Breaking news spreads quickly, leaving nonprofits and brands often feeling pressure to respond right away. But not every situation calls for immediate engagement. Without a clear strategy, responding too soon—or not at all—can actually backfire, making the situation spiral out of control.

That’s where a decision tree comes in. A decision tree is a visual representation that maps out possible decisions and their outcomes. Decision trees allow you to see all possible paths to take and where they will leave you. Having a structured decision-making process will do wonders for your teams to assess whether to engage with breaking news, what factors to consider in making informed decisions, and how/when to move forward strategically.

This guide will walk you through key steps to create a breaking news response plan decision tree, as well as the critical questions you ask before making a public statement.

Sample Decision Tree

Yours doesn’t have to be exactly like this—it should reflect your organization’s unique mission, values, communication priorities, and the common questions your team faces, so you’re prepared to respond with confidence.

Here’s an example:

1. Does this directly relate to our mission or expertise?

Yes → Move to Step 2.

No → Do not engage; monitor the situation.

2. Is our audience looking to us for guidance?

→ Yes → Move to Step 3.

→ No → Do not engage; monitor the situation.

3. Are there potential risks to speaking out?

→ Yes → Weigh risks vs. benefits and consult internal stakeholders.

→ No → Proceed with crafting a response.

4. Do we need to pause other communications?

→ Yes → Decide when and how to resume.

→ No → Continue normal content.

5. Execute response and monitor reactions.

Visual:

A well-structured decision tree allows organizations to navigate breaking news with confidence, ensuring responses are intentional rather than reactive. By gathering information, assessing risks, and aligning messaging with your values, your team can maintain credibility and trust.

Step 1: Gather Information and Assess the Situation

Before reacting, take time to understand what’s happening. The first 24 hours of a news event are critical for gathering reliable information.

Ask:

What happened? Confirm facts from credible sources.
Who is involved? Identify key stakeholders, including your audience, industry, or organization.
Does this directly impact our mission, values, or expertise? Evaluate whether the issue aligns with your organization's purpose or areas of focus. If it's outside your mission, consider if your voice would add value to the conversation.
What is the public consensus? Monitor conversations on social media and in the press to know what people are saying about the matter.
Who needs to be in the room? Ensure leadership, PR, legal, and crisis response teams are informed.

If the situation is still developing, it may be best to wait and continue monitoring before taking action.

Step 2: Define Your Role in the Conversation

Not every breaking news event requires a response. Consider:

Are people looking to us for guidance or a statement?
Will our audience be directly affected by this event?
Do we have authority or expertise to contribute meaningful insights?
Could our silence be perceived as indifference or complicity?

If the answer to any of these questions is yes, it’s worth considering a thoughtful response. Your audience may be looking to you for reassurance, and staying silent could risk your credibility or trust with them.

If the answer to these questions is unclear, continue gathering information and preparing internally while monitoring the situation.

Step 3: Weigh the Risks and Benefits of Speaking Out

Before making a public statement, evaluate the potential impact:

If the risks outweigh the benefits, consider alternative forms of engagement, such as internal discussions or a delayed response.

Step 4: Determine Whether to Pause Other Communications

During a major breaking news event, review your scheduled content to ensure it aligns with the current moment.

Should we pause scheduled posts? If yes, who makes that decision?
How long should we pause? Establish criteria for resuming normal communication.
Who is responsible for monitoring and determining next steps? Be very clear about who the responsible party is.

A proactive pause can prevent your brand from appearing out of touch and allow space and time for thoughtful engagement.

Step 5: Craft a Strategic and Thoughtful Response (If Applicable)

If your team decides to engage publicly, ensure your message is clear, intentional, and aligned with your brand voice.

Tone and framing: Thoughtful, informed, and authentic.
Approval process: Key stakeholders should review before publishing.
Format and platform: Determine whether a social post, email, blog, or press statement is the best fit.

Sometimes, a simple acknowledgment—expressing concern, support, or a commitment to listening—may be more appropriate than taking a firm stance.

Step 6: Monitor, Adapt, and Provide Ongoing Updates

After responding (or deciding not to), continue tracking the situation and adjusting as needed.

Monitor audience and media reactions. Pay attention to how your response is being received both positively and negatively—by your audience and the media.
Stay updated on new developments that may require a follow-up response. The story may evolve quickly; be ready to clarify, adjust, or expand your message if needed.
Conduct an internal review to refine future decision-making processes. Debrief with your team to identify what worked, what didn’t, and how you can improve next time.

If the news significantly impacts your industry or clients, provide ongoing updates through your blog, newsletter, or direct communications, and be sure to keep internal communication on the matter consistent.

If you don’t already have a crisis response plan, now is the time to get started. Need a starting point? Check out our Social Media Crisis Checklist and Plan template for more guidance.

How to Create a Decision Tree for Responding To News