The Crisis Messaging Lab

Documentation

This clip was chosen because it’s a great example of what happens when documentation and protocols are vague, poorly structured, and non-standardized, which are all potential risks during crisis communication. Pickles struggles to read the document and even articulate his question. In crisis communication poorly written documentations gives way to misinterpretation and incomplete information (Ebbers et al., 2022). While it’s impressive that number 421 was able to answer “what you most can’t the least” he could only give an ambiguous answer because he was given an ambiguous question. Skwisgaar’s affirmation of the answer as good is an example of how weak documentation systems serve to normalize poor data, instead of flag it. During or after a crisis poorly written documentation can waste precious time, sometime even up to 25% of a work day (Computer Business Review, 2007). Nathan’s question about embezzlement has no verification other than 421’s denial. This demonstrates that there are no accountability protocols or evidentiary standards which are all signs of a poorly managed crisis (Reynolds & Seeger, 2005).

Instead of:

“Are you the guy that’s embezzling from us?”

The question should be

“Please confirm whether you accessed any accounts from which unauthorized withdrawls occured between [date range]. Documentation may be requested.”

That question should have corresponding documentation. Poor documentation doesn’t just affect how a situation is assessed, it also affects what lessons are learned (Bergstrom et al., 2025).

Note. Screenshots from Murdering Outside the Box (Season 1, Episode 12), from Metalocalypse (2006), directed by Jon Schnepp. Cartoon Network Studios.

Documentation is one of the most important foundations of effective crisis response because it creates a reliable record of what happened, what was done, and why decisions were made. In moments of uncertainty, clear documentation supports coordination, accountability, and continuity, while also helping organizations reduce confusion and strengthen trust. When a crisis unfolds quickly, documentation becomes more than a routine administrative task; it becomes evidence, a communication tool, and a safeguard for future action.