What should a digital reputation crisis playbook include?

A useful crisis playbook is a working document, not a deliverable that sits on SharePoint. The scenarios section identifies the four to eight events most likely to affect the brand based on industry, executive footprint, and recent history. The roles section names individuals (not titles) with decision authorities and SLAs by tier. Statement templates are pre-approved by counsel for each scenario so the first hour does not get spent on language review. Monitoring priorities specify which IMPACT keyword sets and AIQ topics get activated for each scenario. Vendor contacts include legal, PR, the reputation firm, IR, security, and any specialized counsel by category. Escalation triggers are explicit rather than judgment calls. Post-event review procedures ensure each incident produces playbook updates. We help clients build all of this and we run drills twice a year against realistic scenarios with the named owners present.