When something goes wrong, your reaction decides everything.
A crisis communication kit for brands that actually give a damn. This course gives you the plan, the words, and the calm you need, in two hours or less.
What this
isn’t / is
This is not acorporate “crisis protocol,” a jargon swamp, or a script for pretending you’re fine.
This is a practical crisis kit for brands with values, not vanity. Everything you need to respond like a grown-up brand, without sounding defensive, robotic or “we do not recognise this image…”. This is your seatbelt: the guide you reach for when things wobble and you need to act like you meant to be in charge. This kit gives you the structure, the words, and the decision-making spine you need, all in under two hours.
Who this is for
This course is built for:
Founders: Who’d rather not melt down on Instagram Stories at 01:17.
Comms & brand teams: Who want fewer “is this okay to post?” debates.
Small businesses & creatives: Who know reputation isn’t about being perfect — it’s about owning the hard moments.
Values-driven brands: Who refuse to speak in press-robot sentences when things get real.
Anyone who has ever said “we’ll figure it out” during a crisis: (Pro tip: you won’t. But this will.)
If you care about how your brand behaves when the room gets uncomfortable, you belong here.
What you’ll learn
In 2 hours, you’ll walk away knowing:
✔ What’s noise vs. what’s an actual trust problem
✔ What you stand for when it’s inconvenient
✔ Who speaks, who decides, and who absolutely should not
✔ How to talk like yourself on a serious day
✔ How to write internal notes, holding lines & customer updates that land
✔ How to avoid panic posting, overexplaining, or founder meltdowns
✔ How to recover after the storm and actually strengthen your reputation
No dramatics. No hiding. Just the roadmap you wish you had last time something went sideways.
What you get
A complete crisis communication system you can use today, or the moment something breaks.
→ 8 modules
Short, sharp, straight to the point.
→ 20+ worksheets & tools
Holding lines, internal notes, crisis roles, tone sliders, Q&A prep — everything.
→ The full Whoops 2-Hour Crisis Kit (PDF)
Your complete 40+ page guide.
→ Case studies: The Cringe Archive
Real examples of brands who meant well… and said it weird.
→ A rebuild plan
Because the real work starts after the noise dies down.
All delivered in a way that won’t make you roll your eyes.
Why this works
Good brands mess up. Great brands own it.
People forgive mistakes. They don’t forgive spin, bias, panic, defensiveness, or disappearing acts.
This kit shows you how to handle the messy moments without:
overreacting
freezing
blaming
posting something you’ll delete later
letting ego run your keyboard
It’s not about perfection.It’s about how fast you can get back to being who you say you are.
The curriculum
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Get the lay of the land and learn how to use the kit.
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Understand what’s real, what’s noise, and what could break trust.
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Map what you stand for when things shake.
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Roles, rules, channels, and the guardrails that keep chaos out.
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How to speak without sounding corporate, defensive, or lost.
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Internal notes, holding lines, customer updates & panic-proof answers.
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Real-world examples of tone gone wrong (and how to do it right).
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How to fix things properly and move forward without the mess.
Your investment
€79
One-time payment
Lifetime access
Instant download of everything
For the price of a mildly painful invoice, you get a system that protects your reputation for years.
Why €79 makes
(no) sense
€79 is what you’d spend on a dinner or a new sweater.
A crisis handled badly? That costs a lot more: customers leaving, partners doubting you, defensive founders, screenshots living forever, external consultants billing per half hour, energy you’d rather use somewhere else.
You don’t need a slow-moving agency charging €300/hour to tell you what your gut already knows. You need a system.
This kit gives you senior-level crisis expertise without the senior-level invoice.
A traditional crisis comms firm will charge:
€6,000–€25,000 for a crisis plan
€250–€400/hour for advice
€1,500 for one holding statement
This course gives you my entire process, the one I use with clients, distilled into two hours you can replay anytime.
For €79.
Does it pay for itself? Immediately.
I can’t promise you won’t hit another crisis someday, that’s life. But I can promise this:
When it happens, you won’t guess. You won’t spiral. You won’t make it worse.
You’ll know what to say, what not to say, and how to hold the room.
One avoided headline is worth more than €79.
One non-defensive message is worth more than €79.
One crisis handled well can save your whole reputation.
Call it a seatbelt.
Call it reputation insurance.
Call it “future me will thank present me.”
Either way: it's worth it.
Who teaches this course
I’m Jette, founder of Whoops. I work with start-ups, scale-ups and impact brands who don’t want PR spin, but actual grown-up guidance when things get loud.
I’ve worked on both sides of reputation: journalism (where we ask the uncomfortable questions) and brand communication (where you learn why those questions matter). I’ve helped organizations handle the moments they’d rather skip, the ones that show whether your values are real or just a PowerPoint slide.
I’m not here to scare you or wrap things in corporate language. I’m here to help you respond like a brand with a backbone — without losing your tone, your audience, or your sanity.
Everything in this course comes from real work with real teams in real crises.
No theories. No jargon. No drama.
Just the tools, structure and straight-talking support you need to handle your next “whoops” like you saw it coming.
Ready to own the mess?
Two hours now. Fewer headaches later.