Fastly crippled much of the Web, then issued the perfect apology - without bullshit
withoutbullshit.com/blog/fastly-crippled-much-of-the-web-then-issued-the-perfect-apology
What Jamie wrote
This Fastly outage had a big impact on the entire Internet.
You can’t control when and how problems with your company affect customers. What you can control is what you do when there is a problem. Communication with customers should be fast, clear, contrite, and not overly defensive. Fastly’s blog post is practically a template for how to do it right.
I agree completely. I've had to write my fair share of Incident Reports and the basic structure here is what I have found the best. Be clear. Be completely transparent -- even when that is really hard. Always have a timeline. And explain what actions you are going to be taking as a result of the incident.