When crisis chooses you: Lessons in leadership and resilience for small business owners

I didn’t choose a career in crisis communications — it chose me.

Like many people who graduate with a degree in communications, I started out in advertising — the shiny, happy side of the marketing–communications–public relations world. It was fast-paced, creative, and client-focused.

Over time, I built expertise in branding and PR and found my way into the corporate world; eventually landing at FedEx, where I learned how large, global organizations build trust, protect their reputations, and respond to challenges.

But no matter how much planning or creativity went into my work, I quickly realized that things don’t always go as expected. Crises happen. And when they do, leaders are defined not by how well things go on a good day, but by how they respond when everything goes wrong.

Avoid or soften the crisis

Crisis communication isn’t just about managing the message — it’s about leadership and preparation. 

Many crises can be prevented, or at least softened, if you pay attention to early warning signs. I spend a lot of time scanning both internal and external environments for potential trouble. If something raises concern, I proactively prepare a statement just in case it’s needed. 

It’s also advisable to spend time making deposits in your goodwill bank. Make a commitment to be involved in your community, support causes, and give back. Make sure you tell those stories well in advance of any impending issues. The trust you build in your brand before a crisis can help ease the erosion of trust during one.

The “Golden Hour”

If you can’t avoid the crisis, the most important rule is to do no harm. Don’t rush to speak before you have facts. Still, there’s a brief window of opportunity, often called the “golden hour,” when silence can cost you control of the narrative.

My philosophy is to release a holding statement within an hour of learning about the issue. This doesn’t mean you have all the answers; it simply acknowledges your awareness of the situation and your commitment to providing updates as information becomes available.

Document everything 

In a crisis, details matter. Clear, organized records help you manage-rapidly changing situations and protect your business legally and operationally. 

• Keep a crisis log. Record key decisions, who made them, and what guided those decisions.
• Save all communications. Emails, texts, and social media messages show how events unfolded.
• Create templates. Draft holding statements, media responses, and customer updates in advance. You’ll thank yourself later.

Know when to ask for help

One of the hardest things for any leader is admitting when they need help. But in a crisis, asking for help isn’t a weakness; it’s a strength.

Sometimes that help comes from within the company. Other times, it means calling in outside support from a PR firm, crisis consultant, or legal advisor.

If you can, build those relationships before you need them. Network with peers, join professional associations, and identify trusted partners who understand your business and values. 

Lead with your head and your heart

In crisis communications, facts and empathy must work hand in hand. Your employees, customers, and community need to hear the truth. But they also need to know you care.

I’ve led teams through some of the toughest moments in business, and I’ve learned that tone, timing, and transparency make all the difference. As a leader, your reaction sets the tone for everyone around you. If you remain calm, honest, and compassionate, your team and customers will follow your lead. If you panic or retreat, they’ll feel that too. 

Leading with both head and heart means balancing logic and emotion by addressing the facts clearly while showing humanity in your words and actions.

Learn, review, and improve

Every crisis, no matter how painful, is a chance to learn.

Once the immediate situation is resolved, hold a post-crisis review. Ask your team:

• What went well?
• What could we have done differently?
• What processes need to be updated or created?

Crises reveal the cracks in our systems while also highlighting our strengths. Use both to grow stronger.

Build your own crisis tool kit

Every small business should have a simple crisis management tool kit. It should include:

• A list of key contacts (employees, vendors, local authorities, media).
• Social media and internal communication protocols.
• A post-crisis recovery plan to rebuild trust with customers and employees.

Don’t just create it — practice it. Run mock scenarios once or twice a year so your team knows what to do and who’s in charge.

Crisis reveals character

If there’s one thing I’ve learned, it’s that a crisis doesn’t just test your communication skills. It also tests your character.

Whether you lead a global company or a neighborhood business, your ability to respond with clarity, compassion, and courage defines your brand more than any marketing campaign ever could. Real leadership isn’t about avoiding problems — it’s about guiding people through them with honesty, humility, and heart.