A crisis doesn’t wait for you to get organised. For SMEs, the first 24 hours after a data breach, product issue, or public mistake are the difference between a temporary setback and long‑term reputational damage. Research from the Institute for Crisis Management shows that nearly two‑thirds of crises are smouldering issues—meaning they escalate because organisations weren’t prepared or didn’t communicate early enough. Speed, clarity, and consistency are your greatest assets.