5.6 Crisis Communication
(Or: "How to prevent a molehill from becoming a mountain... of lawsuits")
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5.6.1 When a Major Client Complains Publicly
From Social Media Shaming to Damage Control
⏰ The 60-Minute Fire Drill
1. Acknowledge Publicly (Within 30 Mins)
o "We’re investigating this urgently and will update by [time]."
2. Take It Offline (But Keep It Visible)
o "Please check your DM—we’ve shared a direct line to our CEO."
3. Over-Deliver the Fix
o Refund + free upgrade + personal apology call
🔥 Horror Story:
A SaaS founder argued with a client on LinkedIn. Result:
• Screenshots went viral
• 3 enterprise clients churned
• ₹2.3Cr annual revenue lost
Template (Public Response):
markdown
We deeply regret your experience, [Name]. Our team is:
✅ Reviewing what went wrong ([Time] by [Name])
✅ Fixing the issue for all customers
✅ Ensuring this never recurs
I’ve DM’d you my personal number. This is our #1 priority.
-[Founder Name], [Title]
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5.6.2 Data Breach Response
(When Your Servers Become a Hacker Playground)
🛡️ The 72-Hour Survival Kit
Hour Action Legal Must-Do
0-1 Isolate infected systems Preserve logs for forensic audit
1-6 Engage cybersecurity firm Notify CERT-In (Mandatory under DPDP)
6-24 Draft customer notification Consult cyber lawyer for wording
24-72 Offer free credit monitoring File insurance claim if applicable
💀 Nightmare Scenario:
A healthtech startup delayed breach disclosure by 14 days:
• ₹1.8Cr penalty under DPDP Act
• 17% user churn
• Class-action lawsuit
Breach Notice Template:
markdown
Subject: Important Security Update
Dear [Name],
On [date], we detected unauthorized access to [type of data].
🔒 What we’re doing:
• Reset all passwords
• 24/7 monitoring
• Free [1-year] identity protection
📞 Dedicated helpline: [number] (M-F 9AM-9PM)
We’re devastated this happened and are overhauling our security.
-[Founder]
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5.6.3 Key Employee’s Abrupt Exit
When Your "Irreplaceable" Walks Out
🧠 Knowledge Rescue Protocol
1. Immediate:
o Freeze access (but don’t announce yet)
o Secure laptop/phone
2. Next 24 Hours:
o Conduct exit interview (Offer ₹10K bonus for documentation)
o Record Loom videos of critical processes
3. Week 1:
o Assign mentees to reverse-engineer their work
o Client comms template:
"[Name] is pursuing an exciting new chapter. Your new point of contact is [Name], who’s been fully briefed."
🔥 Bloodbath Case:
A sales head quit to join a competitor—and took:
• Client list (Saved in personal drive)
• Pricing models (Emailed to himself)
• 6 key accounts followed him
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🛡️ Crisis Preparedness Scorecard
"How screwed are you?"
Scenario 😱 Deer in Headlights 🛠️ Some Plan 🛡️ Navy SEAL Ready
Public Complaint Delete comments Standard apology Pre-approved escalation matrix
Data Breach Panic Googling Basic incident response Cyber insurance + CERT-In contacts
Key Departure Beg them to stay Non-compete in place Role-specific "dark manuals"
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🚨 Crisis War Room
"When all hell breaks loose:"
Disaster First 60 Minutes Long-Term Fix
Viral Complaint 1. Pause all marketing
2. Mobilize CX team Implement "Voice of Customer" alerts
Ransomware Attack 1. Disconnect networks
2. Call cyber lawyer Air-gapped backups
Mass Resignation 1. 1:1s with remaining staff
2. Temp staffing Career path programs
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📌 Founder's Crisis Toolkit
1. The Red Envelope
o Pre-drafted (but blank-dated) letters for:
• Breach disclosures
• Client apologies
• Press statements
2. The Batphone List
o Laminated emergency contacts:
• Cyber forensics
• Employment lawyer
• PR crisis firm
3. The Dark Manuals
o Every critical role has:
• Process videos
• Password vault
• "If I get hit by a bus..." letter
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🎯 Final Thought
"There are two types of companies—those that have faced a crisis, and those that will. Only the prepared survive."
