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pr-crisis-response

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Build a crisis communications plan to respond fast and credibly when something goes wrong. Use when asked to handle a PR crisis, draft a crisis comms plan, respond to a public backlash/scandal/incident, or prepare holding statements. Produces a crisis comms plan — situation assessment, stakeholder map, a message house, channel-by-channel statements, a holding statement, an internal brief, and a follow-up timeline.

plugins/pm-crisis/skills/pr-crisis-response/SKILL.md

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Nov 10, 2026
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# PR Crisis Response Skill

In a crisis, silence reads as guilt and a clumsy statement makes it worse. The first hour decides the
narrative. This skill produces a coordinated response — what you say, to whom, on which channel, and in what
order — anchored in one consistent message so the company speaks with a single voice while the facts are still
moving.

## Working from a brief

You'll often get the situation in a sentence ("a customer's data was exposed and it's trending"). **Produce the
full plan anyway** — infer the likely stakeholders, channels, and questions, label assumptions, and clearly
flag where facts must be confirmed before publishing. Never stall for complete information; a crisis plan with
labelled unknowns beats no plan. Mark anything legally sensitive for review.
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