PlaybookPro

Crisis Communication

Estimated reading time: 11 min • Updated Oct 2, 2025

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Overview

Coordinate timely, transparent updates across social with a single source of truth.

Who It’s For & Outcomes

  • Stakeholder alignment
  • Reduced rumor spread
  • Clear status & next steps

Assets Needed

  • Incident brief
  • FAQ doc
  • Holding statement
  • Update cadence plan

Channels

  • All active brand channels (priority: X, LinkedIn, IG/FB)

Cadence

  • First statement ASAP; updates at defined intervals

Steps

  1. Publish a holding statement acknowledging the issue and where updates live.
  2. Pin/update across platforms; disable jokes/memes queue.
  3. Draft FAQ from real questions; keep timestamps on updates.
  4. Escalate only verified info; avoid speculation.
  5. Close with resolution summary and prevention notes.

Measurement

  • Misinformation mentions down
  • Response sentiment trend
  • Stakeholder satisfaction

Common Pitfalls

  • Speculation
  • Inconsistent timestamps
  • Off-tone visuals

FAQs

Turn comments off?
Prefer moderation + FAQ unless there’s abuse or safety risk.
Legal review?
Yes—coordinate comms and legal early.