8 Top Tips For Handling A PR Crisis
8 Top Tips For Handling A PR Crisis
By Lucy Harris, Intern at Kai Communications
Handling a PR crisis can make or break an organisation, one wrong move with all eyes on you can ruin a reputation. To overcome a crisis a mix of proactive, reactive, and innovative approaches need to be employed to have a positive impact and resolve the situation.
Here are some tips to ensure your crisis management runs smoothly and you remain in control.
1. The Right Start – From the get-go, be honest, accountable, and authentic and remain calm throughout the crisis. Being transparent from the start shows a level of accountability that can be respected and allows for authenticity throughout the crisis management process.
2. Internal Message – Lead by example with openness and honesty by acknowledging the events that have unfolded. Owning up to mistakes prevents escalation and misinformation and allows for direct conversations to be had. This can transform the workplace into a safe space to own up to errors to use it as a platform for future learning. Regular updates to everyone involved and those in the organisation ensure all areas are kept in the loop and are receiving the attention they need to reduce further conflict internally.
3. Immediate Response – Every second counts in a crisis and spreading awareness of accountability and apology is the crucial first step. A holding statement shows you are aware and taking the matter seriously while giving you the time to plan a thorough investigation and approach to recover from the situation.
4. Keep On Track With Organisation – The speed and amount of information involved in a crisis can be overwhelming, but it is important to stay on top of tasks, updates, and deadlines within the crisis management process. Using tools like checklists, shared calendars, and clear communication at every level reduces the risk of overlooking important details and helps every individual stay focused and in the loop. Having regular check-ins to discuss progress and ensure everyone is on the same page with the message is vital to keep everyone up to date. Don’t try to multitask, take it a step at a time.
5. Crisis Response Team – Have a focused team of decision-makers, PR professionals, and legal advisers to handle the communication strategy. Having input from other team members allows for a wealth of knowledge to be drawn on which can unite the organisation further, but limiting the number of people involved reduces mistakes and too many people being involved which means decisions can be made more quickly. Get the right balance.
6. One Voice – Begin by briefing the key people who need to be involved and draft an official statement agreed upon by those involved and senior personnel. The statement issued to the press should be given to those in the team dealing with media and enquiries, so everyone speaks with one voice. Avoid any vague or defensive language and issue a genuine apology if needed. Keep it simple. Key spokespeople should also have had media training. Ensure all team members, employees, and stakeholders know who the spokesperson is and how information will spread to reinforce a united front.
7. Step Back From Socials – Stop scheduled posts and only respond to legitimate concerns to avoid feeding into speculation or arguments. If you still wish to post online contact respected figures or loyal customers to share your side of the story to deepen emotional connections whilst not detracting from how seriously you are handling current concerns. Change the narrative.
8. Future Plans – Start making plans for positive stories in the near future. Highlight successes of events you are involved in that possibly benefit the community to remind people this is a mistake, not a pattern. Take every experience as an opportunity to learn and grow as an organisation and as individuals. Use situations like a crisis as training opportunities to encourage authenticity, transparency, and teamwork. Learn from mistakes and have strategies, guidelines, and plans in place to overcome any future obstacles or situations.
