Twenty-Four Hour Response
A three-phase implementation playbook for building crisis response infrastructure before crisis hits.
A three-phase implementation playbook for building crisis response infrastructure before crisis hits. The difference between J&J's 24-hour response and United's 36-hour fumbling wasn't luck - it was preparation.
When to Use Twenty-Four Hour Response
Use proactively to build crisis response capability before any crisis occurs. Review and update quarterly. The infrastructure takes ~40 hours to build and ~5 hours/month to maintain - compare to cost of being unprepared.
How to Apply
Week 1: Create Crisis Communication Protocol
Days 1-2: Designate 5-7 person crisis team with contact tree. Days 3-4: Draft response templates (immediate acknowledgment, initial apology, structural commitment). Days 5-7: Establish approval workflow with expedited 2-hour sign-off process.
Questions to Ask
- Who is on crisis team?
- What templates exist?
- Who can approve statements?
Outputs
- Crisis team roster with contact info
- Three response templates
- Approval workflow documentation
Week 2: Set Up Decision Rights & Escalation
Define three crisis tiers: Low (customer service, 24-48 hours), Medium (VP-level, 6-12 hours), High (CEO + crisis team, 2-4 hours). Create escalation triggers: 1,000+ negative mentions/hour, national media pickup, any safety/legal issue.
Questions to Ask
- What triggers each tier?
- Who owns each tier?
- What are response time targets?
Outputs
- Tier definitions and owners
- Escalation trigger criteria
- Response time commitments
Ongoing: Maintain Reachability
Quarterly 30-minute crisis drills simulating response. Monthly contact list updates. Daily monitoring of weak signals (social mentions, customer escalations).
Questions to Ask
- When was last drill?
- Is contact info current?
- Who monitors weak signals?
Outputs
- Quarterly drill schedule and results
- Updated contact tree
- Monitoring assignments and alert setup