Keep employees informed first with clear, consistent updates across channels. Align internal and external messages so nothing contradicts or fuels rumor.
Why brief employees before posting a public statement during a crisis?
It guarantees legal privilege for all emails.
It reduces call‑center handle time only.
It increases paid reach on social.
They are primary messengers and leaks are likely, so alignment prevents contradictions.
Which internal update cadence best fits the first 24 hours of a fast‑moving incident?
Only notify managers and ask them to forward when convenient.
One long memo at end of day only.
Short, time‑stamped notes with the next update time even if facts are limited.
Wait for a full root‑cause report before saying anything.
What is a ‘single source of truth’ in crisis communication?
A private Slack channel for executives only.
A rotating email alias used for replies.
A raw incident ticket visible to engineers.
A maintained, time‑stamped hub all messages link to for the latest facts.
Which mix is most resilient if email is degraded?
Pause all communication until email returns.
Post only to the public website.
Use layered channels—SMS/phone tree, intranet banner, and manager huddles.
Rely on personal social accounts to spread news.
Who should field employee questions during a crisis?
Any leader who is online at the moment.
Only the CEO on social media DMs.
External media should answer internal questions.
A designated spokesperson or response desk documented in the plan.
What should every internal crisis update include?
Only technical details with no actions.
Future financial projections.
Blame assignment and personal opinions.
What we know, what we don’t know, what we are doing, and where to get updates.
Why align internal FAQs with external statements?
It increases ad targeting accuracy.
It makes design work faster for the website.
Discrepancies damage credibility and can create compliance risk.
It avoids needing a spokesperson.
How should leaders enable two‑way communication during a crisis?
Disable comments to keep focus on broadcasts.
Respond only after the crisis is fully over.
Open monitored inboxes and live forums, and commit to responses or follow‑ups.
Use anonymous rumors to shape decisions.
Which items belong in a pre‑approved crisis kit?
Holding lines, channel checklist, contact trees, and draft FAQs.
Generic brand slogans only.
Unreviewed financial forecasts.
Third‑party rumors collected from social media.
What is a risk of sharing investigative details widely inside the company?
It guarantees faster resolution.
It improves ad conversion rates.
Leaks or evidence mishandling can increase legal exposure.
It prevents regulators from contacting you.
Starter
Your basics are forming—build a single source of truth and tighten your update cadence.
Solid
Good grasp—refine escalation paths and two‑way channels for feedback.
Expert!
Outstanding—your playbook balances speed, accuracy, and empathy under pressure.
