Playbook replay
Crisis holding statement
Four sentences for the first hour, the three questions coming next, and the line most likely to be quoted out of context.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Holding statement, for media enquiries and your own channels.
We have received reports that one batch of our serum has caused a skin reaction for a small number of customers. We have paused sales of that batch and are testing retained samples now. If you have this batch, stop using it and contact us directly at [CHANNEL] and we will refund you, whether or not you have had a reaction. We will post an update by [TIME, within 24 hours].
Four sentences. What each one is doing:
Sentence 1 acknowledges without characterising. It does not say "alleged", which reads as lawyering, and it does not accept causation, which you do not yet know.
Sentence 2 is the only sentence that matters. Action first, before you have answers, is what separates a handled incident from a story.
Sentence 3 is the refund. "Whether or not you have had a reaction" is the phrase to keep. It removes the incentive to exaggerate a symptom to qualify, which is a real dynamic and one that makes the numbers worse.
Sentence 4 commits you to a clock. Pick a time you will hit even if the lab is slow, because a missed update is a second story.
The three questions coming next, with a one-line answer each.
- "How many people?" → Give the number. "Eleven reports as of this morning." Refusing to say makes it sound larger than it is, and it will be published as "declined to say how many".
- "Is it a manufacturing fault or an ingredient?" → "We do not know yet. That is what the testing is for, and we will say either way." Do not speculate, and do not mention your supplier.
- "Are other batches affected?" → Only answer this if you know. If you do not: "We have paused the batch in question. If testing shows anything wider we will pause more and say so."
The line most likely to be quoted out of context: "a small number of customers".
It is accurate and it is the standard phrasing, which is the problem. It reads as minimising, and if the number turns out to be 200 it becomes the sentence that gets replayed. Replace it with the actual figure as soon as you have one. "Eleven customers" is a smaller-sounding statement than "a small number", because it is specific.
Have legal or your executive team read this before it goes anywhere. The refund offer in sentence 3 in particular is a commitment with cost and possibly liability implications that this draft does not attempt to price.
Naise created an artifact
Four sentences that acknowledge, act, refund and commit to a clock, plus the follow-up questions.
The statement
We have received reports that one batch of our serum has caused a skin reaction for a small number of customers. We have paused sales of that batch and are testing retained samples now. If you have this batch, stop using it and contact us at [CHANNEL] and we will refund you, whether or not you have had a reaction. We will post an update by [TIME].
Flagged
"a small number of customers" reads as minimising and becomes the replayed line if the count grows. Swap in the real figure as soon as you have it.
Legal must read this first. The refund commitment is not priced here.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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