pr-crisis-communication
公關危機的預防、因應和復原，一小時內先發暫時聲明
中文翻譯
---
name: "pr-crisis-communication"
description: "用 SCCT 理論和危機聲明框架，管理預防、因應、復原三個階段的危機溝通。使用者面臨公關危機、需要擬定危機回應、規劃危機準備，或要處理負面的公眾關注時使用，就算他們說的是「我們上了負面新聞」、「這個醜聞我們該怎麼回應」、「擬一份公開聲明」或「為可能的反彈做準備」也一樣。"
metadata:
category: "WP-21 設計/資訊/傳播/公衛"
tags: ["communication", "crisis-management", "pr"]
---
# 危機溝通
## 框架
```
IRON LAW: Respond in the Golden Hour
The first public response must come within 1 hour of the crisis becoming
public. Silence creates a vacuum that others fill with speculation.
A holding statement ("We are aware and investigating") is better than
no statement. Perfection is the enemy of timeliness.
```
### 三個階段
**1. 預防**（危機之前）
- 找出潛在的危機（風險盤點）
- 準備暫時性聲明（holding statement）並訓練發言人
- 成立危機小組，角色分工明確
- 監控媒體與社群管道
**2. 因應**（危機期間）
- 啟動危機小組
- 立刻發出暫時性聲明
- 快速蒐集事實
- 用 3C 框架發出完整聲明：
- **Concern（關切）**：對受影響的各方表達同理
- **Commitment（承諾）**：說明你針對這件事做了什麼
- **Control（掌控）**：展現你正在掌握局面
**3. 復原**（危機之後）
- 評估損害與學到的教訓
- 執行矯正措施
- 透過行動（不只是言語）重建利害關係人的信任
- 根據學到的教訓更新危機計畫
### SCCT（情境式危機溝通理論）
| 危機類型 | 責任歸屬 | 回應策略 |
|------------|---------------------|-------------------|
| **受害者型**（天災、謠言） | 低：組織同樣是受害者 | 否認／淡化 |
| **意外型**（技術錯誤、產品瑕疵） | 中：非故意 | 淡化／重建 |
| **可預防型**（人為失誤、組織失能） | 高：本來可以避免 | 重建（完整道歉 + 矯正行動） |
### 危機聲明範本
```
[關切] 我們對 [具體情況] 深感關切，我們的心與 [受影響的各方] 同在。
[事實] 以下是我們目前所知：[事實摘要，不做臆測]。
[承諾] 我們正在採取以下立即行動：
1. [行動 1]
2. [行動 2]
[掌控] 我們已啟動 [應變小組／流程]，並將以 [頻率與管道] 提供最新進展。
[聯絡] 如有疑問，請聯絡 [發言人、管道]。
```
## 輸出格式
```markdown
# Crisis Response Plan: {Situation}
## Crisis Assessment
- Type: Victim / Accidental / Preventable
- Severity: Low / Medium / High
- Stakeholders affected: {list}
- Media attention level: {current state}
## Immediate Response (< 1 hour)
- Holding statement: {draft}
- Spokesperson: {who}
- Internal notification: {who needs to know}
## Full Response (< 24 hours)
- Full statement: {draft using 3C framework}
- Key messages (3 max): ...
- Channel strategy: {where to publish}
- Q&A preparation: {anticipated questions + answers}
## Recovery Plan
- Corrective actions: ...
- Trust-rebuilding steps: ...
- Timeline: ...
```
## 注意事項
- **絕對不要說謊或臆測**：如果你不知道，就說「我們正在調查」。危機聲明裡寫錯一個事實，就會變成下一場危機。
- **社群媒體讓一切加速**：2010 年要花好幾天才會發展起來的危機，在 2025 年只要幾個小時。回應的速度必須跟得上擴散的速度。
- **先做內部溝通**：員工應該先從你這裡聽到，而不是從媒體聽到。內部聲明要在對外聲明之前，或同時發出。
- **道歉需要具體**：「如果有人覺得被冒犯，我們感到抱歉」不是道歉。「我們為 [具體行為] 造成的 [具體傷害] 道歉」才是。
- **法務與公關的拉扯**：法務團隊想什麼都不說（責任）。公關團隊想什麼都說（信任）。正確的答案通常是：承認事實、表達同理、承諾行動，同時不要過早承認法律責任。
## 參考資料
- 社群媒體危機應對手冊請看 `references/social-crisis.md`英文原文
---
name: "pr-crisis-communication"
description: "Manage crisis communication across prevention, response, and recovery phases using SCCT theory and crisis statement frameworks. Use this skill when the user faces a PR crisis, needs to draft a crisis response, plan crisis preparedness, or manage negative public attention — even if they say 'we're getting bad press', 'how do we respond to this scandal', 'draft a public statement', or 'prepare for potential backlash'."
