Evaluating Crisis Adjacency: When Is It Your Moment to Respond?

Sometimes, it’s hard to discern whether a crisis taking place simply involves your organization or whether it’s a crisis directly impacting your organization. Often, our first instinct is to engage, take over and protect our reputation, when in fact, the crisis is not ours to own but is instead adjacent to our organization. 

By inserting ourselves into a crisis that is not “ours” to address, we can inadvertently end up making the crisis about our own organization when, instead, we should be watching closely from the sidelines.