PR Crisis Management
Framework
IRON LAW: First Response Within 1 Hour
The first hour after a crisis becomes public is the "golden hour."
Silence in this window = others control the narrative. A holding
statement ("We are aware of [issue] and are investigating. We will
provide an update by [time].") is infinitely better than silence.Crisis Classification
| Level | Description | Examples | Response |
|---|---|---|---|
| Level 1: Noise | Minor complaint, limited reach | Single negative review, individual social post | Monitor, respond if needed |
| Level 2: Issue | Growing attention, media interest possible | Multiple complaints on same topic, minor influencer post | Proactive response, prepare statement |
| Level 3: Crisis | Widespread media coverage, significant reputation damage | Product recall, data breach, viral scandal, executive misconduct | Full crisis protocol, C-suite involvement |
Crisis Response Protocol
Hour 1: Contain
- Activate crisis team (PR, Legal, CEO, relevant department head)
- Issue holding statement (acknowledge, don't speculate)
- Secure all internal communications (no unauthorized statements)
- Begin fact-gathering
Hours 2-6: Respond
- Draft full statement using 3C framework
- Legal review (balance transparency with liability)
- Publish on owned channels first, then distribute to media
- Brief customer-facing teams (CS, sales) with talking points
Days 1-7: Manage
- Monitor media reaction to response
- Issue updates as new information emerges
- Respond to media inquiries consistently
- Address social media individually where appropriate
Weeks 2-4: Recover
- Implement corrective actions (not just promises)
- Communicate actions taken
- Re-engage positive narratives
- Post-mortem: what happened, why, how to prevent
3C Crisis Statement Framework
[CONCERN] We are deeply concerned about [specific situation].
Our thoughts are with [affected parties].
[COMMITMENT] We are taking immediate action:
1. [Specific action 1]
2. [Specific action 2]
3. [Investigation/review underway]
[CONTROL] We have [crisis team/process] in place. We will provide
updates [when and where]. For questions: [contact info].What NOT to Say
| Don't | Why | Instead |
|---|---|---|
| "No comment" | Implies guilt or indifference | "We are investigating and will share findings" |
| "We're sorry IF anyone was offended" | Non-apology, dismissive | "We apologize for [specific thing]" |
| Blame others | Looks defensive | Take responsibility for your part |
| Speculate | May be wrong, creates new problems | "Here is what we know so far" |
| Minimize | Alienates affected people | Acknowledge the seriousness |
Output Format
# Crisis Response: {Situation}
## Classification
- Level: 1 (Noise) / 2 (Issue) / 3 (Crisis)
- Type: Product / Personnel / Operational / External
- Current media coverage: {scope}
## Holding Statement (< 1 hour)
{Draft}
## Full Statement (< 6 hours)
{3C framework draft}
## Talking Points (for CS/Sales)
1. {key message}
2. {key message}
3. {redirect: "For further questions, please contact [PR]"}
## Anticipated Questions & Answers
| Question | Answer |
|----------|--------|
| {likely question} | {prepared answer} |
## Recovery Plan
1. {corrective action + timeline}Gotchas
- Speed vs accuracy trade-off: In hour 1, prioritize speed with a holding statement. In hours 2-6, prioritize accuracy with the full statement. Never sacrifice accuracy for speed in the full statement.
- Social media crises escalate in minutes: A viral TikTok or PTT post can reach millions before your crisis team assembles. Pre-written holding statements for common scenarios save critical minutes.
- Internal leaks are the second crisis: Employees sharing internal discussions on social media compounds the problem. Brief all staff: "All external communication goes through PR."
- Taiwan media cycle: Taiwan's 24-hour news channels (TVBS, SET, CTV) and online outlets (ETtoday, UDN) amplify stories rapidly. The PTT → news outlet pipeline means a PTT hot post becomes TV news within hours.
- Apology culture varies: In Taiwan/Japan, a sincere public apology (including bowing) is expected and effective. In the US, apologies are often viewed as liability admission. Calibrate to cultural context.
References
- For social media crisis playbook, see
references/social-crisis.md - For post-crisis reputation rebuilding, see
references/reputation-recovery.md