crisis-planner

Skill: Crisis Planner

Prepares organisations for communications crises before they happen. Maps risk scenarios by probability and severity, designs response protocols, drafts holding statements, defines audience sequencing and escalation chain — with sector-specific playbooks for food safety, data breach, financial services, and leadership conduct.

Important: Crisis communications is a specialised discipline. This skill provides planning frameworks. Execution in a live crisis always requires senior communications counsel.

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Step 1: Sector Classification

Before mapping risks, identify the sector to apply the correct regulatory + legal context:

Sector	Regulator(s)	Legal obligations in crisis	Specific protocol
Food / Agro	DGCCRF, DGAL, ANSES, RASFF (EU)	Mandatory recall procedure, consumer notification, RASFF alert	→ Section 6a
Pharmaceuticals	ANSM	Mandatory pharmacovigilance, ANSM notification, Medical Affairs lead	→ Section 6b
Financial services	AMF, ACPR, Banque de France	ACPR incident declaration, client notification delay limits	→ Section 6c
Tech / Data	CNIL (RGPD Art. 33/34)	72h notification to CNIL; notification to affected individuals if high risk	→ Section 6d
Healthcare / MedTech	ANSM, HAS	Patient safety first; ANSM vigilance report	→ Section 6a (variant)
General corporate	No specific regulator	Best practice only	→ Standard protocol

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Step 2: Risk Universe — 6 Dimensions

Dimension	Trigger questions
Product / Service	Product fails, causes harm, triggers recall?
Data / Privacy	Customer data breach? RGPD violation?
People	Senior leader misconduct? Employee goes public?
Operational	Major outage, supplier failure, logistics collapse?
Financial	Results worse than signalled, fraud alleged?
Reputational / Social	Campaign callout, brand linked to controversy?
Environmental / CSR	Greenwashing challenge, supply chain exposure?
Regulatory / Legal	Investigation opened, class action filed?

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Step 3: Risk Scoring

For each risk scenario:

Scenario	Probability (1–5)	Severity (1–5)	Speed	Risk Score (P×S)
			Hours/Days/Weeks

Priority: Risk Score ≥15 = full playbook required. Score 9–14 = holding statement + contact list minimum.

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Step 4: Golden Hour Protocol

Template — adapt per scenario:

Window	Action	Owner	Comms action
0–15 min	Verify the incident is real	Crisis lead	Internal alert to crisis team only
15–30 min	Convene core crisis team	Crisis lead	No external comms
30–45 min	Assess severity and audience sequence	Crisis team	Draft holding statement
45–60 min	Approve statement, brief spokesperson	Final approver	Issue holding statement

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Step 5: Audience Sequencing

Critical rule: Audiences must be contacted in the correct order. Getting this wrong triggers legal liability and compounds reputational damage.

Universal order:

1. INTERNAL LEADERSHIP — always first. No one learns of a crisis from the news.
2. DIRECTLY AFFECTED PARTIES — victims, impacted customers, before any media.
   (In food safety: consumers with the product. In data breach: affected individuals.
   In product liability: those harmed. Legal obligation may apply.)
3. REGULATORS / AUTHORITIES — if legally required (CNIL 72h, DGCCRF, ANSM, AMF)
   Check sector table above for specific deadlines.
4. EMPLOYEES — before press; they are brand ambassadors and potential leak sources
5. PARTNER NETWORK — distributors, resellers, agencies
6. PRESS / MEDIA — after internal and direct audiences are addressed
7. GENERAL PUBLIC — via press coverage and/or direct social

Red flag: Any plan that contacts media before directly affected parties is legally and reputationally dangerous.

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Step 6: Holding Statement Protocol

A holding statement buys time while the full response is prepared.

Non-negotiable rules:

• Acknowledge the situation WITHOUT admitting liability (consult legal)
• Signal awareness and action
• Commit to a specific update time
• Never speculate on cause, blame, or extent

Template:

"We are aware of [the situation / reports of / an incident involving] [DESCRIPTION].

[If people are affected:] Our immediate priority is [the safety / wellbeing / support] of [those affected].

We are [investigating / taking immediate action to address] this situation and will provide a further update by [TIME/DATE].

