When a clip of your brand goes viral, minutes matter. In the first hour you set the frame, in the first three you correct facts and contain spread, and in the first day you move from statements to proof. The plan below is built on peer-reviewed crisis frameworks and current disclosure rules so your team can act fast without creating new risks.
Hour by hour playbook
Stabilize
- Spin up war room. Assign lead, deputy, legal, platform ops, support.
- Publish holding line with time stamp and next update window.
- Pin guidance for employees across Slack, email, intranet.
- Start fact grid: known, unknown, actions underway.
Frame and route
- Classify crisis type and set tone. Victim, accidental, preventable.
- Launch single source of truth with time stamped updates.
- Notify partners and marketplaces if pauses are required.
- If creators or staff speak, add clear disclosure lines.
Correct and contain
- Publish verified facts and a short video from an accountable leader.
- Reply on the original thread with proof assets and links.
- Log all moderation and takedown requests with reason codes.
Service recovery
- Open a priority help queue. Publish how to get make good or refund.
- Track sentiment, misconceptions, unresolved harms in one sheet.
- When at fault, combine apology, corrective action, and remedy.
Prove it
- Post evidence of fixes, independent validation if relevant, and next milestones.
- Re engage stakeholders with a clear path to closure.
- Brief front line so answers match across channels.
Choose the right response
| Crisis type | Primary strategy | Elements to include | Use when |
|---|---|---|---|
| Victim | Inform and adjust | Empathy Facts Safety steps | Low responsibility or external attack |
| Accidental | Diminish with limited rebuild | Context Controls Limited apology | Unintentional event with fix in motion |
| Preventable | Rebuild | Full apology Corrective action Compensation | High responsibility or repeated issues |
Simple load and exposure estimator
Twelve compliant alternatives you can deploy safely
Neutral request to every eligible buyer within 3 to 7 days.
- Why: No gating, no perks.
- Checklist: One link, opt out honored, neutral language.
Signage that says Rate your visit with no star prompts.
- Why: Voluntary and non incentivized.
- Checklist: Unique UTM per location, rotate quarterly.
Short text with a single link during local daytime hours.
- Why: Consent based, easy stop.
- Checklist: Respect quiet hours, capture country codes.
On site NPS for service fixes. Internal only.
- Why: Repairs service without gating public reviews.
- Checklist: Rotate prompts, sanitize data daily.
Show date, SKU, and Verified purchase badge.
- Why: Transparent provenance.
- Checklist: Permission captured, source labeled, no platform logos.
Insiders do not post platform reviews.
- Why: Removes undisclosed material connections.
- Checklist: HR onboarding, annual refresh, signed form.
First reply under 60 minutes. Resolution summary under 72 hours.
- Why: Shows accountability and reduces pile ons.
- Checklist: Triage queue, human templates, escalation path.
Wrong store, mistaken identity, competitor attacks, policy clarifications.
- Why: Keeps replies factual and consistent.
- Checklist: Legal reviewed, localizable, escalation included.
Track Google, Yelp, Amazon policy changes with a changelog.
- Why: Prevents accidental violations.
- Checklist: Owner assigned, reminders set, snapshots archived.
Sample language, device, and timing for manipulation risk.
- Why: Detects non genuine patterns early.
- Checklist: Simple scripts or vendor reports, documented follow ups.
If a vendor touches reviews, require logs and indemnity.
- Why: Reduces astroturf risk via third parties.
- Checklist: No solicitation, audit rights, termination triggers.
Yelp no ask. Google no incentives. Amazon no compensation.
- Why: Prevents edge case violations.
- Checklist: Quarterly refreshers, laminated cheat sheet, quick quiz.
Day one checklist
- War room stood up. Owners named. Decision rights clear.
- Source of truth live and linked from all replies.
- Initial response out within one hour with next update time.
- Disclosure lines applied for creators and staff.
- Remedy staffed and budgeted. Refund or make good path public.
- Evidence archived for platforms and regulators.
Short templates you can adapt
Holding statement
We have seen the clip circulating today. Our team is reviewing full context and speaking with those involved. We will post an update by [time] here and on our help page: [URL].
Apology with corrective action
We are sorry. This should not have happened. We have [specific fix] in place now and are offering [make good] to those affected. Details and proof are here: [URL].
Creator or employee disclosure
I work with [Brand]. Here is what we know and where to get help: [URL]. Paid partnership noted.
Governance guardrails
Disclosures
Disclose paid or employment relationships any time creators or staff speak. Keep it clear and conspicuous in the same post.
Transparency logs
Record reasons for moderation and takedown requests. Timestamp updates on your source of truth.
Apology standards
When responsible, pair apology with specific corrective action and compensation where appropriate.
