What is Crisis PR? Crisis PR Explained

TRANSCRIPT

In this article, I will share the go-to strategies that every business leader needs to navigate a PR crisis successfully. You will learn how to prepare for the unexpected, respond quickly and effectively, and build a lasting foundation for your business’s growth and security.

I’m Darcy Buxton, intake manager at Minc Law. I’ve seen firsthand how PR crises can devastate businesses and careers. But I’ve also witnessed how the right approach can not only mitigate damage, but actually strengthen an organization’s position.

What Is Crisis PR and Why It Matters

Crisis PR is the strategic management of communication during reputation-threatening situations. Knowing how and when to respond can make all the difference. The R.A.C.E. framework—Research, Action, Communication, and Evaluation—is a helpful guide.

Let’s look at two real-world examples that show why crisis response matters.

In 1982, Johnson & Johnson responded to a Tylenol poisoning crisis by recalling 31 million bottles, creating tamper-proof packaging, and maintaining transparency throughout. This helped restore consumer trust and set new safety standards.

In contrast, Equifax delayed responding to its 2017 data breach. Their slow disclosure and poor communication fueled public outrage. They faced lawsuits, fines, a CEO resignation, and a major stock decline. This showed a lack of preparation and cost them dearly.

How to Prepare Before a Crisis Hits

You need a crisis plan before anything goes wrong. It does not have to predict every scenario. It should be flexible enough to adapt to any crisis.

Start by assembling a crisis response team. This should include leadership, legal counsel, PR experts, HR, and IT. Choose a spokesperson—someone trained, calm under pressure, knowledgeable, empathetic, and relatable. This person does not need to be the CEO.

Create a crisis communication plan. It should clearly outline the chain of command, pre-approved messaging templates, communication channels, and designated roles. Identify possible crisis scenarios for your industry and draft message templates for each one.

Once the plan is in place, practice it. Time your response drills. Hold mock press conferences. Evaluate and debrief afterward. The goal is to stay calm and in control when a real crisis strikes.

Responding in the Golden Hour

The “golden hour” refers to the first hour after a crisis becomes public. This is when your actions will shape the public perception and outcome of the entire crisis.

Here is a five-step, 60-minute action plan:

1. Assess the size and scope of the situation
2. Activate your crisis response team
3. Gather all available facts
4. Craft your initial message
5. Brief your chosen spokesperson

Use the acronym TACOS to guide your tone: Transparent, Accountable, Compassionate, Organized, and Swift.

Compare Pepsi’s and KFC’s responses to their respective PR disasters. Pepsi’s 2017 protest-themed ad sparked immediate backlash. Their initial defense made things worse. They pulled the ad and apologized, but it was too late to undo the damage.

In contrast, KFC’s 2018 chicken shortage in the UK was handled with humor and transparency. They built a dedicated website to provide real-time store updates and turned a crisis into a brand win. KFC checked every box of the TACOS approach.

Managing the Long-Term Response

Once the initial crisis is contained, ongoing communication is critical.

Use the three C’s: Concern, Control, and Commitment.

• Continue showing empathy for those affected
• Demonstrate active management of the situation
• Reaffirm your dedication to resolving the issue

Set up a central hub—like a webpage or social media account—for updates. Monitor media coverage and public sentiment using tools like social listening platforms. Stay ahead of misinformation.

Know when to apologize and how. A sincere apology can rebuild trust, but always consult with legal counsel. In some industries, an apology may be seen as an admission of liability or a violation of confidentiality.

Include legal experts in your crisis team to balance transparency with protection. Also, keep your employees informed and involved. They can be powerful ambassadors for your brand.

Turning a Crisis Into a Growth Opportunity

Once the storm has passed, use the experience to make your organization stronger.

Conduct a post-crisis audit. Evaluate your response and find areas to improve. Assess the impact on stakeholders and your public image.

Rebuild trust by fulfilling promises made during the crisis. Implement real changes. Keep communication open.

Share what you’ve learned. Create a “lessons learned” narrative. For example, a company that suffered a data breach could launch a new cybersecurity initiative and advocate for better standards across the industry.

Update your crisis plan based on what worked and what did not. Show your stakeholders that you are always evolving.

Finally, show strong leadership. Executives who stay visible and take ownership during recovery can boost personal and organizational reputation.

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Get Help From Experienced Crisis PR Attorneys

Crisis PR is not just about damage control. It is about showing leadership, maintaining trust, and emerging stronger from challenges.

If you are facing a reputational crisis or want to strengthen your preparedness, Minc Law can help. Our attorneys understand how to protect your reputation with the right legal and communication strategy.

Contact us today to schedule your free case evaluation. Call, use our live chat, or submit our contact form to take the first step toward safeguarding your reputation and peace of mind.