Crisis monitoring is only useful when escalation is fast and clear. This runbook focuses on signals, triggers, and decision paths.
1) Define risk themes
Start with the risks most likely to cause material harm:
- safety incidents
- regulatory action
- legal disputes
- executive conduct
- product failure
Each theme should have a clear owner.
2) Translate risks into triggers
Write trigger rules in plain language. Examples:
- “Any regulator mention of our brand”
- “Coverage in Tier 1 outlets with negative tone”
- “Spike in negative sentiment above baseline”
Triggers must link to actions.
3) Build the escalation matrix
Use four levels: watch → review → escalate → crisis. For each level, define:
- response time target
- decision owner
- approval path
Clarity prevents delays when pressure is high.
4) Prepare holding statements
Draft short holding statements for likely scenarios. These should acknowledge the issue and promise updates without speculating.
5) Align legal and HR
Agree on how statements are reviewed and who has final approval. In many crises, legal and HR will be involved immediately.
6) Monitor cross‑channel signals
The strongest early warnings appear across channels:
- mainstream coverage
- social spikes
- stakeholder commentary
Cross‑channel confirmation reduces false alarms.
7) Run after‑action reviews
After each escalation, document:
- what was detected
- how quickly response occurred
- what should change
Use findings to update triggers and escalation rules.
FAQ
What should trigger a real‑time alert?
Safety issues, regulatory action, or high‑reach coverage that could harm reputation.
How fast should escalation happen?
Minutes to hours depending on severity; define targets per risk level.
Who should own crisis monitoring?
A comms lead with a documented backup for out‑of‑hours coverage.
How often should crisis drills run?
Quarterly tabletop drills are a strong baseline.