What is PR crisis management and do you need it?

Published 03 / 13 / 2023

Is your company at risk? In all likelihood – yes. At some point nearly every business will face a reputation-threatening issue. Often a crisis is not predictable, and not preventable. The good news is that the response can be controlled.

With planning, the negative impact of a crisis can be minimised. In fact, a problem handled with transparency and intelligence may sometimes even bring a new shine to a brand. But a crisis met with no plan can spread repercussions like wildfire, going from bad to worse.

Introduction – What is crisis management in public relations?

PR crisis management is the process of anticipating problems and being prepared with a well-considered response.

Amongst public relations services, PR crisis support is a specialism that prepares an organisation for threatening events that may affect its reputation with stakeholders and the general public.

Public relations companies play an essential role in crisis response. This includes mitigating risk, managing issues and mapping out readiness.

The role of PR agents is to envision potential scenarios and make sure key players in the business are trained to activate a crisis communication plan at a moments notice. The plan will include a clear chain of command and pre-considered actions that help a business respond well.

The basic principles of crisis communications have held true for many decades. However, our digitally connected world allows for news to spread globally in a matter of minutes. Cultural change and technological advances have created new forces that make crisis response more complex than ever before.

Why is crisis management important?

Sudden unforeseen events can be can have a big impact on a business. The aim is to protect a business or brand from permanent harm. News goes viral almost instantly. If a company doesn’t take the reins, the situation can quickly get out of hand, with a PR storm to follow. This can have long term effects on reputation and public trust.

Crisis makes for a great media story. Managing media relations, and the potential downpour across social media, is critical to reputation management.

People who are internal and external to the business will seek answers from company managers. To react effectively, company leaders need to remain calm and in control throughout. Knowing what to do requires training in crisis management techniques.

This form of training offers a solid foundation on which to build in the moment. It helps leaders respond in a way that fosters trust and limits damage.

Types of crises that require management

Troublesome issues can arise from anywhere. Product issues, technology problems or financial troubles. Bad judgement, misdeeds or malevolence. Even an act of nature or an unconsidered tweet might set a reputation alight.

Remember when KFC ran out of chicken?

Or when E.On misjudged the national mood – sending the public socks and star jumps advice as energy bills soared?

How about impact on travel and tourism caused by a natural disaster or public health issues?

Big business has suffered technology scandals such a Facebook’s user privacy problems. Today’s data breaches make every customer vulnerable.

Key tips on how to handle crisis management

Plan ahead

Devise a strategic communication process. Create advance protocols and a response team. Identify a chain of command for decision making and action.

The type of questions to answer are: Which PR crisis management tools are in place? Who signs off messaging and determines the timing of announcements? Who serves as spokesperson for the business?

If this is decided in advance, it’s just a matter of activating the plan should a crisis occur.

Train leaders

A public relations firm will have experts who can educate key managers to speak to the media and public in a crisis. Clarity, messaging, timing, and tone of voice will be addressed. Crisis media training also includes practice in responding to difficult questions or criticisms.

We’ve all seen ‘doorstepping’, where media cameras and questions are already firing before an interview target crosses the threshold. Opening the door to a sea of waiting media can bring on unexpected shock. A person’s reaction becomes instantly sharable across social media. Trainers will advise spokespeople on how manage theses situations with assurance and diplomacy.

Gather information and formulate messages

In a crisis, swiftly do a situation analysis, gathering relevant facts, and understanding what news or comment is already circulating. Confer with the wider team to gather opinions and get the full picture. Agree the initial way forward, key messages, communication channels and approved spokespeople.

Timing is delicate. It can be risky to speak before a clear plan is in place, but it is usually best to stay ahead of the story. At minimum, a crisis management team can shape a statement that conveys how you feel, where you are in the process, and what comes next.

Saying ‘No Comment’ is not good enough. If you are not yet ready to provide an answer, let your audiences know you are working on it. Don’t hide away or go silent.

Track the situation

A situation analysis is a daily, if not hourly practice. Understand how the situation is unfolding and how your messages are being received. Get a sense of how many crisis hits come up in articles or social media. Where are the pain points? Adapt accordingly, and be sensitive to the overall impact on your public as well as your brand image.

Today’s tools can uncover threats and even anticipate problems before they arise. Solutions driven by data can be a powerful resource for understanding the nuance of a crisis. Expert use of this information can support a roadmap for connecting with the most affected communities, and help bring about positive outcomes.

Be honest and take responsibility

Sweeping information under the carpet or being defensive usually makes things worse. It’s best to manage the narrative and take responsibility where appropriate. Be open and honest. Well expressed transparency and accountability are effective messaging tools.

The speed at which information travels across social media, and its tendency toward criticism means a reputation can unravel in an instant. Even if there is initially little to say, start communicating to bring the public onside.

That said, don’t be pressured into saying more than you really know. A ‘holding statement’ can get the ball rolling, with further detail to be released when ready.

