Crisis Escalation Matrix Template for Comms Teams

A simple escalation matrix that clarifies who acts, when, and how fast.

Define four severity levels

Use a four-level model: watch, review, escalate, crisis. Each level should have a response time target.

Clear levels remove ambiguity and prevent overreaction.

Assign owners and backups

Each level should have a named owner and a backup for out-of-hours coverage.

Ownership reduces response time when stakes are high.

Link to monitoring triggers

Connect each level to specific trigger conditions, such as regulator mention, national outlet coverage, or sustained negative sentiment spike.

Triggers keep escalation rules objective and defensible.

Run quarterly drills

Test the matrix with a short tabletop scenario each quarter. This reveals gaps in ownership or routing.

A matrix that is never tested is unlikely to work under pressure.