--- title: "Crisis Communication Plan: When To Stay Quiet" description: In crisis management the most important rule is to stick yo your crisis communicaiton plan and communicate. image: https://www.peregrinecommunications.com/hubfs/Crisis%20Communication%20Plan_%20When%20To%20Stay%20Quiet.png --- [![peregrine-communications-logo](https://www.peregrinecommunications.com/hs-fs/hubfs/site/img/peregrine-communications-logo.png?width=236&name=peregrine-communications-logo.png)![Peregrine Communications Logo](https://www.peregrinecommunications.com/hubfs/site/img/peregrine-communications-logo.svg)](https://www.peregrinecommunications.com) #### Connect with us - - - - - [ Back ](https://www.peregrinecommunications.com/insights) # Crisis Communication Plan: When To Stay Quiet [Insights](https://www.peregrinecommunications.com/insights) | 1 minute read ### Similar Content - [ Middle Market Private Credit Has Entered Its Reputation Era ](https://www.peregrinecommunications.com/insights/middle-market-private-credit-has-entered-its-reputation-era) - [ Personalization in the Age of AI ](https://www.peregrinecommunications.com/insights/personalization-in-the-age-of-ai) - [ The Attention Advantage ](https://www.peregrinecommunications.com/insights/asset-management-marketing-how-positioning-drives-performance) - [ Hedge Funds Must Win the Narrative in 2026 ](https://www.peregrinecommunications.com/insights/hedge-funds-must-win-the-narrative-in-2026) - [ When Machines Mediate Reputation ](https://www.peregrinecommunications.com/insights/when-machines-mediate-reputation) ![](https://www.peregrinecommunications.com/hubfs/Crisis%20Communication%20Plan_%20When%20To%20Stay%20Quiet.png) If you look up the rules of crisis management you will overwhelmingly find that that most important rule is to communicate: ‘What happened, why it happened, why it won’t happen again.’ The very important nuance here is: > What if you don’t know what happened and why it happened? What do you do then? Many organisations, especially those with vibrant, engaged, consumer brands, are committed to open and continuing communication, it is at the very core of what they do. They are constantly tweeting, updating Instagram, Facebook etc. A crisis hits. Definition: a crisis is only a crisis when the media get hold of it, up until that point it is an issue to be managed. The organisation wants to communicate, they feel under tremendous pressure to communicate, every fibre in their being is telling them that they must communicate. But, until they know the answer to the three questions — what happened, why it happened, and what will they do to make sure it never happens again — they need to give themselves time to gather information, to find the answers to the three questions. Every minute they stay quiet is another minute where they can find out the answers to the critical questions, and the less reputational damage they will potentially suffer. It is not a perfect solution — as there is an element of reputational damage which may come from delayed communication — but in the end this is about balance and the total loss of reputation to be weighed up at the end of the crisis. By trying to communicate when they don’t have the answers to the critical questions the organisation is simply adding more fuel to the fire, and risks appearing incompetent, disorganised, out of control. If you would like to hear more about how your organisation can prepare for a media crisis, please contact [anthony.payne@peregrinecommunications.com](mailto:anthony.payne@peregrinecommunications.com) or tel: 0203 178 6869.   - - - - - [mailto:?subject=Check%20out%20https://www.peregrinecommunications.com/insights/crisis-communication-plan&utm_medium=social&utm_source=email%20&body=Check%20out%20https://www.peregrinecommunications.com/insights/crisis-communication-plan&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20https://www.peregrinecommunications.com/insights/crisis-communication-plan&utm_medium=social&utm_source=email%20&body=Check%20out%20https://www.peregrinecommunications.com/insights/crisis-communication-plan&utm_medium=social&utm_source=email) #### [Previous Financial Education Content Drives Traffic For Asset Managers](https://www.peregrinecommunications.com/insights/financial-education-content-asset-managers) #### [Next Global Fixed Income Institute - The Importance Of Branding In Asset Management](https://www.peregrinecommunications.com/insights/importance-of-branding-in-asset-management/) ### Similar Content [![Peregrine Communications Logo](https://www.peregrinecommunications.com/hubfs/site/img/peregrine-communications-logo.svg)](https://www.peregrinecommunications.com) ### [Peregrine London](https://www.peregrinecommunications.com/contact) +44 20 3178 6868 19-20 Great Sutton St London EC1V 0DR [ Google Maps >](https://goo.gl/maps/m3fePHEmAwu) ### [Peregrine New York](https://www.peregrinecommunications.com/contact) +1 917 970 8842 The Chrysler Building New York NY 10174 [ Google Maps >](https://maps.app.goo.gl/EsyoGL34ZQCm6Vmw8) ### [Peregrine Los Angeles](https://www.peregrinecommunications.com/contact) +1 347 860 8194 3400 Riverside Drive Burbank, 91505 [ Google Maps >](https://maps.app.goo.gl/EvpsisYazURcqZAn9) #### Connect with us - - - - - Use of this website constitutes acceptance of the [Privacy Policies](https://www.peregrinecommunications.com/privacy-policies), [Terms and Conditions](https://www.peregrinecommunications.com/terms-and-conditions) and [Cookies Policy](https://www.peregrinecommunications.com/cookies-policy). © 2026 Peregrine Communications. 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