6 PR tips for crisis management

A crisis - something all companies fear, but inevitably face at some point in. As a startup, it’s important to implement a crisis management strategy to effectively manage problems and issues as they arise. Crisis management is the process of preparing and responding to a major event that threatens the organization, its reputation, stakeholders, or the general public. 

When a company can get ahead of a crisis, it has a better chance of controlling the narrative and minimizing long-term damage. It is important for a company to understand best practices when it comes to crisis management and tackle issues as quickly as it can. Limit the potential damage from a crisis with these six PR tips.

Appoint a response team for effective crisis control

The first step to successfully managing a crisis is having a dedicated response team in place. A response team will be responsible for the communication and directing the flow of information during a crisis. It is important that the appropriate people are managing the situation.

Having an organized team in place will help prevent too many people, with too many perspectives and opinions, from speaking on or trying to help during a crisis. This team provides a point of contact for questions, concerns, and solution strategies. In short, they are the face of the crisis and the ones who are going to lead the charge for change and advancement.

Respond quickly to mitigate PR damage

Nothing is more frustrating than, as a consumer, having a bad experience and then getting no response from a company for days, weeks, or even months. A quick response - whether it be an initial acknowledgement with a promised follow-up or a detailed investigative analysis - shows initiative and that the company takes the crisis seriously.

The faster a company responds to a crisis, the better chance it has of controlling the narrative and minimizing damage. There are multiple tools and strategies to help a company respond quickly and efficiently during a crisis. Having prepared statements for potential problems that may arise will allow a company to issue a quick response while preparing to establish a further detailed assessment of the crisis. Creating a Q&A with key messages, such as company values and goals, and responses to challenging questions will also make a good starting point.

Crafting a transparent and personal message

What the response details is just as important as the speed of which it is delivered. A well crafted message can make all the difference and help control the trajectory of the crisis. Building an appropriate message is a combination of acceptance, apology, and resolution. 

The first priority should be transparency. Hiding, being vague, or not addressing the issues at hand will only lead to more frustration and overall distrust. Secondly, be honest. By telling the public and stakeholders what happened, a company is building a line of open and honest communication. Finally, make the response personal. Being authentic and connecting with those affected in the response will show a deeper understanding and put the company in a better place with stakeholders, consumers and the public.

When a company fails to craft a meaningful crisis message, the damage can be significant and, sometimes, send your company into a downward spiral. A jargon-filled or unclear message can insight fear and panic, overshadow company successes and efforts to rectify the situation, and set off media narratives that are nearly impossible to get in front of. 

Take responsibility to rebuild trust

It might be a first instinct to yell “This isn’t our fault!”, but companies should avoid such declarations when trying to manage a crisis. The blame game is not going to solve anything and will only extend the fallout from a crisis. When it comes down to it, a company should step back, evaluate the situation, and acknowledge their role in the overall crisis. 

Accepting responsibility during a crisis is nearly as important as the well-crafted message. When a company can identify its role in a crisis and acknowledge where it went wrong, it sets a proper foundation for re-establishing trust with consumers and stakeholders. Of course, this is easier said than done sometimes. It can be tough and embarrassing to say “we messed up”. However, when in the midst of a crisis, it is important to remain focused on the overall goal, which should be minimizing long-term damage.  

Monitor the situation

Crisis’s rarely die down over night. They can be drawn out and receive coverage and attention long after they are addressed and corrected. Stay ahead of the narrative as much as possible. Understand what is being reported, what people are feeling, and how people are reacting. This will help with building an appropriate response. 

Monitoring the situation will also help determine the most dire aspects of the crisis. A company may see financials as an important topic to discuss, but consumers may be experiencing a more emotional or physical crisis that they want the company to address. It can be difficult to predict the public’s response to a crisis and it is important to stay on top of what is important to them as information is released, comments are made, and the company issues responses. 

Monitoring is also important because it can give direction for follow-ups. As the situation develops and further reactions come to light, there may need to be additional statements or interviews to address lingering concerns or questions.

Learn from the experience

Every crisis should be considered a learning experience for the company. It is important to analyze the crisis from start to finish and ask the hard questions. What could have been done differently? How can this be prevented from happening again? By understanding the pain points within the company, a crisis can actually lead to immense growth and development. 

Understanding how the crisis happened is extremely important, but it can also be helpful to analyze the crisis response when all is said and done. How did the response fare with the public? The stakeholders? The media? Having a good understanding of what worked and what didn’t during a crisis response can set a company up for faster and more efficient success in a future crisis. 

Tackle your next crisis like a real pro!

When it comes to crisis management, it is important to understand the ins and outs of the company, what the audience expects, and what the actual problems are that caused the crisis. Crisis, in any industry, is unavoidable. It is best to prepare for them, try to manage them before they become a wildfire, and learn from them. Remaining authentic in the face of potential damage will show the public and stakeholders that the company is dedicated to its consumers, its services, and overall growth. 

Let us guide your startup through the storm with expert PR strategies. Contact us today!