How to Prepare for a PR Crisis Before It Happens
Why Crisis Preparation is Essential
One of the biggest misconceptions I hear is that crisis planning is only for large corporations. The truth? Every brand is vulnerable and this is only going to be accelerated as we entire the age of disinformation – fuelled by social media and artificial intelligence. Whether it is a product issue, a PR misstep, social media backlash, or disinformation being spread for seemingly no reason, failing to prepare means leaving your brand exposed. A strong crisis plan ensures your team can respond calmly, strategically, and effectively when the pressure is on.
Key reasons to have a crisis plan in place:
- A crisis is inevitable—having a plan puts you in control.
- Crisis moments are emotional and chaotic— I have seen the coolest of clients lose that cool when the heat is on. Planning in advance ensures you have a framework to respond and that you’re communicating from a rational place, not reacting based on the emotion of the moment.
- Reputation is not the only risk—financial losses, legal consequences, and stakeholder trust are also at stake.
Key Components of a Strong Crisis Plan
A well-structured crisis plan ensures that when trouble arises, you have an action plan in place. As a football fan, I like to think of it as my ‘playbook’ and like any good playbook you’re going to have some set plays for the most predictable of crises as well as some preparation for unusual big game moments when an out of the box play might be just the solve a crisis calls for. Here are some things your crisis playbook should include:
- A crisis response team with a limited group of members, each of whom has clear responsibilities. Keep it small and focused, led by a single decision-maker—the “quarterback” of the crisis response.
- Scenario planning. While your core plan and team will remain the same, outline responses for specific crisis scenarios unique to your business. Start with the obvious scenarios but then push yourself out of your comfort zone by asking ‘what else could go wrong?”.
- A clear media strategy. A well-prepared team should have pre-approved key messaging, designated spokespeople, and media training.
- To get ahead of potential crises, here are two steps you should be taking alongside creating your playbook:
- Set up early warning systems. Social listening tools and media monitoring help identify issues before they escalate.
- Crisis simulations. Running mock crisis drills ensures your team is ready when it counts.
Avoiding the Biggest Crisis Prep Mistakes
- Thinking it will not happen to us. No brand is too small or too well-regarded to face a crisis.
- Not having clear roles (or “too many players on the field”). Who is leading the response? Who is speaking to the media? Without clarity, confusion reigns.
- Failing to test the plan. A crisis plan that sits untouched is as bad as no plan at all—run regular drills or mock crisis scenarios to keep it top of mind (these are not only game changers in terms of crisis preparedness – they can even be fun to roleplay your way through a tough scenario).
- Keep your plan fresh – Review your crisis plan every 6 months!
A well-prepared company can turn a crisis into an opportunity to reinforce trust and credibility. If your brand does not have a crisis plan, now is the time to build one. Start with identifying risks, establishing clear roles, and running realistic crisis simulations. It’s like training camp before the season starts—so when the pressure’s on, your team knows exactly how to execute.
At PRAXIS, we help brands stay ahead of crises—before they happen. Need guidance? Let’s talk. We offer comprehensive and affordable ‘Crisis Starter Pack’ solutions to help you get started in your crisis preparedness journey. Because in PR, the best way to manage a crisis is to prepare for it.
