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How PR Deals with a Crisis Management Situation

Source: Agility PR Solutions

An effective public relations strategy can make or break your company during a crisis. You are likely vulnerable to unexpected threats, which could adversely affect your reputation, revenue, customer acquisition, loyalty, and other essential business outcomes.

An essential aspect of handling a crisis successfully is preparation, where crisis management public relations comes into play. But how do PR deal with crisis management?

Using Public Relations for Crisis Management

Public relation is a field that deals with the management of public opinion and influence. It is a way to disseminate information about an entity or a product. Public relations can also be used for crisis management, managing an organisation’s response to an emergency.

PR used for crisis management has increased recently as social media has become more prevalent in the 21st century. Social media plays a critical role in crisis communication and can provide valuable insights into how people react to events or crises.

With PR, companies have gained the ability to address their brand reputation and customer loyalty through effective crisis management strategies. PR use in crisis management has increased significantly as more companies realise its potential impact on business operations and brand reputation.

Although PR crises aren’t inevitable, it is unavoidable that they happen. Unbeknownst to you, your business may be suddenly the subject of negative press, publicity, and social media mentions.

Factors that Contribute to Effective Crisis Management in Public Relations

A successful crisis management public relations campaign does not have a magic bullet. Public relations strategies effective in crisis management do not rely solely on one approach. Instead, they highlight a variety of mechanisms that address several essential components.

  • Public relations crisis management relies on good planning.
  • A company’s management team will be relied upon to provide answers in a crisis, both internally and externally. Training in crisis management public relations helps your management team become knowledgeable about crisis management techniques and equips them with the ability to respond intelligently in a way that minimises damage to your company.
  • You will need experienced PR professionals for strategic advice in a PR crisis. Public relations firms specialising in crisis management offer clients hands-on assistance throughout the crisis and recovery.

A PR crisis is never expected. Unfortunately, serious events do occur in business. By managing your public relations in times of crisis, you can keep your business from suffering the adverse effects of these events.

When a Crisis Occurs, PR Firms Can Help

The key to a successful crisis management and public relations campaign is to act early and consistently. Always ensure that your team provides the most relevant information to stakeholders as quickly and efficiently as possible.

As today’s news cycle is fast-paced, a lag in communication could be detrimental to your brand. You should consider having your PR team monitor your brand’s reputation in real-time because reaction time is so important. A protocol that can provide real-time notifications will enable your team to respond to comments and conversations immediately. PR people can control the dialogue better if they get involved early.

Add A Human Element To Your Crisis Response

People’s perceptions of a company can quickly change after a crisis. When a business mishandles an emergency unrelated to its control, such as a hurricane or a criminal act, customers and partners may lose trust in it. Because of this, you should leverage the power of human connection whenever a crisis strikes.

PR team members can bring a human element to your crisis response, providing warmth and understanding to what might otherwise seem like a faceless, sprawling company. Team members should always strive to be positive, friendly, and warm when communicating with stakeholder groups and responding to comments, questions, or complaints. Ideally, the goal should be to make the customer or partner feel as if they are receiving personal attention from the person who will handle their request.

Consistently communicate

Keeping all communications consistent and on-brand is crucial, even during a crisis. The consistency will reassure stakeholders.

Obtaining preapproval of all crisis communications is one way to ensure the messaging stays consistent, including press releases, social media posts, website updates, and other relevant documents and statements. As much detail as possible should be included in your PR team’s documents for each possible emergency. All stakeholders should then be involved in the approval process. It is also vital that the PR team help maintain the consistency of spoken messaging, including interviews with executives, press conferences, and customer service phone calls. One can easily misunderstand or misinterpret a statement spoken by a customer, a partner, or a member of the media. Maintaining the overall tone of the crisis response can be accomplished through training spokespeople to stay on message.


It is essential to implement an effective public relations strategy during a crisis. Critical business outcomes may be adversely affected by various unexpected threats, which could undermine your reputation. Crisis management public relations can be essential in successfully handling a crisis. 

Frequently Asked Questions

What is crisis management?

Crisis management deals with an event that could be a disaster or a significant problem. It is the process of managing risk, preparing for and responding to emergencies, and mitigating damage. It can be done by individuals, organisations, or governments depending on the identified crisis type.

How are crises different from other PR situations?

In PR, crises are different from other situations. They are often unexpected and can happen at any time. To prepare for a crisis, you need to be aware of the possible scenarios that could happen and affect your brand or company.

What happens if you do not have a crisis plan in place?

If you don’t have a crisis plan in place, you might make a mistake that can cause severe damage to your business. A lack of crisis planning could lead to poor decision-making, resulting in disruptions in operations and services. These errors may be costly or damaging to the business and its reputation and loss of time and productivity.