We love a good, proactive content calendar, but in the digital programs we support, rapid response work is almost always a necessary complement to regularly-scheduled communications.  

To help get the balance right, we often make a decision tree. That’s functionally a checklist to help teams to determine whether they should respond in a particular moment, and then map out how they can move forward. 

If you want to see what that looks like, sign up below to download the Rapid Response Checklist.