What to do when a PR Crisis Hits: A Real Time Response Guide
In my last post, How to Prepare for a PR Crisis Before It Happens, we covered how to prepare for a crisis. This time, we’re talking about how to lead through one — because when things go sideways, you need more than a plan. You need clarity, confidence, and a calm head.
Step 1: Balance speed with execution
- Delays create an information vacuum—and that vacuum has the opportunity to be filled with speculation or misinformation. In our current digital information age, information moves quickly and social media moves even quicker. This means it is critical to act quickly. Acting quickly doesn’t mean reacting blindly. If you need time to gather facts, say so — publicly. A short holding statement is better than silence.
- Avoid knee-jerk responses. Emotional, defensive, or dismissive responses can escalate the situation further. Remember to pause and to breathe! Use the messages you’ve already prepared for moments like this.
Step 2: Activate Your Crisis Team
- In my first post I identified the need to have a Crisis Quarterback. Your Crisis Quarterback (the central point person managing all internal and external flow of information) should immediately activate the response team.
- Define roles. Add reinforcements. Bring in outside experts if needed — legal, comms, or reputation specialists. This is the moment where experience matters.
- Assign one clear spokesperson (not the Quarterback) for all external communications. If you need a second spokesperson for internal teams, make sure they’re in lockstep and aligned on messaging. Confusion kills credibility.
Step 3: Control the Narrative
Your brand should be the most reliable source of information about the crisis.
- Communicate clearly and transparently—avoid corporate jargon or evasive language.
- Monitor media and social chatter—adjust your messaging as needed to address evolving concerns.
- Correct misinformation quickly—false narratives spread fast, so be proactive in setting the record straight.
Step 4: Prioritise All Stakeholders—Not Just the Media
The media isn’t your only audience — and in some cases, they’re not even your most important one.
- Internal teams need updates—employees should not hear about the crisis from the news first.
- Customers and partners matter too—acknowledge their concerns and offer clear next steps.
- Regulatory and legal teams must be engaged—if the crisis has legal implications, getting sound legal advice early on is critical and can guide your communications strategy.
Step 5: Learn and Adapt for the Future
- Conduct a post-crisis review—what worked, what did not, and how can you improve next time? It is easy to assume once you have made it out of a crisis that you will not face another any time soon – in fact, a secondary crisis (related or unrelated) can strike at any time.
- Update your crisis playbook— Don’t wait until the next crisis to revisit your playbook. The best time to evolve your plan is right after the pressure subsides — when lessons are fresh, and your team is still in “what did we learn?” mode.
- Train your team—regular crisis drills will prepare your company for future challenges.
Final Thoughts: Resilience Over Reaction
A crisis is a test of leadership. The brands that come out on top are those that act with speed, strategy, and empathy. We’ve seen brands come out of a crisis with their reputations not just intact, but improved — because they acted with clarity and care when it counted most. If your company does not have a real-time crisis response plan, now is the time to create one.
At PRAXIS, we help brands turn crisis into opportunity. Need expert guidance? Let’s talk.
