Responding to a Crisis
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How do you handle a crisis that trends on social media?
Monitor the actual reach and durability of the post (most do not survive 72 hours), prepare authoritative content that addresses the claims, engage platforms only on clear policy violations, and avoid public escalation that fuels reach.
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How do you create a reputation crisis response plan before a crisis happens?
Map the scenarios most likely for the brand, define named owners and SLAs by tier, prepare draft statements and FAQ pages by scenario, list monitoring priorities, and review twice yearly with leadership and counsel.
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Is ORM worth it if the negative article is from three years ago and only ranks toward the bottom of page 1?
Sometimes. The deciding factors are stakeholder behavior, the persistence of the article, and the cost of leaving it. If decision-makers are reading it and acting on it, intervention is warranted.
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Can you make negative press disappear?
Not in most cases. Lawful negative press is generally protected and stays in the public record. The work is durable displacement - building stronger authoritative content that outranks it - plus source-level correction where the reporting errs.
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What is digital crisis preparedness and how do you build it?
Pre-built infrastructure plus practiced response. The infrastructure includes statement templates, FAQ pages, leadership content, and pre-saved monitoring queries.
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