During the incident
Incident update cadence guide for no-change updates
Choose and keep a customer update cadence during an incident, including what to publish when nothing material has changed—without inventing progress or an ETA.
Promise the next update time
Choose a specific time your team can keep and include it in the current message. Treat that promise as a publishing commitment, not a restoration estimate.
Publish when you said you would
If nothing material has changed, say that plainly, repeat the verified impact and current state, and give the next update time. A factual no-change update is better than unexplained silence.
Keep unknowns explicit
Separate what is confirmed from what remains unknown. Do not turn a suspected cause, an internal theory, or elapsed time into claimed progress.
Update sooner for a verified material change
Do not wait for the scheduled time when the customer impact, incident state, supported workaround, or restoration status changes materially and has been verified.
Align every customer channel
Carry the same state, scope, timestamps, and next-update commitment across the status page, email, and in-app message. Correct contradictions before publishing.
Separate recovery from resolution
Say when service has recovered or is being monitored only after that state is confirmed. Publish a resolved update separately when the incident is actually closed.
Draft from verified facts.
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