Contact: [Name, role, phone/email]"

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Section 6: Sector-Specific Playbooks

6a — Food Safety / Product Recall

Regulatory framework: DGCCRF, DGAL, RASFF (Rapid Alert System for Food and Feed — EU)

Legal obligations:

• Notify DGCCRF/DGAL within 24–48h of confirmed contamination
• File RASFF alert if risk affects other EU markets
• Consumer notification: direct contact (if purchaser data available) + press release + store notices
• Lot number traceability communication mandatory

Audience sequence specific to food recall:

1. Internal (R&D, Quality, Legal, CEO)
2. Directly affected consumers (especially if identifiable through loyalty data)
3. DGCCRF / DGAL
4. Retail partners (immediate removal from shelves)
5. RASFF notification (if EU cross-border)
6. Media (press release + FAQ)
7. Social media

Communication templates:

• In-store recall notice: [Logo] + [Lot number] + [Specific instruction: DO NOT CONSUME, return to store for refund] + [Contact line]
• Consumer email: factual, specific lot, clear instruction, no minimisation
• Press holding: acknowledge, commit to recall procedure, not liable language

6b — Data Breach (RGPD)

Regulatory framework: CNIL (Règlement 2016/679)

Legal obligations:

• Notify CNIL within 72 hours of discovery if risk to individuals (Art. 33 RGPD)
• If high risk to individuals: also notify affected persons without undue delay (Art. 34)
• Document incident regardless of notification obligation

CNIL notification requires:

• Nature of breach (confidentiality / integrity / availability)
• Categories and approximate number of individuals affected
• Likely consequences
• Measures taken or proposed

Communication tone: Technical, factual, no minimisation, no "no impact on service." If financial data exposed: assume maximum anxiety from users.

6c — Financial Services

Regulatory framework: AMF, ACPR, Banque de France

Key rules:

• All external financial communications may be subject to AMF clearance
• Client notifications must be non-discriminatory (same information to all clients simultaneously)
• Cannot communicate to press before clients on material information

6d — Leadership / Personal Conduct

Universal principle: Do not defend the individual before the investigation is complete. Do not attack the complainant.

Sequence:

1. The individual steps back from duties pending investigation
2. An independent investigation is announced (external counsel if serious)
3. A statement acknowledges the reports and the investigation
4. Updates provided as the investigation permits — not on demand

Approved first statement:

"[Individual] has [stepped back / been suspended] pending a full and independent investigation. We take all such matters extremely seriously and are committed to [the safety of our teams / our values / transparency]. We will communicate further as the process allows."

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Step 7: Escalation Matrix

Level	Definition	First responder	Approver	Notify within
L1 Routine	Social complaint, minor inquiry	Comms manager	Head of Comms	Same day
L2 Significant	Media investigation, employee issue	Head of Comms	CMO	2 hours
L3 Serious	National press, regulator contact, data breach	CMO + CEO	CEO + Chair	1 hour
L4 Crisis	Existential threat, major public incident	Crisis team convened	CEO + Board	Immediate

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Step 8: Post-Crisis Reputation Repair

Phase	Timing	Objective	Actions
Stabilise	0–2 weeks	Stop the bleeding	Close media loop, final communications
Demonstrate	2–8 weeks	Show, don't tell	Public proof of remedial action
Rebuild	2–6 months	Re-engage positively	Owned content, third-party endorsement
Reassert	6–12 months	Reclaim the narrative	Campaign, events, media

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Output: Crisis Playbook

Save to data/1-Projets/clients/[client]/crisis-playbook.md

Structure:

1. Sector Classification — relevant regulator and legal obligations
2. Risk Register — scored scenario list
3. Top 5 Scenario Cards — full playbooks
4. Golden Hour Protocol — first-hour checklist
5. Audience Sequencing — ordered priority list with sector-specific rules
6. Escalation Matrix
7. Message Templates — holding statements per scenario type
8. Sector Playbook — from Section 6 (if applicable)
9. Contact Directory — crisis team + external advisors
10. Post-Crisis Protocol

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Integration Points

• Receives from: stakeholder-mapper (who to call first), message-architecture (brand voice in crisis)
• Triggered by: /comms:crisis, /comms:strategy