Social Media, Content Strategy & Campaign Planning

3 Rules for Crisis Response

A simple mental model for what to do first when the unexpected happens.

What it is:

The 3 Rules for Crisis Response offer a simple, repeatable playbook for how brands should respond to bad news, missteps, or external crises. When things go wrong, people are watching—how you respond defines your credibility.

The rules are:

**Acknowledge the Issue:** Don’t spin or ignore it. Show you’re aware and transparent.
**Put a Leader Out Front:** Have your CEO or senior leader take responsibility and show empathy.
**Over-Correct:** Make real changes—fast—and go beyond what’s expected to restore trust.

A repeatable playbook for reputation management

Following these rules helps brands recover faster, rebuild trust, and demonstrate integrity under pressure.

Use it when:

In a live brand crisis
Writing a crisis plan
Responding to reviews or PR issues

Why it works:

Reduces confusion
Aligns response tone
Prioritizes the human element

Want help building a crisis playbook?

Let’s Talk.