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Pre-Drafted Crisis Holding Statement

Before all facts are known, issue a ready holding statement within minutes saying "we know, we're acting" — not silence that invites speculation.

30 min Intermediate

Goal

Fill the dangerous time gap between a crisis hitting and knowing all the facts (normally filled with speculation and rumor) with a pre-drafted holding statement that doesn't wait for complete information.

Steps

1

Before any crisis hits, draft a general holding-statement template fitting most incident types (not tailored to one specific event).

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Expected Outcome

Immediate

On first real use, your statement goes out within minutes while competitors or affected parties are still speculating and spreading rumors.

Evidence base

School: Crisis Communication / Situational Crisis Communication Theory

Founders: W. Timothy Coombs · Johnson & Johnson Tylenol Crisis Team (1995)

W. Timothy Coombs developed the Situational Crisis Communication Theory (SCCT, 1995); Johnson & Johnson's response to the Tylenol crisis (1982) remains the reference example of initial-statement speed as a decisive trust-protection factor.

Frequently asked questions

How long does "Pre-Drafted Crisis Holding Statement" take?

This exercise takes about 30 minutes, practiced in a group in a Action format.

When will I notice the effect of "Pre-Drafted Crisis Holding Statement"?

On first real use, your statement goes out within minutes while competitors or affected parties are still speculating and spreading rumors. In the short term: During the crisis, angry "why the silence?" questions drop since the audience received an early signal you're acting.

Is "Pre-Drafted Crisis Holding Statement" evidence-based?

Yes — it draws on Crisis Communication / Situational Crisis Communication Theory (W. Timothy Coombs, Johnson & Johnson Tylenol Crisis Team (1995)). W. Timothy Coombs developed the Situational Crisis Communication Theory (SCCT, 1995); Johnson & Johnson's response to the Tylenol crisis (1982) remains the reference example of initial-statement speed as a decisive trust-protection factor.

Is "Pre-Drafted Crisis Holding Statement" suitable for beginners?

Its difficulty level is: Intermediate. No external tools required — it can be practiced directly inside the app.

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