Critical Steps in PR Crisis Management

By Thomas Mustac, Senior Publicist & Crisis Communications Expert – Otter PR

A crisis poses a challenge. Manage it well and you can emerge stronger on the other side, but manage it poorly and it can be your undoing.

Crisis management is an extremely important practice in the business world. When a company faces a crisis, such as a product failure or a misstep by an executive, proper management can save a company from significant reputational harm. Mismanagement, on the other hand, will cost you customers, market share, and profitability.

Public relations plays a key role in corporate crisis management. By providing a thoughtful and timely response to negative media attention, companies can address concerns and reassure stakeholders of their commitment to quality.

The following are key steps companies can take to provide an impactful PR response when a crisis arises.

Expect a crisis

Modern companies must invest in a crisis communication plan. The media landscape is packed with pitfalls, and the power wielded by influencers who post on social media networks can transform one casual comment by a CEO into a firestorm of unwanted attention that burns fast and bright.

A crisis communication plan empowers companies to respond quickly and effectively when a crisis arises. It starts by identifying potential risks unique to the company. 

For example, a company that provides financial analysis can come under fire from those who suffer financial loss after acting on official comments. A crisis plan will anticipate that and empower an effective response.

A comprehensive plan will create a crisis response team and assign roles such as media spokesperson and internal communications director. The plan will also define the channels that will be used for communication with internal and external audiences.

Provide a rapid response

When a crisis hits, time is of the essence. Companies should not delay in acknowledging the issue and communicating with clarity, as any efforts to deny or downplay obvious problems will only throw fuel on the media fire.

Maintaining trust with consumers and other stakeholders is a key goal of crisis communications, so honesty is key. Your statements should show that you are owning the issue, addressing it appropriately, and listening to the public’s concerns.

Adapt as the crisis evolves

Even the wisest PR professionals can’t predict the way a crisis will unfold. The best intentions can backfire, and competent communication can still miss the mark.

Consequently, companies must closely track how their response is landing. The best strategy will be flexible, allowing for adjustments in real time, and approach crisis communications as an ongoing dialogue rather than a one-time monologue.

Learn from wins and losses

Debriefing after a crisis can help strengthen your strategy and better prepare you for the next crisis. Have all members of the team provide feedback on wins and losses, and analyze KPIs in the weeks following a crisis to provide a true indicator of how effective your response was at regaining trust with your customer base.

Having a crisis management plan and being committed to deploying it quickly could be the best investment you make for your business. No company, regardless of its size or industry, is safe from the threat of a crisis, and no company is immune from the negative effects that result from poor management.

– Thomas Mustac, Senior Publicist and Crisis Communications Expert for Otter PR, is a medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.