Marketing & ContentIntermediate
Crisis Response
Manage PR crises.
#crisis#response
Marketing teams lose hours to ad-hoc, inconsistent crisis response work — Manage PR crises. Use when: reputational threat emerges, need stakeholder messaging, or communication timeline. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: digital marketers, marketing managers, growth marketers
Example
"Run /crisis-response for our brand" → Crisis Response workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Crisis Response
# /dm:crisis-response
## Purpose
Provide rapid crisis assessment and a structured response plan. Classifies severity, identifies stakeholders, drafts messaging for each audience, and builds a communication timeline to contain damage and rebuild trust.
## Input Required
The user must provide (or will be prompted for):
- **What happened**: Description of the crisis or incident
- **When it started**: Timeline of events so far
- **Current exposure**: How widely known is it (internal only, social media, press coverage)
- **Stakeholders affected**: Customers, employees, investors, partners, public
- **Actions taken so far**: Any statements, fixes, or responses already issued
- **Spokesperson**: Who will speak for the brand
## Process
1. **Load brand context**: Read `~/.claude-marketing/brands/_active-brand.json` for the active slug, then load `~/.claude-marketing/brands/{slug}/profile.json`. Apply brand voice, compliance rules for target markets (`skills/context-engine/compliance-rules.md`), and industry context. **Also check for guidelines** at `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` — if present, load restrictions and relevant category files. Check for custom templates at `~/.claude-marketing/brands/{slug}/templates/`. Check for agency SOPs at `~/.claude-marketing/sops/`. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. **Severity classification**: Level 1 (monitor), Level 2 (respond), Level 3 (full mobilization) based on reach, impact, and trajectory
3. Assess the narrative: What is being said? What is the public sentiment? What is the worst-case escalation?
4. Identify all stakeholder groups and prioritize communication order
5. Draft holding statement for immediate release (within first hour)
6. Draft tailored messaging per stakeholder: customers, employees, media, partners, social media
7. Build communication timeline: first hour, first 24 hours, first week, ongoing
8. Define channel strategy: which messages go where (social, email, press, internal comms)
9. Outline recovery plan: corrective actions, transparency updates, trust-rebuilding initiatives
10. Set monitoring cadence and escalation triggers
## Output
A structured crisis response plan containing:
- Severity classification with rationale
- Situation assessment and narrative analysis
- Holding statement (ready to publish)
- Stakeholder-specific messaging (customers, media, employees, partners)
- Communication timeline with milestones and decision points
- Channel deployment plan
- Social media response guidelines (what to reply, what to ignore, when to escalate)
- Recovery and trust-rebuilding roadmap
- Monitoring plan with escalation triggers
## Agents Used
- **brand-guardian** — Brand protection, messaging consistency, stakeholder communication, compliance
- **pr-outreach** — Media relations, press statement, journalist engagement strategy
README.md
What This Does
Provide rapid crisis assessment and a structured response plan. Classifies severity, identifies stakeholders, drafts messaging for each audience, and builds a communication timeline to contain damage and rebuild trust.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/crisis-response).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
The user must provide (or will be prompted for):
- What happened: Description of the crisis or incident
- When it started: Timeline of events so far
- Current exposure: How widely known is it (internal only, social media, press coverage)
- Stakeholders affected: Customers, employees, investors, partners, public
- Actions taken so far: Any statements, fixes, or responses already issued
- Spokesperson: Who will speak for the brand
How It Works
- Load brand context: Read
~/.claude-marketing/brands/_active-brand.jsonfor the active slug, then load~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at~/.claude-marketing/brands/{slug}/guidelines/_manifest.json— if present, load restrictions and relevant category files. Check for custom templates at~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults. - Severity classification: Level 1 (monitor), Level 2 (respond), Level 3 (full mobilization) based on reach, impact, and trajectory
- Assess the narrative: What is being said? What is the public sentiment? What is the worst-case escalation?
- Identify all stakeholder groups and prioritize communication order
- Draft holding statement for immediate release (within first hour)
- Draft tailored messaging per stakeholder: customers, employees, media, partners, social media
- Build communication timeline: first hour, first 24 hours, first week, ongoing
- Define channel strategy: which messages go where (social, email, press, internal comms)
- Outline recovery plan: corrective actions, transparency updates, trust-rebuilding initiatives
- Set monitoring cadence and escalation triggers
What You Get
A structured crisis response plan containing:
- Severity classification with rationale
- Situation assessment and narrative analysis
- Holding statement (ready to publish)
- Stakeholder-specific messaging (customers, media, employees, partners)
- Communication timeline with milestones and decision points
- Channel deployment plan
- Social media response guidelines (what to reply, what to ignore, when to escalate)
- Recovery and trust-rebuilding roadmap
- Monitoring plan with escalation triggers