By Mike Szudarek, Marx Layne & Company

In the high-stakes, pressure cooker world of crisis communications, every decision matters. Whether facing a product recall, a data breach, or an attack on your reputation, executives are tasked with making rapid, impactful choices under pressure. And more often than not, this is done with incomplete or partial information; or lack of any pre-determined methodology. At Marx Layne & Company, we believe that effective crisis communications is fundamentally rooted in smart decision-making. By grounding your approach in logical, disciplined process, science-based whenever possible, you can make more informed decisions at times of crisis. Here are a handful of tips (blending practical know-how with time-tested strategies) aimed at helping you navigate crises with better confidence and improved clarity. 

The Logic of Deciding Under Fire

When a crisis hits, it’s like a storm breaking loose — chaotic, loud, and disorienting. Neuroscience shows that stress can impair the brain’s logic hub, while our emotional center pushes for quick, gut-based reactions. This can lead to impulsive calls or getting stuck in analysis paralysis. But science also offers tools to counteract these pressures. By combining structured, evidence-based approaches with real-world experience, you can keep your head clear and make smarter decisions. Here’s how I’ve seen it work, drawing from years helping clients dodge bullets and come out stronger.

1. Get What You Need with the 80/20 Rule

You’ll never have all the facts in a crisis, it’s just the nature of the beast. Waiting for every detail is like waiting for a sale at the market when your refrigerator is completely empty. Instead, lean on the 80/20 rule, a principle rooted in decision theory: focus on gathering the 80% of information that’s most critical to understanding the situation. Prioritize verified facts over speculation and act decisively. For example, in a product recall, quickly confirm the scope of the issue and immediate risks rather than waiting for an exhaustive report. I’ve seen clients avoid PR disasters by moving fast with solid, if incomplete, data, keeping them in control of the narrative.

2. Plan for the Worst with Scenario Planning

Crises are unpredictable, but preparation can make them manageable. Scenario planning (anticipating multiple outcomes and prepping responses for each) builds mental “muscle memory,” and allows you to get the needed reps in to reduce cognitive overload when the pressure is really on. This approach, used in military and aviation training, conditions rapid, effective responses. Picture the possible outcomes, from bad to catastrophic, and map out your moves. We’ve worked with clients who’ve rehearsed everything from supply chain breakdowns to social media pile-ons. When a cybersecurity client faced a data breach, rehearsed scenarios let them pivot swiftly from containment to public messaging, staying ahead of the crisis.

3. Counter Biases with the OODA Loop

Your brain can trick you when stakes are high. Cognitive biases like confirmation bias (favoring info that fits what you believe) or overconfidence can derail decisions. The OODA Loop — Observe, Orient, Decide, Act — developed by military strategist John Boyd, is a proven framework to keep biases in check. Observe the situation with real-time data, orient by assessing risks and options, decide on a clear path, and act while monitoring results. I’ve watched executives use this to navigate employee misconduct or regulatory scrutiny, ensuring they don’t react to initial reports but assess the full scope first. This disciplined process keeps you grounded and strategic.

4. Bring in Outside Eyes for Objectivity

Under pressure, internal teams can fall into groupthink or miss critical angles. Engaging external advisors (PR and legal counsel or industry experts) brings objectivity and specialized knowledge. Research shows diverse perspectives reduce blind spots and improve decision quality. At Marx Layne, we’ve stepped in for clients facing lawsuits or viral PR nightmares, crafting responses that balance transparency with strategic restraint. For example, during a reputational crisis, we helped a client prioritize clear, credible stakeholder updates, preserving trust. Outside expertise strengthens your response and keeps you from getting trapped in the chaos.

Decision-Making: The Heart of Crisis Communications

Crisis communications isn’t just about crafting the right message, rather, it’s about making the right choices. Every press release, stakeholder call, or media response stems from a decision made under fire. Get it wrong, and you’re pouring gas on the flames. Get it right, and you can turn a crisis into a chance to show strength. At Marx Layne, we’ve guided companies through the worst by putting smart decision-making first. One client, hit with a sudden manufacturing defect, leaned on us to prioritize rapid regulator and customer outreach, using scenario planning to handle escalations. The result? A contained crisis and preserved credibility.

Each crisis will have its own character of challenges.  Most importantly, a crisis tests your ability to make tough calls fast. By blending or choosing the most appropriate strategy, whether the 80/20 rule, scenario planning, the OODA Loop, or external expertise, with practical know-how, you can steer through the storm with confidence. It’s not about being perfect, it’s about being deliberate, grounded, and ready to act. At Marx Layne & Company, we’re here to help you make those critical decisions that protect what matters most — your reputation, your stakeholders, and your future.

Got a crisis on the horizon? Reach out to Marx Layne & Company. We’ll help you navigate uncertainty with decisions that stand the test of time.