In Times of Crisis, What Matters More – Speed or Quality of Response?

In Times of Crisis, What Matters More – Speed or Quality of Response - Hot Paper Lantern

In times of crisis, a slow, ineffective response spells disaster for a company’s stock price. But what matters more – speed or quality of response?

Hot Paper Lantern analyzed how 80 companies communicated during a significant crisis event. The research shows that how and when a company responds to a crisis is directly linked to the performance of its stock price over the short- and long-term.

In a perfect world, a swift and effective crisis response is ideal; however, our data reveals that if companies need to sacrifice one over the other, taking more time to respond with intention takes precedence over a quick, yet insufficient response.

Communications professionals are using this data to assess their company’s level of crisis preparedness and to demonstrate to their leadership the potential financial impact of being unprepared.

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