metadata:
category: "WP-21 設計/資訊/傳播/公衛"
tags: ["communication", "crisis-management", "pr"]
---
# Crisis Communication
## Framework
```
IRON LAW: Respond in the Golden Hour
The first public response must come within 1 hour of the crisis becoming
public. Silence creates a vacuum that others fill with speculation.
A holding statement ("We are aware and investigating") is better than
no statement. Perfection is the enemy of timeliness.
```
### Three Phases
**1. Prevention** (before crisis)
- Identify potential crises (risk inventory)
- Prepare holding statements and spokesperson training
- Establish a crisis team with clear roles
- Monitor media and social channels
**2. Response** (during crisis)
- Activate crisis team
- Issue holding statement immediately
- Gather facts rapidly
- Issue full statement using 3C framework:
- **Concern**: Show empathy for affected parties
- **Commitment**: State what you're doing about it
- **Control**: Demonstrate you're managing the situation
**3. Recovery** (after crisis)
- Assess damage and lessons learned
- Implement corrective actions
- Rebuild stakeholder trust through actions (not just words)
- Update crisis plan based on learnings
### SCCT (Situational Crisis Communication Theory)
| Crisis Type | Attribution of Blame | Response Strategy |
|------------|---------------------|-------------------|
| **Victim** (natural disaster, rumor) | Low — organization is also a victim | Deny / Diminish |
| **Accidental** (technical error, product defect) | Medium — unintentional | Diminish / Rebuild |
| **Preventable** (human error, organizational failure) | High — could have been avoided | Rebuild (full apology + corrective action) |
### Crisis Statement Template
```
[Concern] We are deeply concerned about [specific situation] and our
thoughts are with [affected parties].
[Facts] Here is what we know: [factual summary, no speculation].
[Commitment] We are taking the following immediate actions:
1. [Action 1]
2. [Action 2]
[Control] We have activated [response team/process] and will provide
updates [frequency and channel].
[Contact] For questions, contact [spokesperson, channel].
```
## Output Format
```markdown
# Crisis Response Plan: {Situation}
## Crisis Assessment
- Type: Victim / Accidental / Preventable
- Severity: Low / Medium / High
- Stakeholders affected: {list}
- Media attention level: {current state}
## Immediate Response (< 1 hour)
- Holding statement: {draft}
- Spokesperson: {who}
- Internal notification: {who needs to know}
## Full Response (< 24 hours)
- Full statement: {draft using 3C framework}
- Key messages (3 max): ...
- Channel strategy: {where to publish}
- Q&A preparation: {anticipated questions + answers}
## Recovery Plan
- Corrective actions: ...
- Trust-rebuilding steps: ...
- Timeline: ...
```
## Gotchas
- **Never lie or speculate**: If you don't know, say "We are investigating." A wrong fact in a crisis statement becomes the next crisis.
- **Social media accelerates everything**: A crisis that would have taken days to develop in 2010 takes hours in 2025. Speed of response must match speed of spread.
- **Internal communication first**: Employees should hear from you before they hear from the media. Issue internal statement before or simultaneously with external.
- **Apology requires specificity**: "We're sorry if anyone was offended" is not an apology. "We apologize for [specific action] that caused [specific harm]" is.
- **Legal vs PR tension**: Legal team wants to say nothing (liability). PR team wants to say everything (trust). The right answer is usually: acknowledge facts, show empathy, commit to action — without admitting legal liability prematurely.
## References
- For social media crisis response playbook, see `references/social-crisis.md`