The larger the company, the greater the impact any crisis has on its internal and external reputation. Data breaches, negative reviews, or mass production defects can quickly spark public backlash. Crisis PR helps prevent that backlash from turning into a full-blown catastrophe.
PR Begins Before the Storm: Why You Should Build Communications in Advance
When you develop PR proactively, in “peaceful times”, you invest in reputational capital. You create a clear image of your company and its leadership, and you build a relationship with your audience. Then, when a crisis hits, the media, customers, and partners already know who you are and are willing to listen.
Imagine two companies producing children’s products. One has consistently maintained a media presence, building a reputation as a reliable manufacturer of safe, high-quality goods. The other has ignored PR altogether.
If both companies face a manufacturing issue and release a batch of defective goods that harm consumers, the audience will be equally outraged. But when the first company explains the cause of the issue, people will listen — and their loyalty may even remain intact. The second company, however, will be remembered only for the incident itself, since nothing else is known about it.
Prepared communication channels act as insurance — they prevent the market from spiraling into panic. That’s why investing in PR long before a crisis occurs is essential.
In a Crisis, Speak Openly About the Problem: Transparency Is Not a Leak, It’s a Strategy
Many business leaders believe it’s better to stay silent — to avoid saying something that might damage the company or their own reputation. But silence is not golden: it gets filled with speculation. If you don’t tell your story, others will, and their version might not be flattering. Strong PR lowers the level of negativity surrounding your brand.
Feedback from a company during a crisis becomes a beacon for clients and employees. It helps clarify the situation and reduces anxiety by diminishing uncertainty.
In a tense period, be prepared to communicate 24/7 with customers, journalists, partners, and suppliers. Respond promptly to questions and complaints on your company’s official accounts — ideally within 90 seconds. React just as quickly to feedback on external platforms. Always respond personally — either from your personal profile or the company’s account but signed by a real person: the CEO, a top manager, etc.
Worried that acknowledging a problem will make you look weak? In reality, companies that speak honestly about difficulties inspire trust, not pity. People respect honest acknowledgment of challenges — it can even strengthen emotional connection. The media and the market always find a “crisis hero.” Why not let that be you?
Transparent communication brings more advantages than risks:
- It reduces external pressure. You receive fewer questions and complaints from customers and partners, and you avoid inventing stories to hide the truth. Media outlets are also more loyal to those who share information proactively.
- Controlled transparency keeps you in charge of the narrative, minimizing the risk of outsiders distorting your reputation.
- Customers stay loyal to companies that don’t “play silent.” Trust grows through openness.
- Honest internal communication ensures manageability during crises and preserves your HR brand.
- Brand awareness increases: a crisis can become a breakthrough moment. By becoming the “voice of reason,” you may attract new B2B clients and investors.
Moreover, you build a reputation as a crisis fighter — a valuable asset for the company’s future.
Rethink Your PR Strategy Thoughtfully During a Crisis
The golden rule of crisis PR: act deliberately, not react in panic.
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Don’t halt communications completely — silence only invites more questions.
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Change your tone, not your goal: shift from aggressive sales to messages of empathy, support, and solutions.
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Don’t delete criticism — respond to it and let people express themselves. It shows respect.
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Communicate honestly and simply — avoid indifference or overblown pathos.
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Coordinate every public message with legal and PR teams.
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Segment your audience — tailor messages for clients, investors, employees, and the media.
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Use live formats — videos and livestreams foster authenticity.
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Monitor audience reactions daily and adjust your strategy accordingly.
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Work as a team — effective PR must be cross-functional, integrating legal, marketing, HR, and GR departments.
Measure and Evaluate PR Communications
Emotion alone is not a strategy. You must analyze hard data — what portion of the crisis went public, where it appeared, and what the reach was.
Set up monitoring systems in advance using tools. Without these, preventing disaster in real time is impossible. When the first mentions of your crisis appear publicly, you’ll get alerts and can respond before the story spreads.
Track clear metrics to avoid acting blindly:
- Share of positive/neutral mentions
- Reach
- Audience engagement
- NPS (Net Promoter Score)
Digitize your communications with dashboards, reports, and clear metrics. This transparency reassures executives and shareholders that the situation is under control — and that you’re managing it openly.
A strong PR strategy must remain flexible and ready to adapt as the information landscape changes.
