Video: five things you should know about crisis PR

In this video, our managing director Tracy North discusses five things you should know about crisis communications.

A summary on crisis PR can be found below the video.


  1. What merits an issue or crisis for a business?

A relatively small issue that isn’t nipped in the bud by management, sometimes grows into a full-scale crisis. A crisis often involves negative coverage and comments in the public domain.


  1. The impacts of a crisis

The impacts of a crisis are varied and far-reaching. Crises typically impact a business’ reputation, but this can have a knock-on effect on your staff, customers and other stakeholders.


  1. Who should you communicate with during a crisis?

There are many audiences who are important to communicate with during a crisis. The public are important to communicate with in order to maintain their confidence in you. Employees are also important to talk to along with influential third parties such as industry experts and politicians. Communicating with these groups clearly increases the strength of your story, upholding your reputation.


  1. Why communication is important during and after a crisis

Maintaining a regular channel of communication is an important part of managing crises. During a crisis, public statements and media interviews ensure you are getting your message(s) across. Following the crisis, communication should still be frequent to prevent accusations of trying to bury or hide from the issue.


  1. Prepare for a crisis

Although you can’t prepare for lightning to strike, there are steps to take to limit the effects of a crisis. By putting a crisis PR plan in place and providing staff with media training, you can prevent being caught out if a problem occurs.