Why is it needed?

There may be a time when a statement is required, to respond to the news or a press release that gets your version of events out there first.

More often than not, the crisis will come and go very quickly but if you are perceived to be responsive rather than complacent – this can often speed up the process.

Having a clear point of view and comment on the crisis at hand is key.

There’s no point in putting out a form of communication that talks around the subject, the ultimate goal is to nip it in the bud, provide a solution and move on in a positive direction.

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What’s important in managing a crisis or brand reputation?

First and foremost, the stakeholders. That saying, ‘there’s too many cooks in the kitchen’ definitely applies here. The crisis should be controlled and contained by an agreed number of people, ideally one or two within the organisation facing the crisis, the PR representative and the media.

Hopefully it’s just one or two journalists but there may be a more general approach to journalists that needs to be taken so one clear press release or statement should sum it all up and provide the answers everyone is looking for.

Following this, having a clear message and response should be put together and you may be against the clock depending on the severity of the situation.

Before you issue a response.

Collate and investigate all of the current communications whether that’s taken place internally or already published. Gather round the table or on a call and analyse these to put them in an order of importance – allowing your crisis team to be well informed and to respond to those that are the most troublesome. In an ideal situation, one clear message can be distributed to the media but there may be instances where a more tailored approach is needed for each piece of damaging press, and this can take a lot more crafting.

Use your PR and social media monitoring tools to understand the reaction of the media and your community.

Multi-channel management.

Tackling a crisis is not just down to the external messaging via PR.

It’s this approved statement that is crucial to your business impact. PR professionals are well-equipped to create external facing messages that can be used on your website, in emails and on social media.

The approved statement or press release should also be handed to any customer service teams or representatives as they are usually the first point of contact for any issues, queries or complaints. If everyone is singing from the same hymn sheet, and the press are on board with your message – crisis averted!

How to work with a PR agency.

A crisis doesn’t always need attention when it has hit or after. Trust us as your PR team to be one step ahead and monitor the issues or problems before anything could hit the public eye.

Having a crisis team on standby is well-advised, especially if your PR agency knows your organisation inside out.

This will make it a lot easier to gather the stakeholders, apply your brand tone of voice to the comms needed and be ready to hit the ground running with the media to approach.

Your PR team will be able to create a plan with timely responses, order of events and all approved statements for everyone to adhere to. They should be the main point of contact and field any questions from journalists to help contain the situation.

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So, you have questions?

What can PR do for a small business?

For a small business, PR can help to raise brand awareness and get your name under the nose of the right journalists. Gaining press coverage (whether regional, industry-specific or national) is a great way to gain visibility and push your USPs.

When and where is PR most effective?

PR is effective for businesses of all sizes across any industry. The reputation of your business is critical to its success so managing how people view your brand is integral at all stages - from when you launch to when you announce your first milestones.

Can you get coverage in local and trade publications?

Absolutely! We can build bespoke media lists based on the kind of publications you would like to see your business featured in and target specific journalists.

Do I need a press release for every new product?

Press releases are a great way to announce a new product but they need to be newsworthy and have a hook.

Do you only do content based PR?

No - our PR team can also help with events and stunts too.

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