Or, alternatively, coms management is important and formally declaring an incident is an important part of outage response - going from “hey Bob something isn’t looking right can you check when you get a sec” to “ok, shits broken, everyone put down what you are working on and help with this. Jim is in charge of coordinating the technical people so we don’t make things worse, and should feed updates to Mike who is going to handle comms to non-technical internal people and to externals” takes management input