Information moves faster than ever, and for organizations that suddenly find themselves at the center of viral attention, the stakes can escalate quickly. A surge of visibility can create opportunity, but it can also expose weaknesses, fuel speculation, and amplify scrutiny. When viral moments turn into crises, silence is no longer neutral. “The biggest danger is to be in the black hole,” says Public Relations and Brand Strategist Torund Bryhn, Founder of Public Figure Agency. “In that black hole people will use their imagination.”
It becomes a catalyst for misinformation and reputation damage. The leaders who navigate explosive situations most effectively understand that narrative control begins long before all the answers are available. Below, she shares her insights on the new rules of crisis escalation.
Navigating Viral Moments
Many organizations still operate with outdated assumptions about crisis communication. “Before it was called the golden hour. Then it was the golden 15 minutes. I would actually say it’s the golden 15 seconds,” she says. This requires what Bryhn calls the “non-information information response.” The objective is to acknowledge the situation immediately, while explaining the process underway to address it.
“I see you, I hear you, and this is what we’re doing.” Whether the issue involves a systems failure, a public controversy, or a surge in demand that crashes a website, the principle remains the same. An immediate media response prevents a vacuum from forming, while buying valuable time to gather facts. This approach is increasingly important as viral moments unfold across multiple channels simultaneously, creating pressure on leaders to communicate before they feel ready.
Why Speed and Substance Are Not Opposites
Conventional wisdom often frames crisis management as a choice between speed and accuracy. Bryhn argues differently. “It’s not speed or substance,” she says. “You have to have speed and substance.” The substance, at least initially, is not necessarily the answer. It is the process. By explaining what is being investigated, when updates will be provided, and how decisions are being made, organizations demonstrate accountability without overreaching.
This form of executive communication serves to also reinforce credibility. Audiences are often more forgiving of uncertainty than they are of perceived avoidance. “People respect leaders more when the process is explained transparently,” Bryhn says.
The challenge is maintaining message discipline throughout the lifecycle of the crisis. Initial statements must evolve into meaningful updates, supported by facts and visible accountability. Otherwise, the response risks becoming performative rather than substantive.
Rebuilding Trust Before You Need It
The organizations best positioned for rebuilding trust after reputation damage are often those that invested in credibility long before trouble arrived. It can take decades to build a reputation and only minutes to damage it, a sentiment often attributed to Warren Buffett. As AI-generated content, deepfakes, and misinformation become more prevalent, credibility is increasingly shaped by relationships, industry involvement, thought leadership, and trusted networks. Stakeholder alignment becomes easier when organizations have already established goodwill with employees, customers, partners, and media contacts.
“We are two people today,” she says. “We are the analog person and the Internet person.” Bryhn advocates regular tabletop exercises that force teams to confront potential crisis scenarios before they happen. The process creates organizational muscle memory and supports rapid mobilization when real events occur.
Owning the Narrative Before Chaos Arrives
The future of strategic communication during chaos may depend less on social media reach and more on owned platforms. Bryhn believes leaders should think of themselves as media companies, building assets they control rather than relying exclusively on rented audiences.
“Create your own media company,” she says. That does not mean becoming a content creator for its own sake. It means establishing credible channels where audiences know to find reliable information. During a crisis, customers, journalists, and stakeholders increasingly seek primary sources rather than commentary. “When a crisis hits, what will happen then is people will go to your website,” she says. “That’s where you can control your narrative.”
From Crisis to Comeback Narrative
The cost of viral mistakes can be significant, but the outcome is not predetermined. Organizations that survive and recover often share the same characteristics: preparedness, empathy, and transparency. In an environment where attention moves instantly and narratives form within seconds, the ability to combine rapid mobilization with authentic communication may be the defining leadership skill of the decade.
Follow Torund Bryhn on LinkedIn for more insights.
