What to say when a story breaks
A holding statement that buys time without conceding anything, and the phrases that create the next headline.
Say that you are aware, that you are establishing the facts, and when you will say more. Do not speculate, do not characterise the people involved, and do not deny anything you have not verified. A holding statement is not weakness; a premature denial that later collapses is the single most damaging thing you can publish.
The holding statement
"We are aware of the reports and are looking into the matter. We take this seriously and will provide an update once we have established the facts."
That sentence commits to nothing, denies nothing, and buys the hours you need. It is boring, and boring is the objective.
A holding statement is boring on purpose. Boring does not generate a follow-up.
The phrases that create tomorrow's headline
- "This is an isolated incident" before you know whether it is.
- "We categorically deny" anything not yet verified internally.
- "No comment", which reads as confirmation.
- Anything about the complainant's motives or character.
- "Lessons will be learned", which is heard as an admission and as an evasion simultaneously.
- Any figure, date or detail you have not personally confirmed.
Sequence the audiences
Staff first, because they will be asked and because they read the news too. Then affected customers or partners directly. Then any public statement.
Getting this order wrong means your team learns about it from a journalist, which produces unmanaged comment and looks exactly as bad as it is.
On whether to make a public statement at all, see should you respond publicly.
Common questions
How long can we hold before saying more?
Usually a day or two if you have committed to an update. Missing your own stated deadline is worse than never setting one.
Should the CEO speak?
Only for genuinely serious matters. Putting the chief executive out early leaves nowhere to escalate and personalises the story.
Do we have to respond to every journalist?
Respond consistently or not at all. Selective responses generate stories about who you would not talk to.
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Working through this for a business? See Crisis reputation management.