Navigating a Crisis with Public Relations
Laura Gallagher
President and Founder of The Creative Company
A Step-by-Step Guide to Effective Communication
Crises can strike at any time, and for organizations, the ability to navigate and communicate effectively during such events can be the difference between swift recovery and prolonged challenges. When a crisis unfolds, the clock starts ticking. A well-structured approach to managing a crisis with public relations—anchored in clear communication strategies and swift action—becomes essential to managing both the immediate and long-term effects on the organization, its stakeholders, and the community at large.
Reputation management is at the heart of both public relations and crisis communications. How an organization handles itself in a crisis can significantly shape public perception, making it crucial to respond with transparency, empathy, and accountability. A thoughtful and proactive public relations strategy can help preserve or even enhance an organization’s reputation during times of uncertainty, fostering trust and loyalty among key audiences.
Understanding the phases of crisis management is critical for preparing a public relations strategy that will effectively handle crises. By leveraging public relations tactics throughout each stage—from immediate response to long-term recovery—organizations can navigate the complexities of a crisis while minimizing negative impacts on their reputation and ensuring better outcomes for internal and external stakeholders.
Crisis Timeline
Immediate Response (0-7 days)
Objective:
This is the critical “first response” phase, which helps manage the immediate crisis and communication.
Scope of Work:
- Crisis messaging, immediate press releases, and media management.
- Internal communication to staff, students, and parents.
- Social media management and monitoring.
- Coordinating with local authorities and legal teams.
- Providing initial media training to key spokespeople.
Ongoing Crisis Management (1-4 weeks)
Objective:
Managing communications as the immediate crisis transitions to longer-term media coverage and recovery efforts.
Scope of Work:
- Continued media relations, managing press conferences, interviews, and public statements.
- Crisis recovery messaging includes community outreach, healing, and support plans.
- Managing stakeholder communications (parents, local authorities, the community).
- Updating messaging as new information becomes available and helping the school navigate complex or sensitive situations.
- Monitoring public sentiment and addressing misinformation or media backlash.
Long-Term Reputation Recovery & Healing (1-6 months)
Objective:
This phase focuses on the organization’s and community’s long-term recovery. Communication efforts shift to healing, rebuilding trust, and continuing to support the affected individuals and the broader community.
Scope of Work:
- Developing and executing a long-term communications plan focusing on healing and rebuilding the school’s reputation.
- Organizing or supporting community events, memorials, and healing initiatives.
- Working with local authorities, mental health professionals, and community leaders to foster positive narratives.
- Continued media relations, including offering updates to the public about recovery and support initiatives.
- Developing educational or preventive measures (e.g., ensuring the community knows what steps are being taken to prevent future violence).
Post-Crisis Evaluation and Assessment (6-12 months)
Objective:
The final phase is focused on assessing the overall effectiveness of the crisis communication efforts, evaluating media sentiment, and refining the school’s communication strategy moving forward.
Scope of Work:
- Post-crisis review: Analyzing media coverage, social media sentiment, and stakeholder feedback.
- Providing reports on the success of communication efforts.
- Assisting the school in planning for long-term public relations and community engagement strategies.
- Revising internal communication policies based on lessons learned.
What is the first thing I should do when a crisis happens?
The first step is to activate your crisis response team. This team should include key stakeholders such as senior leaders, PR professionals, legal counsel, and local authorities. Immediate actions should focus on internal communication (informing staff, stakeholders, and the community) and issuing a brief, accurate public statement. It’s essential to stay calm, ensure all facts are accurate, and maintain transparency.
How can I prevent a crisis from happening in the first place?
While not every crisis can be prevented, robust crisis preparedness plans are key. These plans involve regular crisis communication drills, clear protocols for responding to different types of crises, and ongoing engagement with the community. Organizations can reduce the likelihood of a crisis escalating by creating an environment of transparency and proactive communication.
How do I communicate sensitive information without causing panic?
Sensitive information should be communicated carefully and with empathy. It’s essential to stick to verified facts and avoid speculation. Always reassure your community that you are taking appropriate action. Depending on the situation, offering support services like counseling or resources for those affected might also be helpful while ensuring that communication is clear, calm, and compassionate
How do you handle crisis communication on social media?
Social media can amplify a crisis but can also be a powerful tool for managing information. During a crisis, it’s important to actively monitor social media channels, respond quickly to misinformation, and post factual updates regularly. Clear, concise, and empathetic messages are essential for maintaining trust and comforting the community.
How do I handle misinformation and rumors during a crisis?
Proactively monitor media channels, social media, and community discussions to catch misinformation early. When addressing false information, be calm and factual. Issue corrections or clarifications promptly and provide cleapreciserifiable data to set the record straight. Publicly addressing rumors in a professional, timely manner helps maintain credibility.
Can crisis communication efforts be outsourced?
Yes, crisis communication can be outsourced to a PR firm or crisis communication specialist, especially when the situation requires a high level of expertise or if internal resources are stretched thin. A professional agency can bring in experience, additional media contacts, and a fresh perspective, helping to craft messages that resonate with your audience.
Laura Gallagher
Laura Gallagher is the President of The Creative Company. She is the 2019 SBA Women in Business Champion of the Year, a 2021 Governor’s Business Plan Competition winner, and recognized by the State of Wisconsin and the Governor as a Trailblazer, Laura is a nationally recognized entrepreneur and advocate for women in leadership.
She is the author of Home Again, A Restoration Story and #180in120 Recharge Your Business in 120 Days, and a contributing author to Making a Difference.