An open binder with a crisis procedure, assigned roles, and ready-made response templates.

A reputation crisis doesn't wait until you're ready for it

Crisis Communication Plan

A wave of negative comments under a post, a product failure, a data leak, a quote taken out of context — any of these can happen on a Wednesday at six in the evening, when leadership is offline and the social media person is on holiday. What the company says in the first hours decides whether the story fades or grows. We build a crisis communication plan before anything happens — a written playbook, assigned roles, and ready response frameworks, so the decision at the worst moment doesn't depend on whoever picks up the phone.

A wave of negative comments under a post, a product failure, a data leak, a quote taken out of context — any of these can happen on a Wednesday at six in the evening, when leadership is offline and the social media person is on holiday. What the company says in the first hours decides whether the story fades or grows.

We build a crisis communication plan before anything happens — a written playbook, assigned roles, and ready response frameworks, so the decision at the worst moment doesn't depend on whoever picks up the phone.

The typical scenario: a wave of negative comments appears, or a journalist asks a hard question, and only then does someone start figuring out who should respond. Meanwhile several hours pass in silence — and silence during a crisis always reads as something bad.

The second problem is unclear decision-making. Who can sign off on a public response? Without defined roles, every minute of delay increases the risk of a rash reply, or none at all.

The third is improvising under pressure. A reply written in the heat of the moment, with no framework ready, often makes things worse — it sounds defensive or promises something the company can't deliver.

We build the plan before any real crisis appears — mapping the most likely scenarios for your business, agreeing who has the authority to activate the plan and approve statements, and preparing response frameworks for typical situations.

If the team wants it, we run a short training session on using the plan in practice — so the first real response is rehearsed, not improvised.

A group of employees rehearses a crisis scenario in training, with the procedure sheet on the table.

We write a plan matched to the real risks of your industry and business scale, not a generic document. We talk to the people who will actually activate it, so roles match how the company really operates.

There is one thing we don't do: we don't sell a ready-made crisis plan with the company name swapped in. A template copied off the internet ignores your actual channels and team structure — and in a crisis, those details decide whether the plan holds up.

What you get

  • You know who decides, in advanceThe plan states who can approve and publish a response, so it doesn't need working out mid-crisis.
  • You have ready response frameworksInstead of writing from scratch under pressure, the team adapts a pre-built framework.
  • You cut your reaction timeDecisions that normally take hours of meetings are already made and written down.

The mechanism is easy to verify: a company with roles and frameworks written down before a crisis reacts faster than one that only works out who can speak once the incident is underway — and reaction time is what audiences remember most.

A stopwatch showing a short time next to the procedure with a person checked off and a draft statement ready.

Scope and pricing

The service includes a written plan: a map of likely scenarios, assigned decision roles, response frameworks, and optionally team training.

  1. A conversation about company structure, channels, and industry risks.
  2. Building scenarios and assigning roles to specific people.
  3. Preparing response frameworks and handing over the plan for approval.
  4. Optional team training on using the document.

Price depends on how many scenarios need covering, team size, and whether a multilingual version is needed. The cost of the plan is small compared to a badly handled crisis — lost trust takes months to rebuild.

Our guarantees

A crisis plan written before we start. The document exists before anything happens — we prepare you in case a crisis occurs.

Nothing gets published without your approval. Every framework and part of the plan comes back to you for approval.

Communication principles instead of rigid templates. The plan describes decision rules and tone, not text to paste without thinking.

Content is built from your words, not written instead of you. Frameworks are built on how your company actually talks about itself.

For the first two months, you approve every part of the document. While we're getting to know each other, every section goes through your full approval.

Availability

We build these plans in order of request, because it requires talking to decision-makers and analysing real industry risks — that step can't be rushed without risking a mismatch.

Get in touch

Tell us about your communications team structure, and we'll propose a plan scope matched to your industry.

What you lose by waiting

Every month without a written plan is a month the first serious crisis could catch the team unprepared, and decisions made under pressure usually turn out worse than action following agreed rules.

In short

Plan written before a crisis happens · clear decision roles · ready response frameworks · optional team training · full approval before the document is finalised.

Frequently asked questions

Who in the company should activate the plan?

We agree that together — usually someone from communications plus one backup decision-maker from leadership.

How long does it take to prepare a plan like this?

It depends on scenario count and team size — most time goes into discussing real decision roles, not writing.

Does the plan cover internal communication too?

Yes, a good plan also defines who informs employees and when.

Does the plan need updating after some time?

Yes, worth revisiting when team structure changes or new channels appear.

Is training a mandatory part of the service?

No, the plan can exist as a document alone — training is for teams that want to rehearse it.

Does the plan include ready-made replies to comments?

Not text to paste, only frameworks and tone rules — every real situation needs adapting.