One of the most underrated functions inside most organizations is crisis communication. Many companies still treat it like an optional accessory instead of a core responsibility. The pattern is predictable: something goes wrong, it spreads online within minutes and the company waits days to respond. By the time they finally speak, the internet has already written the story for them. The July incident with Astronomer CEO Andy Byron and Chief People Officer Kristin Cabot proved this point. Astronomer waited two days to release a statement while the viral video built its own narrative. This was an avoidable mistake and companies continue to repeat it time and time again.
Real-Time Crises Need Real-Time Action
Today’s social media environment doesn’t give brands the luxury of “figuring things out first.”
If anything being reactive is the shortest path to losing control of your own reputation.
Here’s the real issue:
- Incidents break online instantly.
- Anyone from an employee to a bystander can upload proof in seconds.
- There’s no waiting period, no investigative buffer, no slow news cycle.
When a video or photo goes live about your company, silence is what further pushes the content to viral status. Once memes start circulating, you are no longer responding to an incident, you are now addressing a narrative the public has built without you.
The Cost of Waiting Too Long
Astronomer’s delay is a case study worth remembering. The footage of Byron and a company HR executive didn’t just sit quietly on a few accounts; it spread fast. People commented, parodies were made, people joked, speculated and filled in gaps. Yet the brand took two days before offering a statement.
Here’s what happens during that kind of delay:
- Public perception hardens before your version enters the conversation.
- Speculation replaces facts and it’s nearly impossible to correct it later.
- Brands appear unprepared which is almost as damaging as the incident itself.
When it comes to the internet, there is no pause button you can push until you can catch up and address the issue. If you don’t react quickly to acknowledge what’s happening, even if the full details are not known yet you lose the ability to guide the conversation.
Why Crisis Work Can’t Be Part-Time
In the ’80s and ’90s, brands had time when scandals surfaced because stories came through investigative journalism. That meant companies:
- Knew an investigation was coming.
- Anticipated the hit.
- Had time to build a message and a plan.
That era is gone.
Now crises come from:
- A leaked photo
- A screen recording
- A forwarded email
- An angry employee with a smartphone
- A random witness with TikTok
This is why crisis communication can’t be a part-time function. Companies need a team that is:
- Active 24/7
- Trained to assess quickly
- Prepared to issue immediate acknowledgment statements
- Able to buy the brand breathing room while facts are gathered
It’s impossible to stopped something from going viral but it’s all about mitigation and making the company look as if it is prepared for anything.
Why Crisis Communication Matters
Crisis communication is about speed, clarity and control. If a company wants to avoid being defined by the internet, they need teams ready to act the minute a situation breaks, not days later. Silence isn’t strategy; it’s a surrender and once you surrender the narrative your brand is tainted.
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Shaunta Garth is a Strategic Communications & Visibility Architect specializing in digital storytelling, media strategy and public affairs.