It can’t hurt to wait, can it?

How often, in the middle of a crisis situation has someone in your organization said: “Let’s wait a little longer before we respond?” There are numerous good reasons, of course – we need more information, we have to get in touch with the attorney, etc. Yet each minute you delay means more potential for trouble. And, it’s not the kind of trouble that will build up layer by layer. Instead, this is the type of problem that increases exponentially – doubling at each turn. Take for example the recent situation of the West Virginia mining company. They sent a team into the site of mine explosion, found one miner alive and a dozen others nearby. The reports filtered back to the families – and mixed with some wishful thinking – and new reports went out that all were alive. It took three hours for the full story to get back to the families waiting at the church. By then the newspaper deadlines had come and gone and the families of the miners had been celebrating their relief of news of a miracle for hours. Don’t hid bad news. Sometimes the lack of attribution creates its own news story, as in this case. Unfortunately this whole story, which up to that point showed a compassionate mining company working hard to save the lives of its workers, became one of fear, violations and distrust. This was not because of the tragedy, but because of the way the mining company (and the media) handled the situation. Tell the truth. Tell it in a timely fashion.