A senior member of the team reviews the brief and identifies the questions, service or response route that should come next.
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Frequently Asked Questions
State what happened, where it appeared, what is inaccurate or harmful, who is affected and how urgent the situation is.
Send the brief anyway. Describing the situation in plain terms is enough; the team will identify whether it calls for media relations, content, an event, monitoring, Social PR, creators or crisis support, and explain why.
The team reviews the situation and comes back with the most relevant next step. If you flag the situation as urgent in the first line, it is prioritized.