Brand Strategy
Crisis comms framework
Name your biggest exposure and Naise builds the escalation ladder, the first-hour statement template and the tone leadership should hold, while there is still time to argue about it.
Watch the sessionThe brief Naise works from
From the brand voice document in this project (or, if none is attached, treat the voice as: brand tone) build a crisis communications framework for a brand in industry whose biggest exposure is your biggest risk. Deliver: a severity ladder with the trigger for each level, who speaks at each level starting with who speaks first, a holding-statement template for the first hour with the blanks marked, the three sentences never to say and why each one makes it worse, and the channel order for the first 24 hours. Keep the tone inside our brand voice, because a brand that suddenly sounds like a legal department reads as guilty.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Lumira crisis comms, batch recall scenario
Four severity levels with objective triggers, a fill-in-the-blanks first-hour statement, and the lines that make it worse.
Inputs it asks for
industry
For example: consumer skincare
your biggest risk
For example: a batch recall over a contaminated ingredient
who speaks first
For example: Head of Customer Care
brand tone
For example: warm, direct, never defensive
Worth knowing
Written in advance, for a risk you have not had yet. When something is actually happening, use the crisis holding statement playbook. Have legal review either one before it goes out.