The One Thing Not to Do in a Crisis? Panic.
And What to Do Instead to Lead With Confidence and Clarity

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When clients come to me in the middle of—or just before—a crisis, one of the first questions they often ask is, “What’s the one thing we shouldn’t do right now?” My answer is always the same: Don’t panic.

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It may sound simple, even cliché. But in the heat of the moment, panic is surprisingly tempting. The stakes are high. Tensions are rising. The spotlight is suddenly brighter. And that’s when the impulse to scramble, overreact, or “just say something” kicks in. But here’s the truth: during a crisis, your audience—whether it’s your staff, stakeholders, media, or the public—isn’t just listening to your words. They’re watching how you show up.

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In those high-pressure moments, people aren’t looking for perfection. They’re looking for leadership. That means steadiness. Reassurance. Clarity. And most of all, trust. You earn that trust by being intentional and composed.

 

Here are three core principles (the 3 C's) I coach my clients to follow when managing a crisis:

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1. Be Calm

Calm is contagious. So is chaos.

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Your nonverbal communication speaks volumes—often more than your actual words. In a crisis, your tone, pace, facial expressions, and posture send powerful cues. Speak slightly slower than usual. Lower your voice just a touch. These subtle changes communicate control and help others feel grounded.

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At a press conference or stakeholder meeting, plant your feet firmly—no swaying or fidgeting. Be conscious of nervous habits. And yes, even a well-meaning smile can be misread as dismissive or unserious in the wrong context. Neutral, attentive expressions are your safest bet.

And here’s a simple but powerful tool: take a beat before answering a question—whether it’s from the press, an employee, or a concerned community member. A pause signals thoughtfulness. It gives you a moment to choose your words wisely, and it draws your audience in. People trust a leader who responds, not reacts.

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2. Be Collected

Preparation is your best defense against pressure. The worst mistake a spokesperson or leader can make is to “wing it.”

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Before stepping into any public moment—whether it’s a press briefing, internal town hall, or media interview—make sure you’re armed with clear facts, accurate data, and well-structured talking points. Rehearse key messages. Anticipate hard questions. Know what not to say as much as what you will say.

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When you come across as informed and organized, you convey that the situation is being handled thoughtfully, even if it's still evolving.

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3. Be Clear

In crisis communications, clarity is your superpower. People crave direction. They want to know what’s happening, what it means, and what’s next.

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Avoid jargon or vague corporate speak. Say what you mean—and mean what you say. If you don’t have all the answers yet, say that honestly, and explain what you’re doing to get them. Outline immediate next steps, what your team is prioritizing, and how people will be updated going forward.

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At the end of the day, managing a crisis isn’t just about damage control—it’s about trust management. Your presence, your poise, and your preparedness all add up to a powerful signal: “We’ve got this. We’re taking this seriously. And we’re here to lead through it.”

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So the next time you’re faced with a challenging situation, remember: Don’t panic. Be calm, be collected, and be clear.

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You’ll be surprised how far that steady voice carries and helps you be heard.