Responding to a Crisis

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

• How do ORM firms push down content they can’t delete?

  We do not lead with suppression. We lead with elevation: pushing authoritative content into ranking positions, strengthening entity signals, securing fresh third-party coverage in outlets the engines weight, and using platform channels only on clear policy violations. Elevation holds; suppression-led tactics fade once the program stops.

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• What should you do in the first 24 hours of a reputation crisis?

  In the first 24 hours, assess the scope of what the engines and the SERP are actually showing, stand up daily AI and search monitoring on the specific narrative threads, coordinate legal and PR before any public statement, identify the highest-influence content driving the worst frame, and stage authoritative response material on owned properties the engines can cite. Most of the damage that turns out to be permanent comes from acting before this groundwork is in place.

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• How do you manage media inquiries that affect search results?

  Treat a media inquiry as both a press challenge and a reputation challenge: let the comms team handle the press response, but make sure whatever the company says is also published in writing on owned properties the journalist can verify and AI engines can cite. Write each statement as if it will be quoted as a single sentence out of context, and keep the supporting facts independently verifiable on the corporate site.

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• How do you coordinate reputation management with crisis communications?

  Run reputation management and crisis communications as one operating structure: a shared situation room with both teams in the same daily standing meeting, messaging reviewed for AI-quote risk before release, the AIQ daily review and press review on the same call, and shared KPIs covering SERP composition, AI narrative across engines, and Wikipedia framing. When the PR firm and reputation team disagree on messaging, the tiebreaker is the stakeholder who will actually read the digital output: if it will appear in an AI engine response or a search result, the digital framing wins.

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• What does a crisis engagement look like?

  A crisis engagement runs about 90 days at intense cadence, then moves into a sustained 6-12 month rebuild. Week one is diagnostic and stabilization, weeks 2-12 are active intervention, and months 4-12 are durability work and monitoring.

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