Crisis in PR. Just hearing those words can make any business owner uneasy. You might hope it never happens to your company, but the truth is—no matter how well you run things, a crisis is never completely off the table. That’s where having a solid media relations strategy becomes your lifeline.
Crisis management is all about responding quickly and smartly to protect your reputation. At Otter PR, we know how fast things can spiral online. That’s why monitoring public sentiment across media channels isn’t just smart—it’s necessary. Crafting relevant messages, staying ahead of misinformation, and maintaining credibility are all part of the equation.
In this post, we’ll break down our approach into three digestible phases:
- Pre-Crisis Management
- Crisis Management
- Post-Crisis Recovery
So whether you’re managing public perception for a tech firm in Miami, a legal team in New York, or a real estate agency in Los Angeles—read on. Because a great media relations strategy doesn’t just defend your brand. It makes you the calm in the storm.
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What Is Public Relations Crisis Management?
Think of it as your company’s emergency protocol for reputation threats. When disaster strikes—be it an executive scandal, a faulty product, or a viral social media post—you need a trained team ready to communicate with clarity and empathy.
Your publicist isn’t just a spokesperson. They’re your first responder, shaping narratives and buying you time to investigate or pivot. At Otter PR, our experienced publicists know how to steer conversations, secure neutral (or even positive) coverage, and de-escalate high-pressure situations.
A carefully constructed media relations strategy can be the difference between headlines that crush your business and ones that help you recover.
When to Respond (And When Not To)
Not every critical comment is a five-alarm fire. You need to assess severity—fast.
Green Tag
If your competitor is dealing with bad press, but your name isn’t mentioned? Monitor it. Don’t panic. Sometimes being quiet is the smartest move.
Orange Tag
If a single negative review starts gaining traction or a mild complaint catches attention, flag it. You’re not in crisis mode yet, but don’t go to sleep on it.
Red Tag
If the media starts reporting on a real issue within your business, halt. Assemble your PR team. When company revenue, executive reputation, or public safety is on the line, immediate action is essential.
At Otter PR, we use triage tactics like these to guide our high-level clients—including tech startups, healthcare firms, and major law offices—through even the worst days.
Crisis Prevention Begins with Monitoring
You can’t fix what you don’t see coming. Online chatter often snowballs before it hits traditional media. That’s why we equip our clients with real-time listening tools and keyword-based monitoring tailored to their industry.
One powerful tip? Set alerts for brand mentions, negative sentiment trends, and volume spikes. This proactive step is often the first layer in a strong media relations strategy.
Forget trying to do it all manually—our team uses advanced AI tools to scan for risks and recommend strategic next steps long before a human editor could.
What a Solid Crisis Plan Should Include
Here’s what every Otter PR crisis plan involves:
- Sentiment & Volume Analysis: Gauge not just the number of mentions but the tone behind them.
- Intelligent Filtering: Track by geography, source credibility, and relevance to prevent being overwhelmed by noise.
- Influencer Mapping: Identify public figures or experts who could defend or explain your position credibly.
- AI Anomaly Detection: Know when something unusual is bubbling up—before it goes viral.
- Fast Notifications: Slack, email, or app-based alerts that keep stakeholders in the loop 24/7.
- Reputation Score Tracking: Measure public perception at a glance and understand where course corrections may be needed.
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Crisis Response: What to Do When the Alarm Sounds
Let’s walk through the seven steps we advise all our clients to follow:
1. Don’t Overreact
Start by classifying the problem. Jumping the gun could backfire. Your publicist will know when to speak and when to listen.
2. React Quickly
Once it’s clear you’re in a crisis, act fast. Use pre-approved holding statements if needed. Speed matters more than perfection at first.
3. Identify Your First Response Team
This team may include your publicist, a legal advisor, a communications lead, and someone with technical or operational insight. Everyone needs clear roles.
4. Assess the Situation
How serious is it? What’s the actual risk to your brand, stakeholders, or bottom line?
5. Plan Your Full Response
Get your final message out across the right channels—honest, transparent, and respectful. This is your chance to show leadership.
6. Leverage Influencers
Identify respected figures who can authentically vouch for your brand. We help our clients locate and brief these key allies as part of every media relations strategy.
7. Conduct a Post-Crisis Review
Learn from it. What worked, what didn’t, and how can you prepare even better next time?
