Stop defaulting to a CEO-first response in a crisis

Stop defaulting to your CEO first in a crisis.

It feels right inside an organization, around the table where all the other big decisions are made. Simply: the boss speaks for everyone, and everything.

However, that approach often fails in the public square.

After more than 25 years of acting as a media go-between, I know this to be true.

Your audience wants answers first.
Not hierarchy.

What goes wrong when the CEO goes first:

You lose escalation.
If you start at the top, you have nowhere to go if the story grows.

You pull your leader into the details too early.
Early facts shift. Timelines change. Corrections get messy.

You sideline your experts.
That creates internal tension and slows the response.

Use escalation.
Match the voice to the moment.

Start with a trained spokesperson or a coached subject matter expert.

Their job on day one:
• Share confirmed facts
• Say what you’re doing next
• Tell people what to expect and when the next update comes

When should the CEO step in?

➡️When coverage turns critical
➡️When new information changes the situation
➡️When trust starts to slip

Then the CEO shows accountability, sets direction, and explains decisions.

I realize speaking truth to power can result in pushback. If that happens, try this line:

“We’re not keeping leadership out of it. We’re sequencing leadership in line with an appropriate response.”

Question for you: who is your default first voice in a crisis, and why?

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