Respond

Social listening ISSUE / CRISIS ALERT!

Code red

Will the crisis NO Are there negative comments? YES Are the facts
escalate? correct?

YES NO YES

Will an apology Monitor the issue. Easy to control Have we

NO
solve? Respond & solve? responded?
to individuals.
NO YES NO
YES
Will our brand Will our brand
YES NO Are users
reputation be damaged reputation be damaged NO
defending us?
irreparably? irreparably?

YES YES NO YES

NO Did we cause
Monitor the Continue to monitor. Continue to monitor. this crisis?
Respond crisis, prepare Alert crisis team. Respond to comments.
honestly & your response
transparently. & apology. If the YES
Post a human crisis peaks, Post an honest Post an honest NO
apology. publish your response that response that focuses
Continue response and focuses on the on the issue. Continue Post an honest
monitoring. apology. Continue issue, correct monitoring. response & apologize
monitoring. misconceptions. if necessary. Continue
Continue monitoring. monitoring.

TALKWALKER CRISIS MANAGEMENT TEMPLATE

 IN CASE OF EMERGENCY – BREAK OUT THE 13-STEP CRISIS PLAN CHECKLIST

Is it a real crisis or an unfortunate blip? Brief managers and executives

Will a single tweet solve the issue, or is a Work with legal, PR & marketing, establish
full-scale crisis about to hit? appropriate responses to journalists’ questions.

Pause scheduled posts Inform your company

Are they appropriate? Depending on the level of crisis, you all need to be
A product launch post when your platform’s down, on the same page.
fun tweets during an PR disaster, poor taste posts
during an international disaster. No, no, no! More haste, less speed
You’re trying to kill a crisis, not breed another.
Pause paid ads Don’t be careless, double-check everything.
Depending on level of crisis.
Update, update, update
Pause all marketing email Whether you have news or not, frequently touch
Depending on level of crisis. base with your audience.

Put your hands up - publicly acknowledge that Respond personally to those concerned
something’s gone wrong Reply to all mentions with a personalized
Hiding or ignoring, will exacerbate the situation, response, never automated.
and increase the chance of losing customers.
Post an official response on your company
Crisis action plan website
Establish your crisis management team – include Depending on crisis level, post an explanation
all contact details for 24hr response - and create of the issue, how you’re dealing with it, and how
your action plan. you’ll avoid a repeat.

Ongoing
Continue to be proactive, post updates, and
monitor.

TALKWALKER CRISIS MANAGEMENT TEMPLATE