Strengthen Internal Communications: Stay Close to Your Employees
Ignoring employees during a crisis leads directly to leaks, demotivation, and sabotage. Staff always sense when something is wrong. If the company stays silent, it creates tension and alienation. Be open with your people — employees remain loyal when treated honestly. This reduces the risk of leaks and sudden resignations.
Develop a PR-based employee support strategy using storytelling, interviews, and feedback. When internal crisis communications are handled correctly, employees can become brand ambassadors, reinforcing your external reputation. Strong internal communication also prevents the “broken front” effect.
Use Storytelling to Reach Your Audience Emotionally
Media outlets prefer stories over press releases — stories engage readers. Dry statements about new products or facilities don’t evoke emotion; people connect only with what feels human. That’s where storytelling comes in. It shows that your company is made up of real people, not just a logo.
A crisis story can become a case study that attracts new partners. First, human-centered narratives inspire trust — they show that your company faces challenges, finds solutions, and overcomes adversity like anyone else. Customers are more likely to support hardworking people who own their mistakes.
Second, the classical “conflict and resolution” structure naturally evokes empathy. So use it: tell the stories of your struggles and how you worked to overcome them. That honesty builds emotional connection.
Keep Control of the Narrative: Don’t Let Negativity Dominate
The golden rule: don’t let negative news fill the entire media space. Continue creating positive news triggers, even during turbulence. It’s a key tool for stabilizing your public position. If there’s no news — create it. Publish stories about innovation, pilot projects, or market insights.
Release expert articles on industry platforms to strengthen your team’s authority. Publish joint materials with clients and suppliers to build visible alliances.
Create multiple positive “waves” that attract attention and generate as much coverage as crisis stories. Launch these positive content streams every two weeks — even unconventional or playful ideas can work (for example, a private preschool teaching kids basic trading).
Competitors may try to exploit your instability with negative PR. Neutralize them proactively.
Partner with Journalists and Industry Leaders
Work with the media consistently, not just once a year. Prepare expert articles, share case studies, and comment for analysts, bloggers, and outlets. This is not wasted time — it’s your entry point into the broader conversation.
Established media relationships allow you to react quickly when negative coverage or data leaks appear. Within 30 minutes of receiving a monitoring alert, contact key journalists to inform them that an official comment is coming soon. Prompt communication can even stop some publications from running.
Be active not only in traditional and industry media but also on social media.
Your crisis communication plan should outline in advance:
- Which channels go first (media, website, social media)
- The company’s stance on controversial issues — create “Yes/No” tables and distribute them internally to prevent off-message comments
- Who is responsible for external communication: PR, client service, department heads, legal, IT, etc., with contacts and backups in case someone is unreachable within 3 minutes
- Who your true audience is: not just the media, but clients, employees (and their families), investors, and partners
Build long-term relationships — personal connections between PR professionals and journalists often save the day in tense moments. Prepare a crisis media kit ready for immediate distribution. n
Don’t Stop PR When the Crisis Ends
Crisis PR has long-term benefits. Transparency during hardship builds trust for the post-crisis phase: if the company was “human” in difficult times, it will remain authentic in prosperity. Customers remember how you spoke to them during the crisis — this strengthens loyalty and willingness to stay.
For potential investors and partners, crisis communication experience signals maturity and resilience — a valuable asset for future collaboration.
Crisis PR is an asset on your balance sheet. It helps maintain control amid chaos, reduces the cost of reputational risks (both financial and human), and increases audience support.
Checklist: 8 Steps of Crisis PR
- Invest in your reputation early. Build communications during “peaceful” times — your reputational capital and recognition will serve as insurance when a crisis hits.
- Be open and honest. Don’t hide the problem — silence breeds speculation. Openness reduces anxiety, maintains control of the narrative, and inspires trust, not pity.
- Stay flexible. Don’t panic or shut down activity. Shift focus from sales to values and support. Coordinate all messages with legal and PR teams. Monitor public reaction daily.
- Talk to employees first. Honest internal communications prevent leaks and demotivation, preserving your HR brand. Loyal staff can become your strongest advocates.
- Harness storytelling. Speak in a human voice. Share stories of overcoming difficulties — they create empathy and emotional connection.
- Manage the agenda. Don’t let negativity dominate. Create new information triggers, expert content, and partnerships.
- Work proactively with media. Build long-term relationships with journalists and opinion leaders. Stay available for comments and keep a ready crisis media kit.
- Continue PR after the storm. Sustain communications to solidify recovery. A well-managed crisis becomes a powerful foundation for future growth, partnerships, and market expansion.
