01
When does a brand need crisis management?
A brand needs crisis support when negative discussion spreads, media or social attention rises, or search results begin to influence customer trust.
04Rapid Response
Brand 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.
2hrs
Time to first situation brief
4hrs
Emergency KOC activation
72hrs
Sentiment stabilisation target
Our Crisis Response Protocol
0–2 Hours
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
2–24 Hours
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
24–72 Hours
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
Week 2+
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
01
24/7 Crisis Monitoring
Real-time alerts the moment negative content spikes beyond normal baseline — day, night, or weekend.
02
Dedicated Crisis Hotline
Direct access to a senior Chiwa AI strategist, not a junior account manager, when you need it most.
03
Emergency KOC Activation
Pre-briefed KOCs ready to deploy within 4 hours of crisis classification — no cold outreach delays.
04
Platform Escalation Support
We have direct relationships with major platforms. For severe cases, we can escalate content removal requests.
05
Board-Ready Reporting
Clear, jargon-free crisis reports designed for executive stakeholders, board presentations, and regulatory disclosures.
06
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.
FAQ
Questions clients often ask first
02
Is crisis management only about issuing a statement?
No. Effective crisis management includes monitoring, risk grading, response strategy, content timing, search reputation repair, and trust rebuilding.
03
How does Chiwa AI reduce crisis impact?
We identify the source and spread of the issue, then support response content, community management, search optimization, and long-term reputation recovery.