First Impressions in a Crisis: Why the First Story Always Sticks

Imagine this: your best friend vents about their partner after a massive argument. Naturally, you side with your friend. They’re emotional, hurt, and in need of comfort—not a balanced debate. In their frustration, they conveniently skip over the fact that they started the argument by scrolling through their partner’s texts without permission or that their partner apologised hours ago. Now, you’re left with a very one-sided version of events. No matter what their partner says later, your opinion of them is already coloured by that first dramatic telling.

Now imagine a pair of siblings racing to their parents after a fight. Each one is desperate to share their version of events first, knowing that’s the story most likely to be believed. It’s instinctive—and it’s the same when it comes to public crises. If you don’t get your side out first, someone else will, and their version might shape the narrative entirely.

This is exactly how public crises work. When a scandal breaks, the first story becomes the one that sticks in people’s minds. Psychologists call this the “primacy effect,” where the initial information we hear heavily influences how we process everything after. A crisis for a public figure or brand is no different: if the first version of events paints them in a negative light, convincing people otherwise is an uphill battle.

Take this to a broader stage. Studies show that the majority of people believe the first news they encounter, even if it’s proven false later. A recent survey by Edelman found that 63% of people don’t revisit news stories to see if updates or corrections have been issued. This means if you don’t take control of your crisis narrative from the get-go, you risk losing credibility—even if the story is complete nonsense.

Letting your crisis “break” without a plan is like letting your bestie’s partner explain their side hours later to someone who’s already made up their mind. It’s not fair, but it’s human nature. People are wired to emotionally attach to the first thing they hear, especially if it sparks outrage, sadness, or empathy.

This is why speed matters in crisis PR. The goal isn’t just to be the first to speak, but to be the first to make sense. Clear, honest, and consistent messaging sets the tone and prevents misinformation from taking root. Once a false narrative gains traction, it’s like trying to erase permanent marker with a dry tissue—it smudges everywhere and leaves a mess behind.

Why Predictable Issues Need a Plan

While some crises come out of nowhere, others are entirely predictable—think product recalls, employee misconduct, or an old tweet resurfacing. For these scenarios, having a crisis plan in place can make the difference between damage control and total disaster. A ready-made statement, a list of key contacts, and a clear step-by-step plan can save you precious time when the clock is ticking.

Instead of scrambling for the right words or debating who needs to respond, a plan ensures you can act immediately, giving you the best chance to control the narrative before misinformation spreads. It’s not just about speed; it’s about being prepared to handle predictable problems without the panic.

In the world of public perception, hesitation equals guilt—or at the very least, incompetence. By planning ahead, you can buy yourself time to address the deeper aspects of the crisis while reassuring your audience that you’re in control. And when people see you’re in control, they’re far more likely to believe your side of the story.