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Crisis Comms in Community Channels: A 72-Hour Playbook
What to say, where, and in what order when sentiment turns.
Feb 2026·7 min read·HS Nexus Senior Team
The first three days determine whether an incident becomes a story. Sequence matters more than wording, and silence is read as confirmation.
01Hours 0–6: acknowledge
Confirm awareness, state what you know and do not know, and commit to a specific update time. Do not speculate about cause.
02Hours 6–24: contain
Respond in the channel where the conversation is happening, not only on owned properties. One named person should sign the responses.
03Hours 24–72: resolve and record
Publish what happened, what changed, and how it is prevented. Leave the record in place afterwards; a durable public post-mortem outranks speculation for years.
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