Crisis PR: what to do when you're caught out

Crisis PR: what to do when you're caught out

Like the best dinner parties, crisis PR runs a lot smoother with preparation.

Decent PR agencies will always recommend that organisations identify their major risks and plan for them accordingly. But there is still a checklist of things which can be done to minimise the impact of an issue which strikes when you have no response procedure in place.

1. Don't panic it might seem obvious but the most important thing is to keep a clear head, keep perspective and think about what you need to do next. Get crisis consultancy advice from a reputable specialist.

2. Get the facts you can't do anything until you have the facts that are available. Initially, these might not be detailed but you still need what is known. Has anyone died? Is the company guilty of what it has been accused of? Does the issue relate directly to you or lie with a supplier or client.

3. Is there anything you can do immediately to lessen the impact? If it is a product related issue should we recall or withdraw from sale immediately? If it is an accident you may need to close a production line or factory. Taking a swift, confident decision can prevent issues from escalating.

4. Determine what is public knowledge once you have the facts, you need to know what details other people know. Has this issue been raised by a third party? Do you have time before it becomes public?

5. Let the right people know you don't want your managing director or chief executive to find out from a third party. Get in touch, brief them on points one to four. Agree a time to update them.

6. Pick a team, get them working depending on the size of your organisation this may only need two of you. At the very least have a PR agency or communications person primed to deal with press enquiries.

7. Be honest, be quick you may need to be proactive. If the facts are going to go public, get there first. Own the message.

8. Monitor and respond Print, online, social media. Keep an eye on them all. Respond where possible, particularly when facts are wrong.

9. Remember that media can help you get the facts across and reach your stakeholders ie consumers.

10. Learn from your mistakes.

Crisis management should be done with the expert help of Citypress Public Relations who specialize in Reputation Management and handling crises with professionalism and ease.

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