During a Crisis: Product Release Checklist

Checklist 2 min
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Use this checklist to ensure timely and accurate delivery of products in their order of release during a crisis.

From the moment a crisis occurs until it concludes, public affairs professionals have the responsibility of releasing specific media products at designated times. Following a product release timeline helps to control the narrative, supports operations and keeps necessary parties and individuals up-to-date. Unique situations may require distinct products and use a different timeline. So, remember to communicate and clear all releases with command. Use this checklist to help you deliver PA media products during a crisis. 

First hour

  • Prepare and send out your initial release.
  • Send out internal communications using emails, mass texts or base app push notifications.
    • Provide releasable details and any impact on installation operations.

  • Ensure headquarters is aware of the event and begin coordinating actions with them.

  • Silence all planned social media posts.

  • Release a holding post on social media (e.g., "We are aware of the situation, and will provide updates here when we can.").

  • Update your main website.

  • Issue ground rules agreement to all on-site media, if applicable.

  • Establish a comprehensive log of events.

  • Lead with empathy. 

  • Post on social media acknowledging the situation and directing individuals to a single source of information, if not within the first hour, as soon as possible.

Day 1

  • Process any responses to queries.
  • Review and release media kits.
  • Outline rules and restrictions for media.
  • Provide photo/video requirements to the visual information specialist responding to a crisis.
  • Update internal command information products.
  • Hold a press conference.
  • Issue a post-conference release with a summary of the information provided at the press conference.

Day 2 and beyond, until crisis ends

  • Continue using social media to direct the community to your single source.
  • Update the accident and incident report sheet and other internal reports.
  • Provide internal email updates while the incident investigation is active.
  • Issue follow-up release(s) while the incident investigation is active.
  • Update your website(s).
  • Update your rules and restrictions for media.
  • Upload the releasable imagery.
  • Follow the rules of the judge, the district attorney or the prosecutor's office (i.e., whoever is taking the lead, legally, or of the agency investigating) if this is a court case.

Post-investigation

  • Release the official report if permitted.
  • Issue a news release on the outcome.
  • Resume regular social media use.
  • Coordinate and compile the events log and all information for an after action report or follow-on investigation.

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