Crisis Holding Statement and Q&A
Prepare a calm, accurate first response and likely questions.
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Prepare crisis communications for this situation: [SITUATION]. Known facts right now: [KNOWN_FACTS]. Unknown: [UNKNOWNS]. Affected people: [AFFECTED]. Spokesperson: [SPOKESPERSON]. Write a holding statement of under 100 words that says what we know, what we are doing, who is affected and when we will update, without speculation, blame or legal admissions. Then write a Q and A of ten likely questions with careful answers, marking those we cannot answer yet. Add internal rules: who approves statements, what staff say if asked, a timeline for updates and a log of what was said and when. Legal, regulatory and insurance obligations must be checked with counsel before release [VERIFY] for [JURISDICTION]. Never state facts that have not been confirmed. Include a short checklist for the first hour: confirm facts with two sources, notify leadership and legal, pause scheduled marketing posts, prepare the holding statement for approval, and log who knows what. Add guidance on tone: acknowledge impact, avoid minimising, avoid jargon, and never blame customers or victims. Provide a one-paragraph template for staff who are asked by outsiders, directing them to the spokesperson. Include a plan to review the response afterwards and update the plan. Add the structure of a follow-up statement for 24 hours later: what has been confirmed since the first statement, what has changed, what we are doing for those affected, and where to find updates. Keep every statement factual, short and free of promises about outcomes that are not yet certain. Add a table assigning roles, such as spokesperson, fact checker, approver, social media lead and log keeper, with a named deputy for each in case someone is unavailable, and a rule that no statement is published without two approvals. As a last step, produce a one-line internal message for all staff that tells them a statement exists, where to find it, and that questions from outsiders go to the spokesperson, with no speculation on social media.
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