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You might know what to do in a crisis, but do you know what you should absolutely NOT do when sh*it hits the fan.

As a startup, you’re probably thinking, “we’ve got this” or “we know what to do when sh*t hits the fan“. But do you know what not to do when there is a crisis? 

Here are 3 things your startup should not do during a crisis.

#1 Forget who your audience is. 

You know who your audience is, you’ve been focusing on them for a long time, but in a crisis, you’re probably going to forget the basics. In a crisis interview, startup founders can forget that the journalist is not your audience. They are only the medium that you use to convey your message to your target audience. 

#2 Don’t be a stupid startup 

You should also ways think like a startup but not like a stupid startup. Leverage your startup mindset but being fluid and agile but don’t aim to be the ‘cool’ startup in a crisis. This means you need to prepare for any scenario – you need to document it. 

Sounds like a princess? It is. Startups need to be methodical and “corporate-like” when they prepare for a startup to avoid being too witty, funny or quick. During a startup, you will need to handle communications seriously.  

#3 Do not let your emotions get the best of you

In general, you should not let your emotions get the best of you. Startups are always surprised by how quickly emotions can impact you when handling a crisis. 

Take, for example, a crisis interview. Journalists tend to try to get an emotional response from you. It is a technique to get you to say something they can use in their reporting. Stick to the facts and understand that some interviews will be hostile and provoke you; your job is to keep calm and to stick to the facts. 

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