Any business, regardless of its experience or industry, can face a PR crisis—from a product recall to a publicised staff injury. Being prepared with a clear action plan is essential to effectively manage and mitigate the impact of such incidents
CREDIT: This is an edited version of an article that originally appeared on FSB
When creating your PR crisis plan, your first step should be to assemble a dedicated PR crisis team. This team will be responsible for making swift and informed decisions in the event of a crisis, as well as leading communication efforts with your customers and the media. Depending on your company’s size and available resources, key roles within the team should include the CEO or MD, head of communications, a copywriter, a media liaison specialist, and someone tasked with monitoring and collecting media coverage related to the crisis.
As part of your policy, it’s crucial that all staff members not part of the crisis management team understand they should refrain from speaking to journalists or commenting on the issue on social media platforms. This ensures consistent and controlled communication during a crisis.
What crises might you experience?
Facing a PR crisis can be challenging and overwhelming, making proactive planning essential. It’s important to anticipate and understand various potential crises, such as staff, client, or public injuries; product quality issues or defects; natural disasters like flooding; and legal actions initiated by employees, clients, or customers against the company. This preparation helps in effectively managing and mitigating the impact of such situations.
When creating your plan, it’s essential to identify the audiences you may need to communicate with and understand their specific information needs. Different groups—whether internal or external, customers, media, or stakeholders—will require tailored communication methods. A helpful approach is to compile a list of common questions each audience group might ask following news of the crisis. Additionally, establish an approvals process to ensure all communication is accurate and factual before dissemination. This preparation ensures effective and timely communication during a crisis.
Share the plan
Once you’ve finalised all essential information in your plan, distribute copies to each member of your PR crisis team. Ensure they thoroughly understand the plan and are fully prepared to react and respond swiftly to any crisis. Testing the plan will help identify areas for improvement, ensuring it aligns with your business’s evolving needs. The better prepared you and your team are, the more effectively your company can respond to a crisis when it occurs.
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