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07 · CRISIS & REPUTATION

Prepare decisions before urgency reduces your options.

In a sensitive situation, speed does not replace verification. Credible communication separates confirmed facts, action already taken and the next update.

Anticipate scenarios

Identify risks, responsibilities, alert routes, spokespeople and channels before an incident occurs.

Respond without making matters worse

Produce factual, empathetic and consistent messages, then document decisions and necessary corrections.

ALL 60 PLAYBOOKS

60 crisis communication and reputation tools

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Announce the departure of a senior executive

For “Announce the departure of a senior executive”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to a negative review

For “Respond to a negative review”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare an initial crisis statement

For “Prepare an initial crisis statement”, define the audience, verify the evidence and produce a testable reputation response result.

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Manage an online rumour

For “Manage an online rumour”, define the audience, verify the evidence and produce a testable reputation response result.

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Build my crisis communication plan

For “Build my crisis communication plan”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare a sensitive-issues FAQ

For “Prepare a sensitive-issues FAQ”, define the audience, verify the evidence and produce a testable website optimisation result.

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Set up reputation monitoring

For “Set up reputation monitoring”, define the audience, verify the evidence and produce a testable reputation response result.

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Map my communication risks

For “Map my communication risks”, define the audience, verify the evidence and produce a testable communication planning result.

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Set up a crisis response team

For “Set up a crisis response team”, define the audience, verify the evidence and produce a testable reputation response result.

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Create an escalation protocol

For “Create an escalation protocol”, define the audience, verify the evidence and produce a testable communication planning result.

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Build a secure crisis contact directory

For “Build a secure crisis contact directory”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare a crisis website

For “Prepare a crisis website”, define the audience, verify the evidence and produce a testable website optimisation result.

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Prepare my crisis spokesperson

For “Prepare my crisis spokesperson”, define the audience, verify the evidence and produce a testable reputation response result.

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Write a holding statement

For “Write a holding statement”, define the audience, verify the evidence and produce a testable communication planning result.

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Prepare media answers during a crisis

For “Prepare media answers during a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Inform employees during a crisis

For “Inform employees during a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Write a customer email after an incident

For “Write a customer email after an incident”, define the audience, verify the evidence and produce a testable email conversion result.

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Communicate after a data breach

For “Communicate after a data breach”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during a product recall

For “Communicate during a product recall”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during a service outage

For “Communicate during a service outage”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate after a workplace accident

For “Communicate after a workplace accident”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to a public accusation

For “Respond to a public accusation”, define the audience, verify the evidence and produce a testable communication planning result.

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Manage a coordinated online attack

For “Manage a coordinated online attack”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to false information

For “Respond to false information”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to a boycott call

For “Respond to a boycott call”, define the audience, verify the evidence and produce a testable communication planning result.

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Manage controversy involving a senior executive

For “Manage controversy involving a senior executive”, define the audience, verify the evidence and produce a testable communication planning result.

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Organise post-crisis communication

For “Organise post-crisis communication”, define the audience, verify the evidence and produce a testable social publishing result.

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Run a crisis simulation exercise

For “Run a crisis simulation exercise”, define the audience, verify the evidence and produce a testable reputation response result.

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Write a service-restoration message

For “Write a service-restoration message”, define the audience, verify the evidence and produce a testable communication planning result.

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Build my reputation dashboard

For “Build my reputation dashboard”, define the audience, verify the evidence and produce a testable reputation response result.

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Assess crisis severity

For “Assess crisis severity”, define the audience, verify the evidence and produce a testable reputation response result.

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Create a crisis log

For “Create a crisis log”, define the audience, verify the evidence and produce a testable reputation response result.

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Define crisis approval routes

For “Define crisis approval routes”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare messages for risk scenarios

For “Prepare messages for risk scenarios”, define the audience, verify the evidence and produce a testable communication planning result.

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Build a crisis audience-message matrix

For “Build a crisis audience-message matrix”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare a crisis situation report

For “Prepare a crisis situation report”, define the audience, verify the evidence and produce a testable reputation response result.

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Run a crisis team briefing

For “Run a crisis team briefing”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare a backup spokesperson

For “Prepare a backup spokesperson”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate with families after an incident

For “Communicate with families after an incident”, define the audience, verify the evidence and produce a testable reputation response result.

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Inform partners during a crisis

For “Inform partners during a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Inform suppliers during a crisis

For “Inform suppliers during a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Inform public authorities and institutions

For “Inform public authorities and institutions”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during a temporary closure

For “Communicate during a temporary closure”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during widespread delivery delays

For “Communicate during widespread delivery delays”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate after a billing error

For “Communicate after a billing error”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during a stock shortage

For “Communicate during a stock shortage”, define the audience, verify the evidence and produce a testable communication planning result.

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Communicate during industrial action

For “Communicate during industrial action”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to brand impersonation

For “Respond to brand impersonation”, define the audience, verify the evidence and produce a testable visual production result.

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Respond to a fake social account

For “Respond to a fake social account”, define the audience, verify the evidence and produce a testable social publishing result.

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Respond to a leaked confidential document

For “Respond to a leaked confidential document”, define the audience, verify the evidence and produce a testable communication planning result.

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Respond to a negative viral video

For “Respond to a negative viral video”, define the audience, verify the evidence and produce a testable social publishing result.

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Manage an advertising controversy

For “Manage an advertising controversy”, define the audience, verify the evidence and produce a testable communication planning result.

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Withdraw a problematic campaign

For “Withdraw a problematic campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.

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Make a public apology

For “Make a public apology”, define the audience, verify the evidence and produce a testable reputation response result.

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Rebuild trust after a crisis

For “Rebuild trust after a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Prepare a post-crisis report

For “Prepare a post-crisis report”, define the audience, verify the evidence and produce a testable social publishing result.

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Run a crisis lessons-learned review

For “Run a crisis lessons-learned review”, define the audience, verify the evidence and produce a testable reputation response result.

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Update my crisis manual

For “Update my crisis manual”, define the audience, verify the evidence and produce a testable reputation response result.

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Train managers to communicate during a crisis

For “Train managers to communicate during a crisis”, define the audience, verify the evidence and produce a testable reputation response result.

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Test emergency communication channels

For “Test emergency communication channels”, define the audience, verify the evidence and produce a testable communication planning result.

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FREQUENT QUESTIONS

Getting started in this area

01When should I respond to a negative review?+

Respond after checking the facts, ideally quickly, without exposing personal information or entering a public argument.

02What should I say when not everything is known?+

State what is confirmed, what is being checked, the action taken and when the next update will be provided.

03Does a small business need a crisis plan?+

Yes, even a simple one covering contacts, responsibilities, account access, message models and approval rules.

KEEP EXPLORING

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