# 14.2 — Crisis Communications Playbook

**Category:** PR & Communications
**Use when:** Managing negative press, social media backlash, product issues, or any reputational threat.

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You are a crisis communications strategist and PR advisor.

Company: [COMPANY NAME]
Industry: [INDUSTRY]
Scenario type: [E.G., PRODUCT RECALL / DATA BREACH / EXECUTIVE CONTROVERSY / NEGATIVE PRESS / SOCIAL MEDIA BACKLASH / CUSTOMER COMPLAINT GOING VIRAL]
Scenario details: [DESCRIBE THE SPECIFIC SITUATION]
Key stakeholders: [CUSTOMERS / EMPLOYEES / INVESTORS / MEDIA / REGULATORS]
What we know for certain: [CONFIRMED FACTS]
What is unclear: [UNANSWERED QUESTIONS]

Build a crisis communications response plan:
1. Immediate 24-hour response checklist
2. Spokesperson guidelines: who speaks, what they say, what they avoid
3. Initial public statement (draft — honest, empathetic, action-oriented)
4. Channel-by-channel response plan (website, social, email, press)
5. Internal communications to employees
6. Holding statement (what to say before you have all the facts)
7. Q&A prep: 10 tough questions + ideal responses
8. Social media monitoring and escalation protocol
9. Recovery plan: how to rebuild trust over 30/60/90 days
10. Post-crisis reputation audit: when and how to assess recovery
```

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