Good rapid response takes months, sometimes even years. That’s because most of the work happens before the crisis. In advance of the next crisis, (since there’s always another one coming), some suggestions:
Define your terms.
What does “rapid response” actually mean for your team(s)? Is it a social post within the hour of news breaking? A reactive statement within a day? A full campaign stood up within the week?
Keep in mind, not everything requires a full-on media blitz, so it’s also helpful to define what warrants a reactive, an op-ed, or a comprehensive cross-channel content rollout.
If you get clear on this early, you won’t have people pulling in ten different directions mid-crisis or asking “Why haven’t we responded to X?!?!” (jk they’ll still ask that).
Define your roles.
I use a basic Google form to find out who wants to be involved in rapid response work, in what ways, and what their availability and strengths are.
Are you extremely online, constantly monitoring TikTok trends BUT not empowered to make org decisions? We have a role for you!
Are you in charge of everything but know nothing about how content actually works? WE HAVE A ROLE FOR YOU, TOO!
This type of planning helps avoid last-minute chaos and misplaced assumptions about roles.
Then, once we know who is involved, it’s time to establish a response framework (DARCI, MOCHA, LARP, whatever), because clarity about who decides, who executes, and who consults can save a lot of drama.
Go ahead and write Keith Richards’ obituary.
Some things don’t have to be last minute. You can go ahead and draft the bulk of your copy for certain things ahead of time.
Establish your response protocol.
Not everything needs your take. Which is why I like to use the “What?” “So What?” “Now What?” framing to figure where we stand once the news breaks.
“What?” Do we have new, original information?
“So What?” Do we have unique insight or analysis?
“Now What?” Can we offer forward-looking framing?
If yes to any of that, yay! It’s time for content! If not, that’s okay! You can still amplify allies and keep your deep listening tools engaged for further opportunities. Again, there’s always another crisis coming.
Lastly, be open to improv.
Protocols are a guide, not gospel. The goal is to make something good (right?), so if a last-minute addition improves the message or the process, make space for it. (NB: Eye rolls, sighs, and vulgar hand gestures are usually acceptable in these instances).
I also like to make sure to have a debrief after the rapid response moment to hold the stragglers and parachuting geniuses accountable for their disruptions.
