By Starr Hall
Author, Publicist, and the one who whispers “pause” to CEOs mid-crisis

Congratulations! You’re in a Crisis.

Maybe your CEO accidentally liked a controversial tweet.
Maybe a deepfake of your founder doing karaoke in his underwear just went viral on TikTok.
Or maybe a competitor is spreading “alternative facts” in a group chat with your biggest client.

Either way, your heart rate’s up, your Slack is melting, and your team is asking:
“Do we say something? Say nothing? Call our lawyer? Post a meme?”

Welcome to Crisis Management: 2025 Edition. It’s messy, fast, full of AI-generated nonsense, and the stakes are higher than your ex’s expectations. Let’s break it down.

1. Crisis Triage: What Are We Dealing With?

Before you hit “mass email” or open a Notes App apology, stop and ask:

• Is this real, or is it AI-generated nonsense?
  Deepfakes, voice clones, and screenshot fakery are rampant. Don’t respond to a fire unless it’s actually burning.

• What’s the source of the crisis?
  Employee slip-up? External attack? Legal matter? Bot-fueled rumor mill? Classify the enemy.

• Is it contained or viral?
  If it’s a niche subreddit, you might monitor quietly. If it’s trending on X/Twitter, the Associated Press- call the cavalry.

Pro Tip: Use AI detection tools and reverse image search before reacting. The internet is full of lies in HD.

2. Form Your Crisis Squad BEFORE You Need Them

You can’t build a lifeboat while you’re drowning. Your squad should include:

• A lead communicator (probably you, hello)

• A decision-maker (someone with legal and brand authority)

• A tech wizard (to sniff out deepfakes and bot activity)

• A spokesperson (preferably not the person who caused the crisis)

• A legal voice (someone who knows what NOT to say publicly)

Also useful: A therapist. A group chat titled “Damage Control.” And a meme maker, because sometimes humor wins hearts.

3. Control the Narrative, Don’t Chase It

Silence can be strategic- but don’t confuse that with inactivity.

✅ DO:

• Acknowledge receipt of concern quickly.
  “We are aware and reviewing.”

• Get your facts straight before saying anything else.

❌ DON’T:

• Panic-post.

• Let an intern tweet an apology.

• Say “we take this seriously” without proof you actually do.

Golden Rule: The first credible voice usually becomes the voice. Be early. Be factual. Be human.

4. When the Crisis Has Legal Teeth, Don’t Wing It

This isn’t just about social media mobs, it’s about liability. If the crisis involves lawsuits, IP theft, harassment, contracts, defamation, SEC inquiries, or boardroom drama:

• Coordinate with legal BEFORE you say a word publicly.
  Even a casual post can be used in discovery. Or worse, in court.

• Use controlled, non-inflammatory language.
  Say: “We are aware of ongoing legal proceedings and are cooperating fully.”
  Not: “We’re being attacked by a bitter ex-business partner with no integrity.”

• Know when to go silent.
  Sometimes the best strategy is a holding statement and total radio silence. (Yes, it’s uncomfortable. Do it anyway.)

• Don’t let legal lead the entire message.
  Their job is to protect. Your job is to communicate. Balance risk with authenticity.

• Public ≠ transparent ≠ careless.
  Transparency builds trust, but oversharing legal strategy destroys it.

5. Leverage AI… But Don’t Let It Speak For You Alone

AI tools can help:

• Summarize chatter across social, news, and internal channels

• Draft holding statements (you edit!)

• Detect bot amplification or coordinated attacks

• Monitor sentiment in real time

BUT.

Please don’t let ChatGPT write your apology or deep-dive legal defense unedited. You’ll sound like a synthetic candle company trying to be human.

6. Channel Your Inner Olivia Pope: Message with Muscle

If you need to respond publicly:

• Lead with ownership or clarity
  “Here’s what we know, what we’re doing, and what we’re learning.”

• Be brief, bold, and believable
  No jargon. No “leveraging synergies.” Just talk like a human with a conscience.

• Visuals win
  A clean, branded crisis update page or explainer video beats 12 Tweets and a blog post.

• One voice, many platforms
  Keep it consistent across website, social, internal, press.

7. Own the Echo Chamber

• Respond in the spaces where the fire is burning (Twitter/X, Reddit, Slack, Instagram).

• Use your brand loyalists to support the truth. Arm them with facts.

• Don’t argue with bots or trolls. That’s like shadowboxing with smoke.

Advanced Move: Use AI tools to trace misinformation origin points. Sometimes the firestarter is a competitor, a disgruntled ex-employee, or a rogue bot farm in Moldova.

8. Aftermath: When the Dust Settles, Be Better

Crisis = exposure. It reveals your weak spots. Use that:

• Review your media and message policy

• Audit internal security (access, info leaks, social logins)

• Build Crisis Protocols 2.0: Fast lanes for message review, approvals, and updates

• Add “deepfake response simulation” and “public legal crisis drill” to your next tabletop exercise

TL;DR: Crisis Commandments for the AI Age

1. Pause, verify, classify.

2. Communicate clearly and early.

3. Use AI tools but keep the human touch.

4. Control the narrative, don’t chase it.

5. Consult legal, and keep messaging smart—not messy.

6. Debrief, document, and get stronger.

Final Word:

In a world where anyone can clone your voice, fake your face, screenshot your text, and fabricate a scandal in 6 minutes with Midjourney and ChatGPT, your only defense is authenticity, speed, legal wisdom, and clarity.

Or, as I like to say:

“When in doubt, breathe, check your sources, call your lawyer, and don’t let the intern tweet.”

Want a free crisis checklist that doesn’t suck? Or a 1:1 consult before your brand burns down? You know where to find me. 

P.S.
In the heat of a crisis, I always remind teams to P.A.U.S.E. – a framework to stay grounded, clear-headed, and communicative:

• P – Prepare your mind (take a breath, regulate emotions, no knee-jerk reactions)

• A – Assess the facts (what’s real, what’s noise, what’s legal)

• U – Understand the impact (internal, external, reputational, legal)

• S – Sync with your team (internally align messaging and next steps)

• E – Execute strategically (only after steps 1–4 are complete)

It’s not just a cute acronym, it’s your crisis compass. Share it in your team Slack, jot it on a whiteboard, or drop it in an internal memo. Just don’t forget to actually pause. That’s where your best decisions live.

With calm in chaos,

Starr Hall

Publicist | Strategic Crisis Management & Messaging Expert

📢 Image, Influence, and Impact – Even Under Fire