PM Crisis

Write a sincere, effective apology to a customer, group, or the public. Use when asked to write an apology, say sorry to a customer or community, make amends after a mistake, or respond to a complaint with an apology. Produces a genuine apology — acknowledgement, taking responsibility, empathy for the impact, the concrete fix and prevention, and an offer to make it right — in the right tone, without excuses or non-apologies.

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.

Plan and write the communications for a layoff or restructure with clarity and dignity. Use when asked to communicate a layoff, write a RIF/redundancy announcement, prepare manager talking points for letting people go, or plan workforce-reduction comms. Produces a comms package — sequencing plan, the all-hands/company message, the affected-employee message, a manager guide with talking points, a staying-team message, and an external/press holding line.

Write clear customer-facing outage and service-disruption notifications. Use when asked to write an outage notice, a status-page update, a service-disruption email, a maintenance notice, or an incident update sequence. Produces status-page updates for each phase (investigating → identified → monitoring → resolved), a customer email, and a resolved/post-incident summary, in plain, reassuring language.

Write the customer-facing incident update during an outage — status-page post or email — that's honest about impact without over-promising. Use when asked to write a status page update, draft customer comms for an outage, post an incident notice, or tell customers about downtime. Produces the update in the right tense for the incident stage (investigating / identified / monitoring / resolved), with impact scope, any workaround, and a concrete next-update time. Distinct from incident-postmortem (the internal retro).

Write a single clear, honest public statement about an incident. Use when asked to draft a public statement, a press statement, or an official response to a security breach, outage, data incident, recall, or public controversy. Produces a ready-to-publish statement — acknowledgement, what happened, impact, what you're doing, what affected people should do, and a commitment to update — plus a short and a long version.

Respond to a brand or executive impersonation incident — deepfaked executives, cloned support lines, fake apps, spoofed domains, or AI-generated scam content wearing your name. Use when a deepfake of a leader is circulating, customers report a fake version of your product or support channel, or to prepare the impersonation playbook before it happens. Produces an incident response: verification protocol, takedown sequencing by platform, customer and public communications, and the hardening plan. For general crisis comms use press-release/pm-crisis skills; for security incidents inside your systems use security-incident-response.