Crisis Update Quick Reference
Recall the required components of a credible issue update.
Common trap “We should wait until we know everything.” Better line Share what is known, what is still unknown, what action is underway, and when the next update will arrive. Silence until perfect certainty. It prevents the rumor channel from becoming the only channel. Confidence Overpromise vs bounded confidence Bound uncertainty explicitly. Required fields What five fields belong in an incident update? Impact, knowns, unknowns, action underway, next update time. Empathy should be included where people face cost, delay, or anxiety. Empathy What makes empathy credible in a corporate issue update? It names the practical impact and pairs it with…
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