The Couch That Started a War: Lovesac's Crisis Comms Disaster
Keep executives off the front line during a live situation, or at least make sure someone has thought through how it reads before it goes out.
Read article →NO PR BACKGROUND NEEDED
Your team is stretched thin. Your crisis plan shouldn't be.
Your team doesn't have a spare month to write them. Start from a playbook, get it approved, and run it when it hits. No sales call. Start free.
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- Board Member Misconduct
- Data Breach
- Earthquake Response
- Employee Misconduct
- Environmental Violation
- Facility Closure
- Foodborne Illness Scare
- Gas Leak
- Health Inspection Failure
- Hurricane / Tornado
- Leadership Emergency
- Local Unrest
- Loss of Key Funding Source
- Natural Disaster
- Payment Processor Failure
- Pest Infestation
- Power Outage / Utility Failure
- Product Recall
- Security Incident
- Severe Weather Closure
- Social Media Backlash
- Sudden Regulatory Change
- Unethical Corporate Donor Backlash
- Visitor Injury
Crisis plans are the work that slips
No time to write them
Brand, internal, executives, and this week's fire already fill the calendar. Crisis plans wait.
Written once, then stale
"Oh - we have a plan for this...somewhere."
Invented under pressure
The holding statement gets drafted while the public is waiting. That's the compromise.
Nobody knows the next step
Who speaks, who approves, who gets the text. The team finds out during the incident.
How it Works
Start from the incident, not a blank doc
Pick a playbook or import the plan you already have. Layoff, data breach, executive departure - not “Untitled document.”
Put your people and language in it
Spokespeople, approval chain, holding statements. Email Legal a review link. They don’t need a CrisisComms seat.
Open Crisis Mode when it counts
Walk the playbook step by step. Next action, next statement, next owner - without hunting through a PDF.
The rest of the job that lives in four other tools today
Approvals, drills, and contacts stay with the playbook. SMS and email blasts are there when you need them - Legal still doesn’t need a seat.
Notify from the playbook
On paid plans, send SMS or email to employees who opted in - or copy a pre-approved message into the channel you already use.
Run practice drills
Practice the playbook on a schedule so Crisis Mode is not the first time your team sees it.
Get it approved without a seat
Send a no-login review link. They approve the language. You keep licenses on the people who will actually run the incident.
Keep contacts in one place
Spokespeople, execs, after-hours leads - stored with the playbook, not in a side spreadsheet.
Your emergency playbooks, one decision at a time.
The next step is a decision, not a scavenger hunt.
What it looks like when there is no usable plan
Learn from companies that handled a crisis, some well...some not so well.
How Topline Neutralized a Million-View Road Rage Crisis in Three Hours
In public relations, the initial response is what defines the trajectory of a crisis.
Read article →Bricks & Minifigs - The Cost of Leading With Legal
The single biggest mistake Bricks & Minifigs made in the early days of this crisis was letting its legal position become its public position.
Read article →J&J Nursery - What No Crisis Communication Prep Looks Like
A textbook case study in what happens when a business is caught without a crisis communication plan.
Read article →
Pricing
Start free with a crisis playbook template. Upgrade when your team needs more playbooks, seats, and support.
Starter
Try one scenario with your team
Free
1 playbook · 3 users
- Industry templates you can customize in minutes
- Crisis mode - walk the playbook when it hits
- Access to practice drills
- No credit card. Upgrade when you need more playbooks
Free!
Most Popular
Standard
For in-house comms teams
$49/month
10 playbooks · 10 users
- Email playbooks to teams to review (no log in required)
- 1,000 SMS and 1,000 emails every month
- Import a PDF playbook (5/month) instead of rebuilding it
- Buy extra SMS or email credits when a bad month hits
Less than one hour with a $500/hr crisis advisor
Premium
Your entire team in one workspace
$199/month
Unlimited playbooks · 20 users
- Room for every site, brand, and scenario in one workspace
- 5,000 SMS and 5,000 emails every month
- 20 PDF imports a month for big playbook libraries
- Extra credit packs when you need a larger blast
Less than the cost of a damaged reputation.
Frequently asked questions
What is CrisisComms?
A live crisis playbook for in-house comms teams. Start from a template or the PDF you already have, put your statements and owners in it, get Legal’s sign-off, and run Crisis Mode when something happens - instead of searching a document.
Do I need a PR or communications background to use this?
No. You can choose to use our pre-built playbooks which are written in plain language and designed to be used by business owners, managers, or anyone on your team, not just communications professionals. If you can follow a checklist, you can follow a playbook.
Is CrisisComms free to use?
Starter is free: 1 playbook, 3 users, Crisis Mode, and drills. No credit card. Paid plans add more playbooks, more seats, Legal review links, PDF import, and SMS.
Are there any AI features in CrisisComms?
Only to help turn an uploaded PDF into a playbook. You edit the language. Legal still signs off. Nothing auto-sends.
What is 'Crisis Mode'?
When an actual crisis happens, crisis mode walks you through your playbook in real time, step by step, so you can send the right statements and SMS alerts without flipping through a document.
Can we customize the playbook templates to fit our specific company structure?
Yes. Each one is fully customizable. You can use our industry-standard playbook templates out of the box, tweak the wording, decide who gets the text, or build custom decision trees tailored to how you actually work.
Can we text employees during a crisis?
Yes. Add people as emergency contacts, they opt in from an email link, and you send crisis SMS from the playbook. They can reply STOP to opt out. Msg and data rates may apply.
Have a playbook ready to use for when you need it
Sign up free. Pick a playbook. Invite your teams.
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Free to start. No credit card. No agency required.