A Brief Outline of Public Relations Strategies and Tactics for Crisis Management


Accidents do happen in the corporate world without any prior notice. According to a survey conducted by PwC, in the last 5 years, 7 out of 10 (or 69%) of the world’s business leaders have experienced at least one crisis. While one may not be able to prevent a mishap, they should always have a crisis management plan in place to deal with the aftermath. Keeping proper resources and strategies in place can minimize the impact of the crisis. But, failure to do that can potentially ruin the brand's reputation. Here’s wherethe importance of standardizing public relations strategies and tactics truly lies.

When does a Business Need PR in Crisis Management? 

Every business, big or small, should have a documented plan of action for crisis management, with modifications suiting the crisis at hand. Given below are some of the instances that can call for PR in crisis management:

  • Employee/consumer lawsuits 
  • Manufacturing accidents 
  • Product defects 
  • Objections from the community/government 
  • Product recalls 
  • Mergers and acquisitions 
  • Problems with the Labor Commission 
  • Resignations of chief executives

There can be other issues as well, but the adverse effects can be averted if a solid crisis management framework is already in place.  

What are the Essential Steps to Handling a PR Crisis? 

The advantage of having an experienced brand strategist or PR firm at your behest is that they will devise the right plan within the given timeframe and take the necessary steps to minimize any backlash towards the business or brand reputation. The standard protocol includes:

Creation of a Response Team

A crisis response team composed of in-house professionals and PR firm executives is the need of the hour. They keep track of a situation and handle its repercussions, ensuring that business continues while they deftly tackle the issue and ensure that brand reputation is restored. 

Drafting a Unique Strategy

Even with a standard crisis management protocol, the nature of the issue will dictate its management. It falls upon the response team to devise a unique strategy, keeping in mind the situation and the parties involved, and drafting plans that work out well for all.

Releasing a statement 

The company must release an immediate statement directed to the consumers, authorities, and the general public. The statement intends to clarify the company’s stance and details the steps taken in the aftermath. If the company is at fault, it is best to accept responsibility and apologize while assuring that such an incident will not happen again.

Reaching Out to the Parties Involved

The company should immediately reach out to the affected parties (consumers, stakeholders, employees, partners, etc.) and make amendments to prevent further worsening of the crisis.

Situation Monitoring

It’s the responsibility of the response team to track the crisis and monitor its impact throughout the management process to see if the applied strategies are working. The methodology of addressing the situation is subject to change according to the public’s response towards the business. 

The moral of any crisis management situation is to learn from the mistakes and revise protocols to prevent a repetition of the same issues in the future. Reputations take years to build, but only seconds to crumble down.

If you are looking for a reputable Cleveland PR firm, then Premo Consultants is the one you need by your side. They are one of the leading PR and marketing firms in Cleveland and Pittsburgh, with an unscathed track record of offering customized, full-scale communications solutions to clients.

Location: Pittsburgh, PA, USA

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