What Every Entrepreneur Should Know Before a PR Storm Hits
Even the best brands face bad press sometime, here’s how to come out stronger on the other side…
Crisis Communication is not just a nice-to-have – it's a must-have. If you’re in PR, you already know that a well-thought-out crisis plan can be the difference between weathering a storm and sinking into the abyss. So, how can PR professionals and brands be proactive instead of reactive when it comes to crises? Let’s break it down.
Why Crisis Communication Matters More Than Ever
Every brand, regardless of size, is vulnerable to crises. Whether it’s a data breach, a public scandal, or an ill-timed post, unexpected challenges seem to emerge overnight. In this environment, crisis communication isn’t just about damage control, it’s about protecting the lifeblood of your organization: reputation.
Effective crisis communication isn’t just for when disaster strikes, but also for before it does. A brand that has a solid, proactive communication strategy can protect its credibility, maintain consumer trust, and navigate through turmoil with minimal fallout.
Crafting a Proactive Crisis Communication Plan
Having a plan isn’t enough. You need a proactive plan. Here’s how to build one that ensures you’re always one step ahead:
Conduct a Risk Assessment
Not all crises are created equal. Get ahead of potential issues by identifying the risks that could impact your organization. Is it a customer service nightmare? A product recall? An internal scandal? Knowing what could go wrong helps you prepare responses that are quick, efficient, and relevant.
2. Establish Clear Protocols
A crisis doesn’t wait for anyone to figure out who does what. From senior leadership to junior PR staff, everyone needs to know their role in the event of a crisis. Assign responsibilities for media relations, internal communications, social media responses, and legal counsel to avoid any confusion when the pressure is on.
3. Create a Messaging Framework
Once the storm hits, the last thing you want is a communication free-for-all. Develop clear, concise messaging guidelines that address different types of crises. The key is consistency and clarity. Whether it’s an apology, an explanation, or an offer of compensation, your message should always align with the values of your brand and address the concerns of your audience.
4. Monitor, Adapt, and Evolve
A proactive plan requires constant tweaking. After each crisis, evaluate what went well and what didn’t. Did your response resonate with your audience? Did you react fast enough? Learn from each situation, and don’t forget to update your crisis plan accordingly.
Real World Examples of Crisis Management Success
Southwest Airlines - Emergency Landing (2018)
Crisis: After an engine failure led to a tragic passenger death, Southwest Airlines was thrust into the spotlight.
Response: The airline quickly expressed condolences, communicated transparently about the investigation, and put new safety protocols in place.
Lesson: A transparent, empathetic approach coupled with a clear plan of action for the future showed that the company took accountability seriously and prioritized passenger safety above all else.
Chipotle - E. coli Outbreak (2015)
Crisis: A series of E. coli outbreaks linked to Chipotle locations led to a major public health scare and a sharp decline in sales.
Response: The company took swift steps, closing affected stores, enhancing food safety measures, and launching a marketing campaign to regain customer trust.
Lesson: Chipotle’s success in navigating the crisis came from its commitment to transparency, responsibility, and concrete actions to prevent future incidents. Over time, the brand managed to rebuild consumer confidence.
Key Takeaways: How to Navigate the Crisis Maze
Act Fast, but Thoughtfully: In today’s 24/7 news cycle, speed is essential. But remember, it’s not just about being first, it’s about being right. A hasty, poorly thought-out response can do more harm than good.
Own Your Mistakes: Whether it’s a bad product, a PR blunder, or an unfortunate incident, taking ownership shows your audience that you’re committed to accountability.
Don’t Underestimate Empathy: Compassion is a critical element in crisis communication. People connect with people, not corporations. Show that you understand the pain your audience may be feeling, and that you’re working to fix it.
Keep Your Team Prepared: The crisis communications team should be trained regularly. When the pressure is on, a calm and coordinated effort is the best way to handle the situation effectively.
Crisis communication is one of those topics that PR professionals and brands can never afford to ignore. But it’s not all doom and gloom, crisis situations also present opportunities to showcase your brand’s resilience, transparency, and ability to grow from adversity.
