Brief templates › Crisis Management Brief · Last updated October 24, 2026
When to use this crisis management brief
Use it to prepare (or react) to a reputational crisis: scenarios, spokespeople, approval chain, holding statements and channels.
- 21 questions
- Free to copy
- Editable in MyBriefy
The 21 questions
- What is the nature of the crisis or issue being addressed?
- How has this crisis affected the brand, its stakeholders, or its audience?
- What is the primary objective for managing this crisis? (e.g., damage control, reputation rebuilding, stakeholder reassurance)
- Who is the key audience impacted by this crisis (e.g., customers, employees, partners, media)?
- What key messages or statements should be communicated to address the crisis?
- Are there specific platforms or channels where the crisis needs to be addressed? (e.g., social media, press releases, internal memos)
- Who are the stakeholders that need to be informed or consulted during this process?
- Are there specific legal, regulatory, or compliance considerations related to this crisis?
- What steps have been taken to mitigate the issue so far?
- What additional actions are planned to address or resolve the crisis?
- What resources or tools are available to support crisis communication efforts? (e.g., PR teams, social media monitoring tools)
- Who are the key decision-makers or approvers for crisis-related communications and actions?
- What timeline is expected for managing and resolving the crisis?
- How should customer inquiries or complaints related to the crisis be handled?
- Should a FAQ or dedicated resource be created to address common questions about the crisis?
- How should the team prepare for potential media inquiries or interviews?
- Are there any past crises or similar situations that can inform the approach to this one?
- What steps should be taken to monitor public sentiment and reactions during the crisis?
- Are there any specific brand values or commitments to highlight during the response?
- How should follow-up communication be handled once the crisis is resolved?
- What processes or safeguards should be implemented to prevent similar crises in the future?
“Copy for AI” makes a prompt for ChatGPT, Claude or Gemini that walks you through this brief.
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- Pick the Crisis Management Brief template. Add your own questions or hide the ones that don't fit the job.
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- Work from the approved brief. Turn it into tasks, a contract or an invoice with the add-ons when you need them.
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Questions about this template
- Is this crisis management brief template free?
- Yes. Copy the 21 questions for free, or use them in MyBriefy, where you can try everything free for 30 days with no credit card.
- Can I change the questions?
- Yes. In MyBriefy you can add your own questions or hide the ones that don't fit the job before you send the brief. If you copy them instead, they're yours to edit however you like.
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