Incident Categories
The three categories of incidents used to classify potential impacts in reactive communication strategies.
What are Yellow, Orange, and Red Flags?
These actions should be avoided, as they can tarnish public perception and escalate a crisis unnecessarily.
What are defensive or retaliatory responses?
This is the internal communication platform used by teams during a Red Flag incident to share updates and manage communication.
What is Microsoft Teams?
When an article criticizes Sage in an industry-relevant publication, but it hasn’t yet gained mainstream attention, it is categorized as this level of impact.
What is a moderate-impact (Orange Flag) incident?
The strategic action recommended for social media issues classified as a Yellow Flag.
What is to provide a solution or satisfactory response to avoid escalation?
This AI-powered tool is recommended for monitoring online mentions and industry discussions during crises.
What is Talkwalker?
An issue that poses a moderate risk and requires timely intervention to prevent escalation but has not yet caused significant damage.
What is a Yellow Flag incident?
During this type of flag-level incident, Sage may need to involve its executive team, execute a crisis response plan, and maintain public trust.
What are the strategic actions for Red Flag incidents?
A question that helps assess whether engagement with a journalist is worth pursuing.
What are "Do we have or need a relationship with the journalist?", "Is the journalist making a good-faith effort to understand the issue?", and "Is the outlet respected by our stakeholders?"
For this type of incident, the communications goal includes ensuring internal staff and external stakeholders understand Sage is a high-quality, trustworthy publisher while responding urgently and strategically.
What is the communications goal for Red Flag incidents?
The strategic action recommended for social media issues classified as a Yellow Flag.
What is to provide a solution or satisfactory response to avoid escalation?
Acknowledge the issue and express empathy to affected parties.
What is the first step in handling a communication crisis effectively?
A crisis with immediate and potentially substantial impact on business or reputation often converging on mainstream news and social media platforms.
What is a Red Flag situation?
A proactive framework designed to address situations with significant risk, requiring immediate attention and coordinated efforts to mitigate impact and prevent escalation.
What is an Orange Flag incident strategy?
Learn from each incident to improve future reactive communication strategies.
What is a crucial step to enhance your response process after a communication crisis?