Every PR team has lived this: a Reddit post catches fire, someone screenshots it and sends it to Slack or email, and the next 6 hours are spent on ad hoc triage across email threads, half-updated docs, and stakeholders asking, "Where are we on this?"

Defusely replaces that chaos with a structured WarRoom.

When a high-risk Reddit thread surfaces, Defusely creates a single workspace with AI severity scoring, stakeholder timelines, response drafts tuned to subreddit culture and brand voice, and a 7-step workflow (Detect, Assess, Contain, Decide, Craft, Coordinate, Post-mortem) built around how crisis teams actually work.

Defusely is not a monitoring tool. It works alongside Brandwatch, Meltwater, Brand24, and other platforms, as well as manual alerts. Monitoring detects. 

Defusely governs and provides guidance to what happens next.

Built for PR agencies, in-house comms teams, and corporate affairs groups at consumer-facing brands where Reddit moves fast: airlines, fintech, telco, QSR, gaming, and tech.

Founded by Jay Rockliffe, a marketing and product executive with 28 years across brand and agency. When AI search went mainstream, he noticed something most brands missed: every major LLM pulls from 7-10 sources per query, and Reddit shows up nearly every time. A platform that brands had safely ignored became a permanent fixture in buyers' research. The monitoring tools were already there. Nothing helped teams act on what they found. 

Defusely closes that gap.

Defusely

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