Who gets the first response in a crisis? It's not who you think.

The person who gets your crisis response first probably shouldn’t be a reporter.

Conventional wisdom says that you need to get your statements to reporters, share your updates on social, and make sure folks externally get the right information at the right time.

But that approach often overlooks your most important audience: your employees.

Employees are not only a key audience, they’re an important messenger. But you have to treat them as one.

Employees can’t hear about the crisis from a news alert or from someone else.

Reach them early. That could mean they get the first message, even before it goes to the media, along with some quick talking points and background about the situation: what we know, what we’re doing, what to say if asked.

Early outreach keeps your team engaged and helps turn your employees into valuable messengers.

The media, customers, influencers and other audiences are still important, and you have to nail your outreach and messaging to them. 

But a ten-minute head start for your employees can make a huge difference.