Crisis Chemical Signaling Playbook
A structured approach to crisis communication based on the principle that how you respond matters more than what happened.
A structured approach to crisis communication based on the principle that how you respond matters more than what happened. Derived from J&J's Tylenol response and contrasted with failed responses (BP, VW, Boeing).
When to Use Crisis Chemical Signaling Playbook
When facing product failure, security breach, scandal, or financial collapse. Apply within first 24 hours of crisis emergence.
How to Apply
Amplify, Don't Minimize (Hour 1-24)
Resist instinct to minimize. Assume worst case, overreact, provide maximum transparency. Minimization signals defensiveness; amplification signals seriousness.
Questions to Ask
- Are we treating this as existential or manageable?
- What would maximum transparency look like?
- What costly action demonstrates seriousness?
Outputs
- Initial response plan
- Transparency commitment
Actions Over Words (Day 2-7)
Focus on costly actions (recalls, executive accountability, victim compensation, structural changes) not verbal signals (press releases, apologies).
Questions to Ask
- If an observer watched our actions (not words), would they understand our commitment?
- What structural change proves we're serious?
Outputs
- Action plan
- Accountability assignments
Prevent Recurrence Visibly (Week 2-4)
Implement new processes, conduct third-party audits, raise industry standards if possible. Make prevention visible.
Outputs
- New protocols documented
- Audit schedule
- Industry standard proposals
Rebuild Through Consistency (Month 2-6)
Trust rebuilds through consistent signals over months: deliver on promises, over-communicate progress, demonstrate learning.
Questions to Ask
- Are we delivering on commitments made during crisis?
- How do we show we haven't forgotten?
Outputs
- Monthly update schedule
- Metrics dashboard
- Learning documentation