,"Critically Important", etc. is the most recent whatever caught the attention of a typical S/E/VP with the attention span of a ferret long enough for him/her to be able to utter it in the words. If you're able to highly visibly jump and demonstrate activity during exact that moment - a great talent leading to advancements/promotions - there is no point to react as the next new "critical" directive/change of course/etc. is coming very soon. Of course if your manager is one of those aspiring "talented jumpers", he/she will try to make you jump with him/her - it is a real PITA to have such a manager who instead of filtering and protecting the team from would amplify all that stuff flowing down.