Jim LukaszewskiAmerica's Crisis Guru® - BETA

Jim Lukaszewski on The Golden Hour

Name: Jim Lukaszewski on The Golden Hour
Uploaded: 2013-06-11T19:58:56+00:00
Duration: 1 min 12 s
Channel: Jim Lukaszewski
Description: In this instructional presentation, crisis communication expert Jim Lukaszewski outlines the essential actions to take during the first 37 to 60…

11 Jun 2013 · 1 min

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1:12

In this instructional presentation, crisis communication expert Jim Lukaszewski outlines the essential actions to take during the first 37 to 60 minutes—what he calls the "golden hour"—after a crisis erupts. He presents a concise five‑step framework: (1) stop the production of additional victims; (2) manage the victim dimension by working directly with victims, their families, and survivors; (3) communicate with employees and internal stakeholders using brief, repeatable sound bites of about 75 words; (4) notify government agencies and any other parties that need to know; and (5) address self‑appointed commentators, including media and other bloviators, to control the narrative. The emphasis is on rapid, coordinated, and clear actions to mitigate harm and shape perception during the critical early window of a crisis response.

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I'm often asked, you know, what should people do and not do in the first 15 seconds? But the better question is, what should they do in general when responding to a crisis? Five steps, which I'll just quickly review. The first step is to stop the production of victims. Stop the production of victims. The second step is to manage the victim dimension. Work with the victims, their families, the survivors, because they're the ones who are most adversely affected by what's going on. They're. Third, talk to employees, internal audiences, allies, groups who have an interest in what you're doing, and do it in brief sound bites. I usually advise something like 75 words, sound bites that people can remember and repeat if they need to later on. Fourth, it would be government agencies, people you report to, people who have a need to know that something has happened but weren't necessarily directly affected. And finally, my favorite group, the self appointed, the self anointed. These are the bloviators, the bellyachers, the backbench commentators and the media who opt in just because they can and just because they will. Now, keep in mind, I've just Described the first 37 to 60 minutes of your response. All of these things have to happen in that first golden hour.