When your startup is in a crisis, communication can be the difference between life and death.

When things get tough, your staff will panic.

Rumors will fly.

Trouble-makers will make trouble.

Your external threats will be compounded by internal threats, lowering your odds of survival.

Eliminate internal headwinds by minimizing internal uncertainty.

Communicate. Tell people what’s going on.

Even if nothing has changed, tell everyone nothing has changed.

Every single day.

Don’t allow for a gap for misinformation to creep into and sow the seeds of panic.

In a crisis, communication is everything.