Last updated on Jul 11, 2024

Dealing with a sudden PR crisis?

When a PR crisis hits, it's like a storm landing without warning. You're suddenly in the thick of it, with the need to act swiftly and strategically. The way you handle a PR crisis can significantly impact your company's reputation and bottom line. Understanding the key steps to navigate these turbulent times is crucial. It's about quick thinking, clear communication, and maintaining your composure under pressure. You must be ready to address the issue head-on, provide transparent communication, and work towards a resolution that not only mitigates damage but potentially turns the situation into a positive outcome.

1 Assess Fast

In the eye of a PR storm, time is of the essence. Your first move should be to gather all the facts. Understand the scope of the crisis and its potential impact on your brand. You need to be thorough and quick to establish the narrative before it spirals out of control. During this phase, it's vital to communicate internally and ensure that all team members are on the same page. Misinformation can exacerbate the situation, so make sure your initial assessments are accurate.

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Enrique Jair Guevara

Communication Specialist, Storyteller, Organizational Communication and Leadership Studies Specialist, Mediation & Change Management, Consultant, Facilitator, Lifelong learner
Briefs, prepared responses and key messages are wonderful tools help gather curate and communicate a consistent narrative for multiple stakeholders. Ensuring everyone has access to the agreed messages is vital to managing any public relations crisis. Naming focal points or spokesperons is also essential since it helps people not comfortable answering questions redirect people towards a person who is prepared to answer on behalf of the organization
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2 Craft Response

Once you've grasped the situation, crafting a response becomes your priority. This response should be clear, honest, and convey empathy where necessary. It's essential to acknowledge the issue and not appear defensive. Your tone should reflect concern and a commitment to resolving the matter. Remember, this communication will set the tone for public perception, so it's critical to get it right.

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Enrique Jair Guevara

Communication Specialist, Storyteller, Organizational Communication and Leadership Studies Specialist, Mediation & Change Management, Consultant, Facilitator, Lifelong learner
A key part of this is to work together. Crafting the message in isolation is a risk that can further complicate the issue or crisis.
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Cindie Ashton

A 25-year veteran of communications. Specializing in media relations, crisis/issues management, public engagement and emergency planning.
I choose not to use the word response. It implies being reactive. It’s just a message whether you have had a chance to be proactive or not. I was also fortunate to have an excellent working relationship with a legal team who understood the court of public opinion. If you have access to legal team such a team this relationship is one of the most important because any serious incident, issue, crisis or emergency will ultimately have a legal implication when the matter gets replayed in the courts.
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3 Engage Quickly

Delay can be detrimental in a crisis. Engage with your audience as soon as possible with the information you have. This doesn't mean rushing out a half-baked statement but rather communicating that you're aware of the situation and are taking it seriously. Transparency is key, and by keeping your stakeholders informed, you maintain trust and control over the narrative.

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Gertrude Mirobi, MPRSK

Communications & PR professional specializing in targeted social media strategies that boost brand visibility and drive a 30% increase in leads, converting into a profitable online presence.
Handle a crisis situation as soon as possible. Delays will leave your audience making their own assumptions which makes the situation even worse. Engage your audience with a clear and concise message that addresses the matter at hand.
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Cindie Ashton

A 25-year veteran of communications. Specializing in media relations, crisis/issues management, public engagement and emergency planning.
It can’t wait until morning. The news-cycle is 24-7. Social media is 24-7. When the rest of the country wakes up your message needs to be out there. Many issues evolve over the day, week, etc. Keep your website up-to-date by the minute if that what it takes. Staff, customer service board members, politicians etc can direct the public to the website or reiterate what is there. It also saves time and avoids constantly sharing updates with departments and stakeholders within your organization. And finally the media. Having established a single contact for the media on a day-to-day basis pays dividends in a handling a crisis situation. Media don’t like it but if they keep being directed to that single contact they will eventually relent.
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4 Monitor Constantly

With your response out, the next step is to monitor the situation closely. Keep an eye on media coverage, social media chatter, and public sentiment. This will help you understand how your response is being received and whether you need to adjust your strategy. Monitoring also provides insights into the evolving nature of the crisis and helps you stay one step ahead.

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5 Adjust Strategy

As you monitor reactions, be prepared to adjust your strategy. You might need to issue follow-up statements, provide additional information, or correct inaccuracies that have come to light. Flexibility is crucial as new developments can change the course of the crisis. Your ability to adapt will demonstrate your commitment to resolving the issue effectively.

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Enrique Jair Guevara

Communication Specialist, Storyteller, Organizational Communication and Leadership Studies Specialist, Mediation & Change Management, Consultant, Facilitator, Lifelong learner
Being flexible and adjusting to a situation as it evolves and develops is also a way of showing you are open to change and progress. This in turn can help restore trust.
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6 Restore Trust

Finally, focus on long-term solutions to restore trust. This might involve changing policies, implementing new procedures, or taking other corrective actions. Communicate these changes clearly to show that you're dedicated to improvement and transparency. This phase is about rebuilding relationships and demonstrating that you've learned from the crisis.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dealing with a sudden PR crisis?

1

2

3

4

5

6

7

1 Assess Fast

2 Craft Response

3 Engage Quickly

4 Monitor Constantly

5 Adjust Strategy

6 Restore Trust

7 Here’s what else to consider

Corporate Communications

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Dealing with a sudden PR crisis?

1

2

3

4

5

6

7

1 Assess Fast

2 Craft Response

3 Engage Quickly

4 Monitor Constantly

5 Adjust Strategy

6 Restore Trust

7 Here’s what else to consider

Corporate Communications

Rate this article

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