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Executive Crisis PR & Rapid Response

6-hour SLA. Senior counsel, holding statement, media tree, legal strategy — before the story breaks, the response is already moving.

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The first 6 hours of an executive crisis determine the next 5 years of your personal brand value. Internal comms teams almost never have the speed, legal coordination, or senior media relationships to compress those hours into a coordinated response.

The Rapid Response Protocol is not a panic button — it is a prepared perimeter. Holding statements, media trees, legal strategy, and SERP repair sequences are written before anything happens. Your vulnerability surface is mapped. Your attorney is pre-introduced. Your media contacts are pre-briefed on who you are and why they should listen to your side.

When the alarm goes off, the system is already running.

Executive reputation is built on trust and credibility. A single miscommunication in the first 72 hours — a defensive quote, a late response, a legal stumble — can erase a decade of brand equity. The Rapid Response Protocol turns those critical hours into your advantage.

The four-phase protocol

How an engagement actually runs.

  1. 01

    Pre-Crisis Preparation

    Media audit, holding statement templates, legal intro calls, internal stakeholder briefing. Identify your vulnerability surface — what can go wrong and what's the fastest response.

    Days 0–14
  2. 02

    Incident Activation

    Tier-1 declared. Within 60 min: counsel on call. Within 90 min: holding statement live. Within 4 hours: media outreach begins. Within 6 hours: first-wave takedowns/corrections filed if applicable.

    Hours 0–6
  3. 03

    Narrative Lock

    Days 1–3: media relationship leveraging (background briefing with 2–3 major outlets), counter-narrative placement in trusted sources, spokesperson coaching if needed.

    Hours 6–72
  4. 04

    Recovery & SERP Repair

    30-day sequence: credibility rebuild (thought leadership, board statement, third-party testimonials), SERP optimization, reputation monitoring through month 3.

    Day 4 → Month 3
Plain-English FAQ

Questions every Executive Crisis PR & Rapid Response buyer asks.

What qualifies as a 'Tier-1' incident?

Regulatory investigation, police report mentioning you by name, viral social media attack with 100K+ engagement, coordinated media coverage (3+ outlets), or direct threat to personal safety. We do NOT declare Tier-1 on rumors or isolated complaints.

When does the 6-hour clock start?

At the moment we jointly declare Tier-1 incident status. You call, we activate. If you're unsure whether something qualifies, we assess within 15 minutes and make the call together.

Can you guarantee the story dies?

No — and any firm that guarantees suppression is selling you the tactic that becomes the *next* headline. We guarantee professional, legal, rapid first-response. What we *control* is framing, speed, and sourced counter-narrative. Most crises are lost in the first 72 hours — we win or lose there.

What about attorney-client privilege?

All crisis calls include an in-house or retained attorney to ensure communications are privileged. This is standard for executive crisis work and critical for legal protection.

How much does activation actually cost?

$8,000 floor, scoped up by incident type and media complexity. For active retainer clients, first activation per year is included in watch fee. Subsequent activations are à la carte.

Rapid Response Protocol

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