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Crisis & Reputation

Crisis Communications Rapid Response Playbook

Step-by-step protocol for the first 24 hours of a crisis: who speaks, what you say, when you say it, and how to protect your reputation long-term.

CrisisRapid ResponseReputationPR

The First 30 Minutes


The first 30 minutes of a crisis determine 80% of the narrative. Your job is not to have all the answers — it's to demonstrate that you are aware, in control, and taking action.


Immediate steps:

  • Do not post anything. Not a statement, not a "thoughts and prayers," nothing. You need 30 minutes to think.
  • Call your campaign manager and a trusted advisor. No decisions alone.
  • Get the facts. What do you actually know vs. what are you assuming?
  • Identify who else knows. Is media already aware? Have you been contacted for comment?


    • The First 2 Hours


    Assess the severity:


    LevelDefinitionResponse Timeline
    1 — MinorSingle complaint, no media24 hours
    2 — ModerateMedia inquiry, social buzz4 hours
    3 — MajorBreaking news, viral spread1 hour
    4 — CriticalCriminal allegations, call to withdrawImmediate

    Draft your initial statement. It should:

  • Acknowledge that you're aware of the situation
  • Express appropriate concern
  • State what you're doing (investigating, cooperating, etc.)
  • NOT admit fault unless you have complete facts


    • The Statement Formula


    "I am aware of [the situation/reports/allegations]. [Expression of appropriate concern]. I am [what you're doing: reviewing the facts / cooperating fully / speaking with those involved]. I will have more to say once I have complete information. [Optional: brief character statement]."

    What to avoid:

  • "No comment" (sounds like guilt)
  • Attacking the source before you have facts
  • Promising information you can't deliver
  • Apologizing for something you didn't do


    • The First 24 Hours


  • Designate one spokesperson only. Everyone else says: "I'm not the right person to speak to this — please contact [name]."
  • Monitor all channels — social media, local news, opposition accounts
  • Prepare for the follow-up question: "What are you doing about it?"
  • Brief your top supporters personally before they read it in the news


    • Long-Term Reputation Repair


    After the immediate crisis passes:

  • Return to your message. Don't let the crisis become your identity.
  • Do something visible and positive in the community within 2 weeks.
  • Don't relitigate. Answer questions once, clearly, and move on.
  • Document your response for future reference — what worked, what didn't.


    • *Facing a crisis now? Pivotal Voice offers 24/7 crisis communications support for campaigns. Contact us immediately.*

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