Keep it human

Situations will vary, but ultimately people are waiting to know how your company feels and where it stands emotionally. Express your sadness if there is suffering. Apologise if there is responsibility. Accept responsibility if you are accountable.

PR agencies can help clients publicly convey that the problem is being addressed, and that measures are underway to ensure it doesn’t occur again. Remember that the human element comes first. If there are feelings to be shared, express them before getting caught up in the detail.

As things settle, move forward with sincerity. Show how you have learned and grown since the incident. Work to regain trust and remember that the news cycle rotates quickly, so when things have settled, it’s time to move on.

What we can do for you

Our agency, Gabrielle Shaw Communications, supports brands, businesses and organisations in a holistic way. We offer many kinds of workshops, including crisis preparedness and response.

More broadly, GSC works with brands large and small to develop their identity, expand thought leadership, and activate reputation campaigns through our proprietary Brand Desire Framework. Our accelerator programme supports start-ups to all the way to becoming global brands.

GSC’s boutique size means the senior team works side by side with clients to both advise and meet their communications needs.

Discover GSC

Gabrielle Shaw Communications is a global creative communications agency that partners with brands and entrepreneurs to unlock their purpose, shape perceptions, and cultivate desire.

We are experts across Sustainability & Purpose, Luxury, Lifestyle, Retail, Travel, Beauty & Wellness, Food & Beverage, Interiors and Arts & Culture.

Our PR Agency in London is comprised of a team of passionate experts from a range of backgrounds, allowing us to work and move nimbly across sectors with equal knowledge and experience.

We have brought together the best in their fields from classic PR’s, brand strategists, advertising experts to journalists and social media content creators. This eclectic mix of talent differentiates us from other agencies and ensures we have expertise in every area.

GSC is also a proud member of TAAN, one of the world’s most established and innovative global networks of carefully selected strategic communications and marketing agencies.

Photo of Gabrielle Shaw Communications Offices, Blog on PR Crisis Communications and do you need it

 

Interested in learning more about how PR can help? Our team at Gabrielle Shaw Communications would love to chat. Get in touch.

blue instagram logo blue LinkedIn logoScreen Shot 2022 08 02 At 11.54.34 AM Copy 300x300

+44 020 7731 8811

 

Latest News

Welojets

GSC managed strategic media relations around UK expansion of Welojets

Jewel Kariba 3

Gabrielle Shaw Communications launches Ajmal’s UK Social Media

Double Dutch HR-21

Five with the Founder: Double Dutch’s Raissa & Joyce de Haas

Picture1

The Zeitgeist and Why it Matters for Brands

3-Mission-Fig- group lifestyle 2

Gabrielle Shaw Communications announces La Bougie as a new client

image

Gabrielle Shaw Communications announces Double Dutch as a new client

LAPADA, antiques

GSC announces LAPADA Berkeley Square Fair as New Client

IWD

IWD 2024: GSC’s Brand Accelerator Programme

Luxury Hats, V V Rouleaux

GSC announces V V Rouleaux as New Client

Renais, Luxury Drinks, Emma Watson

GSC announces Renais as New Client

3

WE ARE HIRING – EXPERIENCED 360 COMMUNICATIONS ACCOUNT MANAGER

Luxury Fashion, Modist, Bicester Village

Luxury Brand Insights 2024 – Winning with Middle East Consumers in the UK

Ajmal, Luxury Perfuem

GSC announces Ajmal Perfumes as New Client

books

GSC Christmas Reading List

Luxury PR, Fashion PR, Female Founder, British Fashion

Five with the Founder: Stoned & Waisted’s Rachel Allpress

Luxury PR, Fashion PR, Female Founder, British Fashion

GSC announces Stoned & Waisted as new client

luxury terrace flower wall london pr

GSC launches second season of the limited edition Ladurée x Château d’Estoublon ‘Roseblood’ Collection

woman with gift boxes on a wooden table

Ladurée Support Serpentine and Lina Ghotmeh

silver octopus on blue marble block

GSC announces Objet Luxe as new client

image of girl standing next to a macaron cart

Ladurée Collaborate with Floral Design Poppy Sturley at the Chelsea Flower Show 2023

Thumbs up hand painted with union jack, representing how public relations can help UK brands enter new markets

How 360 Coms & PR Can Help UK Brands Enter the US & Other New Markets

women behind text

GSC Contribute to Pimento’s Latest Thought Paper – Influencer Marketing

Project Ocean sign

Selfridge’s X GSC Project Ocean: UN Member States Agree on Treaty

Close up of news camera used by communications agencies for mock interviews in media training

Media Training In PR: 10 tips on how to prepare for interviews

people in an office and pr agencies london

GSC host the University of North Carolina class ‘London Loves’ class

blue sofa with cushions at Gabrielle Shaw Communications london pr agency

GSC announces a new creative hub co-working space

Woman gazing at large building pillars for article on brand architecture marketing strategies and pr agencies london

The architecture of building a brand for PR

Luxury home staircase, foyer, PR influencer program and influencer marketing

Luxury influencer marketing for PR: how luxury brands can work with influencers for a positive PR strategy

woman with a handbag

Who Stands By Your Brand?  

