Clinch ClinchWhen something goes wrong in crypto — and something always does — how you respond in the first 48 hours determines whether you survive or collapse. Here's the…
When something goes wrong in crypto — and something always does — how you respond in the first 48 hours determines whether you survive or collapse. Here's the crisis PR playbook.
Crypto crisis PR is uniquely challenging. Events move faster (Twitter/X can destroy a reputation in hours). The community is more vocal and influential than in any other sector. Misinformation spreads at impossible speeds.
The 48-hour crisis framework: Hours 1-4: Internal assessment and statement preparation. Hours 4-8: First public communication (never go silent). Hours 8-24: Detailed update with facts, impact assessment, and remediation steps. Hours 24-48: Ongoing communication cadence until resolution.
What to never do in a crypto crisis: Go silent for more than a few hours. Blame external factors without evidence. Promise things you cannot deliver. Delete posts or try to hide information (screenshots are forever).
The community matters most: In crypto, your community is your most important audience during a crisis. Communicate with them first, be radically transparent, and give them tools to help rather than making them passive observers.