No business is immune to crisis. Whether it stems from a miscommunication, operational issue, or external factors beyond your control, the way you respond matters, immediately and in the long term.
Handled well, a crisis can become a turning point that strengthens trust and credibility. Handled poorly, it can create lasting reputational damage.
At Pure Public Relations, we guide clients through the full lifecycle of communications, including times of public pressure. Below are the essential actions every business should take to manage a PR crisis effectively.
1. Respond with Transparency and Empathy, Fast
In any crisis, silence is not neutral. It creates space for speculation and erodes public confidence.
The first and most important rule of crisis communication is to put people first. Your response should be empathetic and acknowledge the impact it has caused. People want to hear from real humans, not scripted statements. Demonstrate that you understand the impact, and show genuine concern.
Timeliness is also key. Acknowledge the situation as soon as you’re aware of it even if all the facts aren’t yet available. Let people know that you’re actively investigating and will share updates.
2. Control the Narrative Before It Controls You
The longer a business waits to speak, the more room there is for others to shape the story. Proactive communication is essential.
This doesn’t mean rushing out a half-prepared statement. It means anticipating what your audience will want to know and communicating that clearly. Focus on facts, the steps being taken, and the values guiding your response.
3. Prepare for the Tough Questions
Before speaking with the media, make sure you have as much preparation as possible.
- Put yourself in the journalist’s head and write down the most difficult questions you could be asked, those that would make most spokespeople uncomfortable.
- Develop clear, confident, and accurate responses for each.
- Practice them.
- Depending on the severity of the situation, make a judgment call on whether a written response is more appropriate.
Being caught off guard increases the risk of deflecting, stumbling, or offering incomplete answers, all of which can escalate the situation. Preparation reduces risk and helps you stay calm, composed, and credible under pressure.
4. Engage with Media the Right Way
If media contact is expected or already happening, it’s critical that you maintain open, respectful communication.
- Avoid dodging questions or responding defensively.
- Keep body language open if on camera. Avoid crossed arms, downward glances, or rapid shifts in tone.
- Stick to your messaging, but answer questions directly and calmly.
Remember: how you deliver your message often matters as much as what you say.
5. Use Multiple Channels Strategically
Different audiences will look for updates in different places. Communicating across a mix of trusted channels helps ensure your message is accessible and consistent.
- Use press releases and statements to provide official updates
- Issue updates or responses on social media with a measured tone
- Update your website as a centralised hub for factual information
- Consider setting up a dedicated hotline or email inbox for affected stakeholders
Consistency across these platforms reinforces control, professionalism, and openness, the cornerstones of effective crisis management.
Leadership Is Tested in Crisis
Your brand’s long-term reputation isn’t defined by the crisis, it’s defined by your response.
Thoughtful, measured, and empathetic communication shows your audience that your business is guided by integrity, not just profit. That you’re listening, learning, and acting in good faith.
And that trust, once earned, becomes your most valuable asset.
Need support managing a communications challenge?
Talk to Pure Public Relations about how we can help you respond with confidence and clarity.
