remove hero image and fix nav (#130)

docs/during/external_communication_guidelines.md

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 cover: assets/img/covers/whos_on-call.png
 description: Information on how to manage external communications
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-hero_alt_text: External Communication Guidelines
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-## External Communication Guidelines
+Information on how to manage external communications during an incident. See our [role descriptions](../before/different_roles/) for information about who is responsible for external communications.
 
-### When to communicate publicly
+## When to communicate publicly
 
 Before you decide to communicate an incident, it’s important to have an agreed-upon set of criteria for when a major incident is communicated. False alarms and short-lived issues can sometimes kick off incident calls, so knowing when communication is appropriate will help your customers avoid widespread panic. This can be tied to your organization’s definition of [what an incident is](https://response.pagerduty.com/before/what_is_an_incident/), and/or your [severity levels](https://response.pagerduty.com/before/severity_levels/).
 
@@ -21,25 +19,25 @@ You might consider the following criteria as well:
 
 We also recommend coming up with a set of templates for different stages of an incident, including options for the communications below as well as special situations (long-running incidents, small or limited customer impact, incidents opened with immediate resolution, etc.) 
 
-### How to communicate
+## How to communicate
 
-#### Initial communication:
+### Initial communication:
 
 The first communication should indicate that an incident is under investigation. The goal here is to avoid a customer experiencing symptoms of the incident, checking status pages or Twitter accounts, and not seeing awareness of the issue from the business. 
 
 - Decision and posting of initial communication happens within 5 minutes of kicking off the incident call.
 - These messages should be entirely templated for ease of action.
 - These messages can be minimal in revealing scope which might not be known yet, but should indicate that scope will be coming soon. 
 
-#### Second communication: Initial Scoping of Impact
+### Second communication: Initial Scoping of Impact
 
 This is a message that should be delivered within 5 minutes of the first communication, once some scope of impact is known. This post should outline: 
 
 - Customer impact
 - An update of which components and/or functionality are impacted
 - Which regions are affected.
 
-#### Updates
+### Updates
 
 Depending on the length of the incident, periodic updates will be necessary. These updates should be delivered **at least** every 20 minutes from the scoping update during the first two hours of an incident. After two hours, you may choose to update with reduced frequency and shift to a long incident communication model (see below). Regardless of expected frequency, when the degree of impact has meaningfully changed, updates should be posted. These updates should:
 
@@ -49,15 +47,15 @@ Depending on the length of the incident, periodic updates will be necessary. The
 
 Customers with special contracts around their Customer Support or Customer Success, such as a customer on a Premium Support plan, should also receive communication of impact delivered individually, whether through a Customer Liaison or their account team.
 
-#### Long Incidents
+### Long Incidents
 
 Incidents longer than two hours should be considered a long incident, and have different communication procedures as a result. When we know an incident will be extended, customer expectations have to be set appropriately, and customer notification fatigue due to content-less updates should be avoided. When in doubt, notify at the frequency which keeps updates meaningful. 
 
 - Don’t determine this within the first hour of an incident.
 - For incidents where we know a long running recovery, indicate this in an update when known.
 - If planning to reduce update frequency, continue to provide expectations of when the next update will be posted.
 
-#### Resolution
+### Resolution
 
 Your final communication should be posted when full recovery of the incident has been confirmed by the Incident Commander. This update should include:
 
@@ -67,6 +65,6 @@ Your final communication should be posted when full recovery of the incident has
 
 Once this is posted, continue to follow the steps for [After an Incident](https://response.pagerduty.com/after/after_an_incident/) and the [Postmortem Process](https://response.pagerduty.com/after/post_mortem_process/). 
 
-### Quick Reference
+## Quick Reference
 
 ![Quick reference rubric for external communications spanning from initial investigation communication to resolution.](../assets/img/misc/decision-tree.png)