11 questions reporters most frequently ask in a crisis

“What did you know, and when did you know it?”

These can be two nerve-wracking questions for any CEO who finds their organisation at the centre of a crisis, especially where there are accusations of an inadequate response. 

Here are nine more:

1. Who is to blame for this? 

2. Why didn’t you act earlier? 

3. Will you apologise to the victims?

4. What’s the worst case scenario?

5. What haven’t you told us? 

6. Why should we trust you? 

7. How will this impact your reputation? 

8. Can you guarantee it won’t happen again? 

9. Will you resign?

None of these requires any great skill or background knowledge by a reporter to ask. And in a climate of mistrust, your customers may be asking the same thing. 

They can be challenging to answer when you’re suddenly in the media spotlight.

Two of the last three Boeing CEOs were asked the “Will you resign?” question over the 737 Max crisis.

Empathy and transparency always work better than defensiveness.

Acknowledge those impacted, show responsibility, and say what you are going to do to make things right. This is easier said than done.

CEOs and executive leaders should routinely practice crisis media interviews so they’re prepared to handle questions like these.