdle.

Those first decisions made as an incident unfolds — what has become known as the “golden hour” — can often determine whether one maintains some control over the reporting of an incident or finds oneself constantly chasing a narrative dictated by others.

During my career with roles in government, regulation and aviation, I have dealt with many challenging incidents as part of a communications team. There have been times when one may feel like they’re not in control of the story and, gradually, the control of the narrative slips away.
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With the advent of the 24-hour news cycle, digital communications and social media, coupled with the demand for instant reporting, the golden hour is fast becoming a thing of the past.

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