Bimbo Banter

How To Tell People Not To Panic

  • Crisis
  • March 20, 2020
  • by Spaeth Communications

As readers of our BIMBO Memo know, convincing someone not to panic isn’t achieved by saying “Don’t panic.” This is fast becoming one of the top denial mistakes in recent history. It’s understandable. When there’s great uncertainty and potential deadly risk, the authorities recognize that panicked people rush to stores, hoard household goods and make bad decisions. Oops. Too late. The problem, as we have preached for years, is that when listeners hear a command such as “Don’t panic,” they overlook the denial and hear the opposite of what the speaker is trying to say. Throughout the COVID-19 crisis, companies and news outlets have fallen into this trap. A few of the best examples we’ve seen of misguided headlines include:

In our break room is a sign, “Keep calm and walk the dog.” Despite the headlines above, we know that’s what authorities are trying to convey. But how? Spokespersons can handle the situation by saying, “We know what you’ve heard. We’re reading the same reports. And while we don’t have all the answers, and won’t for the foreseeable future, we do believe that we all need to pull together. There’s plenty of advice of what not to do—shake hands, touch your face, etc.—but let’s focus on what to do, and that’s, keep calm and use common sense. Pass these words on.”

You May Also Like


Can A Tie Produce A Win?

Has Pro Football Hall of Fame wide-receiver Randy Moss found a path out of the tricky situation the NFL finds itself in? The issue, of course, is the situation with the national anthem and Old Glory, the American… more 


Is Your Company Ready For a Cyber Attack?

A recent news story tells the tale of government workers in a small Alaskan town who became dependent upon typewriters to do their jobs after cyber criminals infected their computer systems with ransomware. How are your typewriter skills?… more 


Choose Wisely: How Papa John’s Proved Hiring the Right Crisis Communications Firm Matters

Readers of the BIMBO Memo are familiar with our focus on “bad words” and their tendency to replicate and cause trouble. This is certainly true of Papa John’s founder John Schnatter and his now-infamous use of the “n-word.”… more 

Back to Top