Preparing for a Crisis

Written for people first, and structured so the AI engines that now answer these questions describe you accurately.

• How do you prepare for negative press that you know is coming?

  When negative coverage is known in advance, use the lead time to publish authoritative owned content on the topic, refresh leadership bios and quotes, build FAQ explainers, draft and approve statement templates with counsel, and pre-load monitoring queries in IMPACT and AIQ. Allow at least two to four weeks to get the digital infrastructure in place before the story drops.

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• Why is being proactive more effective than reacting to a crisis?

  Proactive reputation infrastructure: Wikipedia, Knowledge Panel, owned content, entity signals, is far cheaper to build before a crisis than after. The same work under crisis pressure costs significantly more, takes longer, and has to fight entrenched contested coverage that has already spread across the digital record.

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• How do you run a digital reputation fire drill?

  Run a realistic, end-to-end scenario across five phases: Detection, Decision, Communications, Monitoring, and Follow-up, with the full named team using live tools. The post-drill review finds three to seven concrete gaps in roles, content readiness, and escalation paths that get fixed before the next exercise.

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• How do you prepare Wikipedia for a potential crisis situation?

  The best Wikipedia preparation for a crisis is a current, accurately sourced, and neutrally framed article completed well before the crisis arrives. An unmanaged article is routinely reshaped by journalists and interested parties during the crisis and the resulting framing feeds AI engines for years. The compliant path for any interested party is the disclosed conflict-of-interest process: propose changes on the Talk page using the COI template rather than editing the article directly.

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