handle the problem. skip the crisis.

A few years ago, my team launched an SMS program. The implementation went smoothly, and before I knew it, we were live. I was excited to learn a new platform and was in there with the rest of the crew setting up messages.

One day, I scheduled a product launch message for the next morning. I triple-checked the copy, tested the link, made sure it was approved, and left the office feeling good.

The next morning, I saw the message pop up on my phone and felt instant dread. I couldn’t immediately put my finger on why, but I knew that something was wrong. 

When my brain caught up to my intuition, I realized that the message had gone out before the products were live on the website. 

Cue the crisis.

Here’s the thing: there’s rarely a true crisis in marketing—or in business, for that matter.

That’s not to say big problems don’t arise. They absolutely do. Mistakes happen. Sometimes they’re expensive, sometimes they’re public. I’m not dismissing that.

I am, however, asking you to pause, and consider what a true crisis is: a global pandemic, war, natural disasters.

To me, those are crises. 
Everything else is manageable.

That said, mistakes and issues will happen at work—and they deserve to be taken seriously.

Acknowledging the gravity of a situation without letting it spiral into "crisis mode" or adding unnecessary drama is key. After all, when the stakes are high, the reactions can be too.

I’ve spent most of my career at smaller companies, which has meant being in close proximity to leadership—listening, communicating, and navigating the daily challenges. Along the way, I’ve seen—and made—my fair share of mistakes.

So when I say that problems can be managed without spiraling into crises, I speak from experience. Mistakes are inevitable, but how you handle them is what matters.

Let’s get into it.

1. Breathe.

Gentle reminder not to skip this. A few deep breaths can go a long way in helping you reset before jumping into solution mode.

2. Acknowledge what happened.

Start by naming the problem. Let people know what’s going on and share the facts you have so far. Keep the circle tight—stakeholders and anyone whose work is directly affected. 

Looping in too many people too early can lead to unnecessary questions, pressure, or speculation that can make the issue feel bigger than it is. Clear, focused communication helps keep the problem manageable—and keeps it from turning into a crisis.

3. Validate without feeding the flames.

This part matters. If someone around you is treating the issue like a crisis, meet them with empathy—not dismissal. You can acknowledge the seriousness without escalating the response. (Read that again.)

Something as simple as: “Yes, this is a problem. I understand it’s serious, and I’m working to assess and share the impact.”

There’s no value in repeating how bad it is—it’s already happened. What matters now is stopping the bleeding and getting clear on the impact.

4. Frame the impact honestly.

People are going to want to know exactly what happened, who’s been affected, and what’s already in motion. The clearer and more direct you can be here, the better.

In my case, that meant sharing:

• Why the message went out early—based on what I knew at the time

• How many people received it (plus average click rates to estimate how many were likely to engage)

• That I had stopped the remaining sends and was actively exploring ways to acknowledge the mistake and follow up with affected customers

These conversations can feel like the hardest part—but they’re where trust is built. Clear, straightforward communication shows that you’re on top of the issue, and it helps everyone shift from problem to solution.

5. Move forward without overcompensating

The best thing you can do is own the mistake, acknowledge it clearly, and be part of the solution. You can’t undo what happened, but you can help ensure it doesn’t happen again.

Often, the most effective apology is action: putting checks and balances in place to prevent repeat issues.

To close the loop, offer a plan or timeline for resolving the issue and following up with everyone. If it’s necessary, write up a broader message to get everyone on the same page and let them know what happened.

I’d be remiss not to point out that sometimes, a mistake is just that—a mistake. And the truth is, no amount of process can eliminate every one. You’re human. That’s okay. (Steps 1 through 5 still apply.)

In most cases, the problem will fade—but how you handled it won’t.

The way you manage through it—without allowing it to turn into a crisis—is what builds long-term trust. Calm, clear, and accountable communication is key.