Why It Matters
A serious complaint, a viral negative post, or a public misunderstanding can escalate quickly online. Having a plan before a crisis happens is the difference between a controlled, professional response and a panicked, damage-amplifying one.
The Basic Crisis Response Plan
Respond quickly but never impulsively — take a moment to think before posting anything. Acknowledge the concern publicly even if the full resolution needs to happen privately, and never delete legitimate criticism, which tends to escalate the situation rather than resolve it.
Takeaway
Write a simple one-page crisis response plan now, while there's no active crisis — it's far harder to think clearly and write calmly in the middle of one.