Frequently Asked Questions
Crisis Communications FAQs
What qualifies as a PR crisis?
PR crises come in all shapes and sizes, but generally speaking, they can consist of any occurrence that is a threat to your personal or your brand’s public image and reputation—from product recalls to lawsuits and misconduct to negative feedback.
What should we do first in a PR crisis?
It’s essential to remember to act quickly but calmly and thoughtfully. However, what you want to do first in a PR crisis is to pause all outbound communications to prevent further dissemination of conflicting and potentially negative messaging. Then, begin by assessing the situation, focusing on gathering facts, notifying key stakeholders, and engaging a PR team you trust. Calling on the assistance of crisis experts is invaluable as they can advise on the best next steps, help draft responses, and manage any media coverage and coordination.
Do we really need a crisis communication plan?
In short, yes. Crisis communication plans are no longer a recommendation; they’re a necessity. Crisis PR protects and rebuilds trust when a brand’s reputation is at risk, allowing you to craft and control public messaging, minimize misinformation, reassure internal and external stakeholders, and outline key roles and responsibilities. After all, few factors are more valuable than a team that is empowered and confident under pressure.
Should we respond to a crisis publicly or stay silent?
Transparency is essential when you respond to a crisis publicly, except in a few more sensitive circumstances. When your brand’s reputation is at risk or its ethics are in question, silence can imply guilt or worsen speculation as the public begins to fill in the gaps in information for themselves. Even releasing a statement that’s as simple as “we’re investigating the matter” shows that accountability and transparency are valued.
How fast do we need to respond in a PR crisis?
While every circumstance is unique, speed and precision are essential, so aim to respond to a crisis within hours. When facing a crisis, the early phases of communications often set the stage for what’s to come. If your brand doesn’t come forward and speak out, someone else will do so instead, making it much more difficult to regain control of public perception.
What should we say in a crisis statement?
Regardless of niche, industry, or type of brand, the contents of a crisis statement must be clear, calm, empathetic, and sincere. When a crisis occurs, the public is typically most interested in learning what steps you will take to rectify the situation moving forward.
Avoid defensiveness, speculation, and complex language. If you’re looking for additional guidance, consider contacting a trusted PR partner like RPR.
Who should be our crisis spokesperson?
A crisis spokesperson should be someone who is a trusted communicator—often this is a CEO, founder, or communications lead. This individual must be able to remain calm, informed, and empathetic while consistently delivering cohesive messaging. If your brand’s representative is interested in additional support, media training is an invaluable resource.
How do we handle social media backlash?
Social media backlash is typically approached similarly to other crisis situations: with active and thoughtful management, quick response times, verified facts, and unreactive replies. To further reduce confusion or misinformation, most social media platforms allow you to pin a clear response, making it more likely for audience members to see it. To effectively gauge the progress of the situation, brands should prioritize monitoring real-time mentions, sentiments, and developments.
How can we prepare for a PR crisis in advance?
How do we recover after a PR crisis?
Recovery after a PR crisis is a fragile and deeply strategic, long-term effort. The more transparent a brand is about relevant solutions and outcomes, the better the public is likely to react. This type of positive narrative enables consumers to start rebuilding trust and businesses to manage their reputation moving forward. These efforts often begin through public relations and social media outreach, and they continue to develop over time.
