/dm:crisis-response

Purpose

Provide rapid crisis assessment and a structured response plan. Classifies severity, identifies stakeholders, drafts messaging for each audience, and builds a communication timeline to contain damage and rebuild trust.

Input Required

The user must provide (or will be prompted for):

• What happened: Description of the crisis or incident
• When it started: Timeline of events so far
• Current exposure: How widely known is it (internal only, social media, press coverage)
• Stakeholders affected: Customers, employees, investors, partners, public
• Actions taken so far: Any statements, fixes, or responses already issued
• Spokesperson: Who will speak for the brand

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Severity classification: Level 1 (monitor), Level 2 (respond), Level 3 (full mobilization) based on reach, impact, and trajectory
3. Assess the narrative: What is being said? What is the public sentiment? What is the worst-case escalation?
4. Identify all stakeholder groups and prioritize communication order
5. Draft holding statement for immediate release (within first hour)
6. Draft tailored messaging per stakeholder: customers, employees, media, partners, social media
7. Build communication timeline: first hour, first 24 hours, first week, ongoing
8. Define channel strategy: which messages go where (social, email, press, internal comms)
9. Outline recovery plan: corrective actions, transparency updates, trust-rebuilding initiatives
10. Set monitoring cadence and escalation triggers

Output

A structured crisis response plan containing:

• Severity classification with rationale
• Situation assessment and narrative analysis
• Holding statement (ready to publish)
• Stakeholder-specific messaging (customers, media, employees, partners)
• Communication timeline with milestones and decision points
• Channel deployment plan
• Social media response guidelines (what to reply, what to ignore, when to escalate)
• Recovery and trust-rebuilding roadmap
• Monitoring plan with escalation triggers

Agents Used

• brand-guardian — Brand protection, messaging consistency, stakeholder communication, compliance
• pr-outreach — Media relations, press statement, journalist engagement strategy