Why you should get expert PR support quickly in a crisis
As crisis communications specialists, we know that a reputational crisis can often hit when organisations are least expecting it. No wonder that just half of UK business leaders said their organisations have a crisis response plan in place, even whilst 78% have experienced a crisis in the past 18 months that has affected customers, according to Experian.
We support clients through some of the most challenging reputational issues, including:
- Independent inquiries
- Criminal investigations
- Public hearings
- Organisational restructures
- Funding problems
- Serious staff or volunteer misconduct
Issues like the above can impact public image and reputation, and social media such as X, Instagram and TikTok, mean a company’s reputation can be impacted in hours. Every minute counts so it’s better to act fast before things escalate.
The five steps to managing a PR crisis quickly and effectively
A quick response is crucial to any crisis. Often this means issuing a short holding statement to let the media, customers and stakeholders know you’re aware of the situation and are taking it seriously. This initial step gives you time to gather the facts, consult the relevant people internally and PR professionals, and gives you time to shape a full, well-informed response.
With our clients, we will create a communications strategy that ensures we stay ahead of any media interest. This is crucial to ensure that our clients aren’t on the backfoot, and in a crisis we are able to respond quickly before speculation takes hold.
Ensure your selected spokesperson is fully briefed, media-trained and the only one speaking with the press. We have extensive experience training public and private sector organisations to become adept at communicating with the media.
Your messaging will also need to be clear, concise and calm. In a crisis, there’s often misinformation circulating. Being direct and transparent helps cut through speculation, correct false narratives and demonstrate control.
Reassurance is just as important as clarity. When trust has been shaken, it is critical to show your competence and confidence in your organisation. We supported our client easyfundraising in a significant copyright dispute that led to a victory in the UK High Court and UK Appeals Court for our client. Throughout our communications, we provided calm and consistent reassurance to the public, countering multiple attempts to discredit easyfundraising. By maintaining a confident tone, we protected the organisation’s reputation and bolstered support for the thousands of good causes it champions in the UK.
Similarly, tone also matters. It’s important to show empathy if anyone has been badly affected by what’s happening. Organisations can be left looking cold or indifferent if there is a perceived lack of compassion – and this can take time to recover from. is often hard to come back from.
Why it’s important to get expert PR support
You may only recognise the value of crisis communications support when you’re already in the midst of a crisis. But whether you are facing more media attention, serious allegations or viral backlash, having an experienced PR team behind you will have a significant impact on how your organisation fares during this crisis.
Even at short notice, we can:
- Manage media enquiries
- Support your internal comms team
- Draft and deliver key messaging
- Put a clear plan in place to protect your reputation
It’s about helping you respond quickly, calmly and strategically, and making sure your teams feel supported and confident throughout.
If your organisation is facing a crisis – or you want to prepare in advance – we’re here to help. Get in touch on 0161 706 1618, email [email protected] or fill in our contact form here.