Chapter 47: ORM and Crisis Simulation Workshops

Key Takeaways - Practice before the crisis: Simulation builds muscle memory so your response becomes automatic. - The 4-Hour Window starts at detection: Practice speed as much as messaging. - Every simulation reveals gaps: The debrief is often more valuable than the exercise itself.

The best way to master crisis management is to practice. A crisis simulation is a workshop where your team responds to a hypothetical situation in a safe environment.

Why Run a Simulation?

• Builds Muscle Memory: Your team learns what to do automatically under pressure.
• Tests Your Plan: Identifies weak spots in your current playbook.
• Improves Coordination: Gets different departments (PR, Legal, Customer Service) comfortable working together.

How to Run a 90-Minute Simulation

1. The Setup (15 minutes) Get the right decision-makers in the room. Choose a facilitator and a realistic scenario for your business (e.g., a viral video of a product failure).

2. The Exercise (45 minutes) - The Golden Hour (0-15 min): The situation is presented. The team identifies who is in charge, drafts an initial public statement, and sets up monitoring. - The Escalation (15-30 min): The situation grows (e.g., a major news outlet tweets the video). The team must decide who speaks to the media and what the message is. - The Aftermath (30-45 min): New information emerges (e.g., the video is proven fake). The team plans how to correct the record and rebuild trust.

3. The Debrief (30 minutes) Discuss what went well, where the team struggled, and what gaps were found in the crisis plan.

Chapter 47 Toolkit: Training Your Team

Practical Exercise

Exercise: Run a Simulation Choose a brand you are familiar with. Run this simple simulation with your team or colleagues. Focus specifically on the speed of the initial holding statement and the clarity of the escalation process.

DPRI CONNECTION

Simulations practice the implementation of The Reputation Crisis Response Playbook. They directly impact your team's ability to manage Sentiment and Share of Voice during a real event.

Next: Beyond internal practice, Digital PR requires external outreach. Chapter 48 provides the templates needed for effective Influencer PR Planning.