Gabrielle Shaw Communications Blog, PR Crisis Management and Do You Need It? photo of lit match

What is PR crisis management and do you need it?

blue sofa with artwork behind it

12 Reasons Why PR is Important for All Businesses

building at night

What is the difference between PR and communications?

view of an office with desks

What is a PR agency and what does it do?

two men with some beer

Gabrielle Shaw Communications Welcomes Prime Time Lager

two women at a radio interview at a london pr agency

Want to take your marketing strategy up a notch in 2023?

two women at a radio interview at a london pr agency

Tips for PR and Marketing Brands in a Recession

Fashion United

GSC launches Marine Serre x Skinvaders collaboration

Gabrielle Shaw, Gabrielle Shaw Communications

7 Strategies for Female Business Founders Building their Personal Brand

Tiktok

GSC has launched a new TikTok Channel

image of laptop

Gabrielle Shaw, GSC Founder, To Publish Regular Column in Stellar Magazine

Four ladies wearing hat

GSC launches the new Ladurée X Château D’Estoublon Collaboration

two girls sitting on a sofa with a laptop

Tips For Hiring a UK Brand Communications or PR agency

Copy of Black White New Skincare Product Promotion

GSC awarded Hermes Creative Platinum Award for COCOON strategic campaign

Kate Bray sits on blue sofa in the GSC office

GSC Welcomes 360 Content Partnerships Manager Kate Bray to Expand Influencer Practice

Twig logo

Twig announce funding – a strategic partnership with Global Blue

Charlotte Morley The Little Loop Gabrielle Shaw Communications

Five with the Founder: The Little Loop’s Charlotte Morley

thelittleloop clothing

Gabrielle Shaw Communications Announces Account Win: thelittleloop is the First Shared Children’s Wardrobe

Twig-Series-A-Funding

Twig raises $35M Series A round to fuel Web 3.0 green payment infrastructure

Spear's 500 2022 Edition Gabrielle Shaw Communications

Spears 500 2022 Edition: Gabrielle Shaw

Drinks

Introducing our latest client win, Ron Abuelo

Lady in a saree

Five with the Founder: Mira Kulkarni

Gifts on table and chair

Gabrielle Shaw announces new client Forest Essentials

Bemi Idowu Talking Heads Communications Gabrielle Shaw Communications

Meet GSC Alumni Bemi Idowu

Amex September Merchant Forum Invite 2021

Amex Insights Network Event September 2021

COCOON launches pop up at Harvey Nichols, Knightsbridge - Photography by Ming Tang Evans

Gabrielle Shaw Communications announces Cocoon as a new client

Addison_Ross_Chloe_Winstanley_Square

Introducing our Latest Client Win, Addison Ross

Lady with a smile

Introducing our Latest Client Win, Dr Vicky Dondos and The Firm

Ruuby

Welcoming Ruuby app to our Beauty and Tech Practice

pimento sq image

We Have Joined Pimento Agency as Part of our Expansion

E-commerce

PlatformE Appoints us to Execute Their Communications and Thought Leadership Programme

Binary Coding

Diem chooses us to provide their PR and Thought Leadership Programme

Lady promoting yang sheng

Welcoming Katie Brindle and her Hayo’u brands to the GSC family

Lady promoting yang sheng

Gabrielle Shaw joins SheEO as an Activator

Drawing

Helping Pollen Collective Harnesss The Art of Digital Storytelling

IWD for website

International Women’s Day 2021

Curtains

The Selfridges Film Project – International Women’s Day 2021

PRweek powerbook

Gabrielle Shaw included in PR Week’s 2021 Powerbook

laughing lady

GSC Alumni Emily O’Donoghue

Sam Newall banner image

Welcoming Sam Newall, Creative Planning Director

Sam N banner

GSC and Partners: Geordie Leyland

billboard marketing

Save 2021 Sale

Hattie tenant

GSC Alumni: Hattie Tennant

Shika website

Woman Of The Month: Shika Bodani

Sam Brown PR Mastercoach

GSC Alumni: Sam Brown

SC+Sons

Five with the Founder: Stephanie Capuano

dana

On the Sofa with…our newest team member Dana

Rented dresses

PRovoke & SABRE EMEA Awards Finalist

Claudia_original

Second hand September

whitedesert

Five with the Founder: Robyn Woodhead

dresses

Hermes Creative Platinum Award

bedroom

SOHO Home at Bicester Village

Jamie HR

Five with the Founder: Jamie Sherrill

1a3c862a0dafb0e569b4ec1cf18d28f7

Good Cotton

amex-banner

AMEX Insights Network Podcast

welcome

Letter From Our Founder