Crisis Communication Plan Framework
Marketing LeadershipadvancedClaude 3.5 Sonnet or GPT-4o. Claude excels at structured frameworks and nuanced stakeholder analysis. GPT-4o provides faster processing for complex multi-section outputs. Both handle scenario planning and tone variation well.
When to Use This Prompt
Use this prompt when developing a comprehensive crisis communication strategy for your organization, preparing for board-level risk discussions, or updating existing crisis protocols. It's essential for CMOs who need to coordinate marketing's role in crisis response and ensure brand reputation protection across all stakeholder groups.
The Prompt
You are an expert crisis communications strategist. Create a comprehensive crisis communication plan for [COMPANY NAME], a [INDUSTRY] company with [COMPANY SIZE] employees and [BRIEF COMPANY DESCRIPTION].
## Crisis Scenarios
Identify and prioritize 4-5 realistic crisis scenarios specific to this industry and company type. For each scenario, assess:
- Likelihood and potential impact
- Stakeholders most affected
- Media attention probability
- Reputational risk level
## Response Framework
For each crisis scenario, develop:
**Immediate Response (0-2 hours)**
- Initial holding statement template
- Internal communication to employees
- Key stakeholder notification sequence
- Social media monitoring and response protocol
**Short-term Response (2-48 hours)**
- Full statement for [PRIMARY AUDIENCE]
- Talking points for [SECONDARY AUDIENCES]
- Media engagement strategy
- Customer communication approach
- Regulatory/legal coordination needs
**Medium-term Response (48 hours - 2 weeks)**
- Narrative correction strategy
- Stakeholder reassurance messaging
- Transparency and accountability steps
- Timeline for updates and resolution
## Organizational Structure
Define:
- Crisis management team composition and roles
- Decision-making authority and escalation paths
- Internal communication channels during crisis
- External spokesperson designation
- Third-party advisor engagement (legal, PR, technical)
## Channel Strategy
For each communication channel (social media, press, email, website, [ADDITIONAL CHANNELS]), specify:
- Message tone and approach
- Approval process and speed
- Frequency of updates
- Monitoring and response metrics
## Prevention and Monitoring
- Early warning indicators to monitor
- Quarterly review and update schedule
- Training and simulation exercises
- Documentation and archiving protocols
Provide actionable, specific guidance tailored to [COMPANY NAME]'s business model and risk profile. Include template language where appropriate.
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Tips for Best Results
- 1.Customize the [INDUSTRY] and [COMPANY SIZE] placeholders with specific details—crisis responses differ dramatically between B2B SaaS, healthcare, consumer products, and financial services.
- 2.Add 2-3 company-specific crisis scenarios based on your actual risk assessment rather than generic examples. This increases relevance and team buy-in during crisis moments.
- 3.Request the AI to generate specific holding statement templates you can adapt, not just frameworks. Concrete language is faster to deploy under pressure.
- 4.Ask for a 90-day simulation exercise plan at the end—quarterly crisis drills with the team ensure the plan stays current and staff understand their roles.
Example Output
# Crisis Communication Plan: TechFlow Solutions
## Identified Crisis Scenarios
**1. Data Breach (High Priority)**
- Impact: Customer trust, regulatory fines, media coverage
- Likelihood: Moderate (SaaS companies targeted)
- Reputational Risk: Critical
**Immediate Response (0-2 hours)**
Holding Statement: "We've identified a potential security incident affecting our systems. We're investigating with leading cybersecurity experts and will provide updates every 4 hours. Customer data protection is our highest priority."
Internal Communication: All-hands Slack message with facts, reassurance, and role assignments. Designate customer support team to handle inquiries with scripted responses.
**Short-term Response (2-48 hours)**
Full Statement for Customers: Detailed explanation of breach scope, affected data types, immediate protective measures, and free credit monitoring offered. Personalized email to affected customers with unique incident reference number.
Talking Points for Media: "We discovered and contained the incident within [X] hours. We're transparent about what happened and committed to preventing recurrence. We're cooperating fully with regulators."
**Medium-term Response (48 hours - 2 weeks)**
Narrative Strategy: Position company as security-conscious, responsive, and customer-first. Share remediation steps and new security investments. Publish transparency report on incident timeline and response.
## Crisis Management Team
- CEO (Final Authority)
- Chief Security Officer (Technical Lead)
- General Counsel (Legal/Regulatory)
- VP Marketing (Communications Lead)
- Head of Customer Success (Customer Relations)
- External PR Firm (Media Relations)
## Channel Strategy
**Email**: Direct, factual, customer-specific. Approved by Legal and CEO within 2 hours. Daily updates until resolved.
**Social Media**: Empathetic, transparent tone. Acknowledge concern, share facts, direct to website for details. Respond to all comments within 1 hour. Monitor sentiment continuously.
**Press**: Proactive outreach to key tech journalists. Offer CEO for interviews. Provide technical backgrounders for accuracy.
**Website**: Dedicated crisis page with FAQ, timeline, and resources. Updated every 12 hours minimum.
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