CRISIS KIT PRO™
Crisis playbook — free

A negative review is going viral.

40,000 views and climbing. Your phone won't stop. Here's the truth: the next two hours decide whether this is a bad week or a bad year. Don't reply yet — work the system.

First: the next 15 minutes

Screenshot the post and the comments. Freeze scheduled marketing. Then score it — visibility and viral potential drive this number.

Say nothing publicly yet. Nothing you publish in the next 15 minutes fixes this — but one wrong sentence lasts forever. Then:

Score the severity — free, 2 minutes
What NOT to do
  • Reply emotionally or defensively — screenshots of a hot reply outlive the apology for it
  • Delete the post or ask the platform to remove it before documenting everything
  • Promise refunds, investigations, or fixes you haven't confirmed you can deliver
Your likely lane

Most viral-complaint situations land in Acknowledge (holding statement) or Clarify if the claims are provably wrong. If a real customer was materially harmed, it's Apologize — and the customer hears it from you directly, first.

Not sure which lane? Run the 60-second lane picker →

This page is the first aid kit. The full system is the hospital.
The Crisis Kit Pro™ gives you the fill-in-the-bracket templates for this exact scenario, the six-factor severity calculator, the approval workflow, and the hour-by-hour plan — $149 USD one-time payment.
Get Crisis Kit Pro — $149 USD pilot

Other scenarios:

A journalist wants comment by morningAn ex-employee is making allegationsProduct outage or failureYou made a public mistakeA co-founder dispute is going publicAnnouncing layoffs because of AI

Educational guidance, not legal advice. If safety, money, data, or legal rights are at stake, involve qualified counsel before any public statement.