What is a ‘PR Crisis’?
To use the term, PR Crisis can be both confusing and revealing because most of us will have differing views about what constitutes a crisis.
That said, a ‘PR Crisis is a moment when the behaviour of a business does not fulfil the needs of the consumer, which can have a detrimental impact on the survival of the company.’
The role of an agency should be to protect the company’s reputation with integrity and use the crisis as an opportunity to build relationships.
If there are legal ramifications, the expertise of legal professionals should always be sought, and this process requires behind the scenes management.
However, the initial response to a crisis should NOT be one of spin and counter-attack. It is an opportunity to educate and mobilise your existing and potential customer base.
The top two tips for managing a ‘PR Crisis’
The main rules for managing a ‘PR Crisis’ are as follows:
- Do not go on the defensive. It does not support your case.
- Take it offline as quickly as possible. The quicker you can isolate and remove the comments of other ‘online bystanders’, the easier it will be to achieve a resolution.
I hope you found this post helpful.