Most lasting damage in a crisis comes from the response rather than the original event.
Screenshot everything with timestamps. Content gets edited and deleted, and you may need the record later.
Every public statement is permanent and quotable. A rushed reply frequently becomes the second story.
Almost every avoidable mistake in a crisis is made in the first few hours.
One angry post is not a crisis. Find out where it has actually travelled before deciding how to respond.
One voice, one channel, one message. Multiple people responding independently is how a contained problem escalates.
Sometimes, and often not. If the content has not spread, a statement can amplify it. That call depends on reach, which is why the first step is measuring it.
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