How do I respond to a PR crisis?
Containment in hours, not days. Astra runs the war room while you stay focused.
You'd think this needs a $20K crisis comms agency and a war room — Astra runs the whole protocol from chat in the first 30 minutes.
The short answer
Astra responds to a PR crisis by activating a 5-phase containment protocol the moment you flag it. Phase 1 (first 30 min): she scrapes Twitter, Reddit, Hacker News, and Google News for every mention, scores severity by reach × sentiment, and drafts a one-pager with what's being said, who's saying it, and the most damaging claim. Phase 2 (hour 1-2): she drafts 3 response variants (apology, clarification, no-comment) with the tradeoffs spelled out. Phase 3: once you pick, she publishes to Twitter, drafts an internal Slack brief for your team, and queues a customer email if needed. Phase 4: hourly sentiment monitoring with Lark alerts when the conversation turns. Phase 5: after 72 hours, a postmortem with what worked, what didn't, and a playbook for next time. The whole protocol runs from chat — you make 3 decisions, she handles execution.
How Astra actually does it
- 1Triage in 30 minutes
Scrape Twitter, Reddit, Hacker News, and Google News for every mention in the last 24h. Score by reach × sentiment. Identify the original source and the most damaging claim.
TwitterRedditGoogle News - 2Draft response options
3 variants — full apology, factual clarification, no-comment-with-context — with reach estimates and likely outcomes spelled out. You pick in chat.
- 3Publish and brief internally
Post chosen response to Twitter and LinkedIn. Drop a Slack brief for the team with talking points. Draft a customer email if account-impacting.
TwitterLinkedInSlackMailchimp - 4Monitor hourly
Hourly sentiment scan for 48 hours. Lark alert if a high-reach account jumps in or sentiment shifts more than 20% in either direction.
Lark - 572-hour postmortem
What was the actual root cause, what response worked, what didn't, and the runbook so you respond faster next time. Stored in Notion.
What it looks like in chat
Active war room from chat — triage doc, response drafts, published response, internal brief, hourly monitoring, and 72-hour postmortem stored in Notion.
On-demand activation; 30-min initial triage; hourly monitoring for 48h; postmortem at 72h.
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Try this with AstraFrequently asked questions
What if the crisis is happening at 2am?
Astra runs 24/7. The triage doc and first response options are ready by the time you wake up. She won't publish anything without your approval — but she'll have everything teed up so you can respond in minutes, not hours.
What if I don't know if it's actually a crisis yet?
Tell her 'something might be brewing on Twitter' and she'll do a 15-min severity scan. If reach × sentiment is below threshold, she gives you a 'monitor for now' verdict. If it's escalating, she activates the full protocol automatically.
Can I customize the response tone?
Yes. Tell her 'we're a serious B2B brand, no jokes' or 'we lean into self-deprecation' and she matches. She also reads your past public statements as a voice anchor so the response sounds like you, not generic crisis-PR boilerplate.
What if our legal team needs to review every public statement?
Add legal as an approver in the response draft step. She'll route everything through your designated reviewer (email or Slack) and won't publish until you confirm. You can also pre-set a list of phrases that auto-trigger legal review (refund commitments, regulatory mentions, etc.).
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