How to Handle a Crisis 

Jim Rocco and Thom Weidlich, editors of Sports Crisis Communications, explain the most important steps to managing a crisis.  

LOWELL THOMAS, October 20, 2025- On Monday night, editors of Sports Crisis Communications: Cases and Controversy Jim Rocco and Thom Weidlich spoke during the speaker series press conference in the Lowell Thomas Communications Building at Marist University. They answered questions about the book and gave important tips on how to handle a crisis situation.  

“It's frustrating that so many organizations don't want to prepare,” said Rocco.  

Being prepared and anticipating a crisis is one of the most important steps to handling a crisis. Rocco mentioned anticipating a crisis throughout the press conference, as it often can prevent a crisis before it happens. Anticipating the potential backlash of a decision or being prepared for the worst-case scenario will only help to prepare yourself for the next steps once it arrives.  

“Timeliness is important, but being correct is more important,” said Rocco.  

When faced with a crisis, there is often misinformation associated with it when it first becomes public. This is only heightened by the magnitude of the crisis. However, as important as it is to be quick with a response, it is just as important to have the facts. Weidlich explains that this is the intersection between journalism and communications. Journalists often rush to be first, but it is imperative when handling a crisis to be correct in what you're addressing.  

When addressing a crisis, it is also important to know that everyone has a different perspective. It goes back to the emphasis on anticipation, as you need to anticipate how certain people will react to different things. To handle a crisis, you need to be able to be decisive in your handling of it and know your position of things as an organization.  

“You're going to upset one side or another, so you need to know what's your position,” said Weidlich. 

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