Attack & Crisis Response
Make better decisions when the pressure is on.
An operational incident, a damaging allegation or misleading information can put an organisation under pressure before the full picture is clear.
Attack & Crisis Response is a method I use to help organisations prepare for difficult situations, assess what is happening and make appropriate communication decisions.
It provides a structured approach to crisis preparedness, evidence assessment and response planning as circumstances change.
When is Attack & Crisis Response useful?
You might want to test how your organisation would handle a serious service disruption, a damaging allegation or a sudden loss of customer confidence.
Perhaps you already have a crisis plan but haven't tested how well it would work when information is incomplete and decisions need to be made quickly.
The method is also useful when an issue is developing, especially if rumours, conflicting accounts or growing public concern make it difficult to establish what deserves attention.
It helps determine what to prepare, what needs verification and how to approach the communication response.
How does the method work?
Prepare for realistic situations
I examine your existing crisis communication arrangements, relevant risks and the information your team would need during an incident.
The work helps establish how situations should be assessed, when they require escalation and how to reach affected audiences.
Scenario exercises can reveal weaknesses in those arrangements before an incident occurs.
Establish what is happening
A developing issue can involve confirmed facts, legitimate criticism, incomplete information and claims that go beyond the available evidence.
I examine the important claims, their sources and the potential consequences for the organisation and its stakeholders.
When misleading information is spreading, the number of articles or social media posts can create an impression of widespread confirmation, even if they all rely on the same original source.
Tracing those claims helps establish how much independent evidence actually exists. It also helps distinguish ordinary criticism and organic discussion from situations showing credible signs of deliberate manipulation.
The assessment focuses on the seriousness of the issue and how it is developing, rather than treating attention or negative sentiment alone as proof of a crisis.
Decide how to respond
The appropriate response depends on what is known, who is affected and the potential consequences.
I help assess the timing, content and level of communication required, including whether the situation calls for clarification, correction, acknowledgement, stakeholder updates or a more substantial response.
Where an incident involves safety, legal, regulatory or significant operational issues, communications must support the teams responsible for resolving the underlying problem.
Review and adapt
New facts, stakeholder reactions or changes in the situation can require a different response.
I help establish what needs monitoring and which developments should trigger reassessment.
Once the immediate situation stabilises, the work can also address outstanding communication commitments and issues affecting longer-term reputation.
What will you receive?
The scope depends on whether you're preparing for potential incidents or dealing with a developing situation.
01 · Crisis Readiness Review
An assessment of your existing crisis communication arrangements, including relevant risks, information sources, escalation criteria and communication responsibilities.
The findings identify what is working and where practical improvements are needed.
02 · Scenario Exercise & Improvement Plan
A structured exercise based on a realistic situation, testing how your organisation would assess the issue and make communication decisions.
The resulting plan identifies changes to preparation, coordination and response arrangements.
03 · Response Decision Brief & Communication Support
For a developing issue, an evidence-based assessment of the situation, communication risks and recommended response options.
Depending on the assignment, I can also help prepare statements, executive briefings, Q&A materials and stakeholder communications, alongside monitoring and response adjustments.
We agree on deliverables, responsibilities and availability before the work begins.
An example from practice
Keeping communication coordinated during a service disruption
At Alma TV, a major network failure created an immediate need to communicate with customers and employees while technical teams worked on the problem.
I was responsible for PR and digital communications, including updates through the company website, social media and internal channels, as well as preparing information for the contact centre.
The work focused on addressing questions through the channels people were already using and keeping information consistent as the situation developed.
This incident predates the current Attack & Crisis Response methodology but illustrates the professional experience behind its development.
How does this fit into the practice?
Attack & Crisis Response supports the Protect area of the practice.
Once an incident stabilises, PR, Reputation & Influence (PRI) can support longer-term communication and reputation work where needed.
Prepare for difficult situations. Make informed decisions when they happen.
Whether you want to test your organisation's readiness or need help assessing a developing issue, let's discuss what you're dealing with.