It’s “Rapid Response,” Not “Rapid React”: How Brands Should Handle Commenting on Current Events
We’ve all been there: Something big happens, and the inevitable questions arise: “Do we SAY something about this? If so, what? Who needs to approve it? How can we get this done with quality on top of our regular responsibilities?”
One of the biggest brand touchpoints businesses struggle with is knowing when and how to communicate around current events.
Rapid response communications — knowing when and how your brand should speak on current events — is one of the most consistently mishandled challenges in strategic communications.
People are discerning, especially these days. A friendly brand who behaves disingenuously has the same effect as a friendly person who behaves disingenuously: the friendliness starts to feel manipulative.
When Silence Is Also a Statement
Similarly, people notice when a brand stays silent on something that feels directly relevant to its values. If the ultimate decision is not to speak out, everyone internally should be aligned on why, and prepared to explain the reasoning. The key isn’t to react to everything. It’s to respond.
Why Rapid Response Is So Hard to Get Right
Communicating around current events is taxing and requires multiple stakeholders to weigh in: first to assess relevance and alignment with brand values, then to decide if and how to respond, draft and refine messaging, determine the right channels, and anticipate potential reactions – all while ensuring the moment hasn’t already passed, and juggling everything else on their plate.
Four Questions Every Brand Should Ask Before Responding
Brands should have a clear, strategic framework and process in place for evaluating when to speak, how to align messaging with their core values, and how to anticipate and navigate the response when these moments hit. Ideally, someone capable can be tasked with monitoring relevant issues, establishing a clear process for deciding when and how to respond, and creating a rubric or decision-making flowchart.
The evaluation process should address at least four core questions::
Is this issue relevant to our brand and audience?
Will speaking (or staying silent) be consistent with our values?
What is our intent: are we taking a stand or simply engaging in the conversation?
Are we prepared to respond thoughtfully if there’s pushback?
This ensures that when the moment comes, responses aren’t reactive: they’re strategic, intentional, and brand-aligned.
How Message & Muse Can Help
One of the services I’m offering with Message & Muse is to help teams or individuals set up their rapid response infrastructure: the who/when/how of it all.
I also can come in and provide guidance around specific rapid response moments and help draft a statement that is wholly authentic to your brand, constructive in the context of the larger conversation, and strategic in the sense that it represents your brand’s highest mission.
If you find yourself constantly reinventing the wheel and struggling with rapid response over and over again, reach out. I love helping people make this process more efficient and find the words that feel good and right.
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