4 Questions You Will Be Asked In Every Crisis Interview

by | Jan 26, 2023

When your organization is in crisis mode, answering questions from the media is likely the last thing you want to do.  To avoid saying the wrong thing, watch this Solv Pro Tip from Nicole Harris. 

Nicole is a former network television news reporter and anchor. In this video, she shares some tips to keep you from falling prey to any media trap.


Hi, I’m Nicole Harris, Founder and Lead Trainer at Solv Communications. And in all the years that I’ve reported on risk situations, there was always four questions that I would ask company spokespeople in any crisis.

The first one, obviously, is what happened?

The second one, why did it happen?

The third one, what are you doing to fix the situation?

And the fourth one, who is to blame?

Now it’s important to remember that in any crisis, you need to stick to answering what happened and what are you doing to fix the problem. Why it happened and who’s to blame enters the realm of speculation.

It’s important you steer clear of questions like that, because it leads to more damaging headlines and deeper reputational crisis.

So stick to what you know about the incident, rather than commenting on what might have happened or any potential consequences. Thanks for watching.

Nicole Harris

Nicole Harris is the Founder and CEO of Solv Communications, a leading Reputation Management and PR agency in the Prairies. As a former network television news anchor and reporter, Nicole has gained deep insight into the power of earning trust through strategic communication. Over her 15-year career in the media she has covered some of the most high- profile risk management stories including cyber breaches at Fortune 500 companies, product recalls, workplace violence and everything in between. Nicole and her team’s extensive industry knowledge and strategic guidance will help you focus on what is in your control to mitigate risk and minimize damage to your reputation. It’s all about prioritizing strategic planning to spot an issue, effectively manage it, and develop action plans to safely steer you through any situation before it damages your reputation. Nicole has developed and delivered bespoke reputation management, strategic, and media training for senior executives, board members, politicians, and celebrities.