Crisis Management
When your reputation is under attack, speed and authenticity are everything. We act within hours — not days — combining AI-powered monitoring with a pre-positioned KOC network ready to deploy on your behalf.
Why This Matters
A crisis that isn't contained in the first 24 hours can take 6 months to repair.
On Xiaohongshu and Threads, negative content spreads through algorithm amplification — not just organic sharing. A single viral complaint can achieve 100,000+ views before your communications team sees it. By the time a traditional PR agency is briefed and a statement drafted, the narrative has set.
Our approach is different: because we run continuous monitoring and maintain a live KOC network, we can move from alert to counter-narrative deployment within hours — not days.
Our Crisis Response Protocol
Rapid Assessment
Crisis alert triggers immediate escalation. Our team assesses scope, source, and velocity of negative content. You receive a situation brief within 2 hours of first alert.
- Source identification
- Severity classification (1–5)
- Immediate containment options briefed
Containment
Rapid KOC counter-narrative deployment. Authentic voices are mobilised to dilute negative content with genuine positive context — not fake reviews or denial.
- Emergency KOC activation
- Comment matrix suppression
- Platform-level escalation where applicable
Narrative Stabilisation
We monitor sentiment recovery in real time. As the crisis subsides, we shift from suppression to brand rehabilitation — rebuilding the positive narrative through sustained KOC seeding.
- Share of Voice recovery tracking
- Sentiment trend monitoring
- Media monitoring for pickup escalation
Brand Restoration
Long-term reputation restoration through a structured seeding campaign that pushes positive content to the top of XHS search, Google, and AI answer engines. Crisis becomes a managed chapter, not a permanent scar.
- SERM — search result rehabilitation
- XHS keyword recapture
- GEO content optimisation for AI engines
Crisis Management Capabilities
24/7 Crisis Monitoring
Real-time alerts the moment negative content spikes beyond normal baseline — day, night, or weekend.
Dedicated Crisis Hotline
Direct access to a senior Chiwa AI strategist, not a junior account manager, when you need it most.
Emergency KOC Activation
Pre-briefed KOCs ready to deploy within 4 hours of crisis classification — no cold outreach delays.
Platform Escalation Support
We have direct relationships with major platforms. For severe cases, we can escalate content removal requests.
Board-Ready Reporting
Clear, jargon-free crisis reports designed for executive stakeholders, board presentations, and regulatory disclosures.
Post-Crisis Brand Audit
A full brand health assessment 30 days after resolution — measuring what recovered, what still needs attention.
Crisis Management is a retainer, not a fire engine.
The brands that recover fastest from a crisis are the ones that were already on retainer before it hit. Our ORM clients on Plan B and Plan C have crisis response built into their monthly engagement — 24/7 monitoring, pre-positioned KOC network, and a designated strategist who already knows their brand.
For brands not yet on retainer, we offer standalone crisis management engagements. Pricing is dependent on severity, scope, and platform. Contact us for a confidential briefing.
Included in
Plan B Growth — HKD 22,800/mo
Monitoring + emergency activation
Plan C Dominance — HKD 42,800/mo
Full crisis suite + dedicated strategist
Plan A clients can add crisis monitoring as an add-on. Ask your strategist.