Nobody wants to have a PR crisis on their hands, but let’s face it—the brand is not a protected class. In an ideal world, a terrific business wouldn’t have to fear a public backlash, but we don’t live in an ideal world. At Otter PR, we specialize in PR crisis management, ensuring businesses can navigate turbulent situations without losing public trust.
From managing unexpected media scrutiny to addressing reputation-damaging incidents, our team has handled it all. We consistently deliver swift, effective solutions that safeguard your brand.
To simplify an otherwise complex process, we break PR crisis management into three key phases:
- Pre-Crisis Management – Prevention and preparation
- Crisis Management – Rapid response and containment
- Post-Crisis Management – Reputation recovery and long-term strategy
Each stage plays a critical role in keeping your brand’s reputation intact. Let’s break it down.
What Is PR Crisis Management?
PR crisis management is the strategic process of managing an occurrence that threatens a company’s reputation, customer trust, or financial well-being. Be it a product recall, executive scandal, social media backlash, or something else, a company’s response often decides if it survives or takes on long-lasting damage.
Public relations professionals play a pivotal role in initiating crisis communication and assisting businesses in developing transparent, affirming messaging that reinstates trust. View PR as your front line—how you handle a crisis can determine whether you emerge out of it stronger or a cautionary tale.
When Should You Respond to a PR Crisis?
Not every negative comment or online complaint requires a full-scale response. The key is knowing when to act—and how.
Using a PR Triage System
A helpful way to assess the severity of a PR crisis is to categorize it using a color-coded system:
🟢 Green (Low Risk): A minor issue that doesn’t require immediate action. For example, a competitor experiencing a PR crisis may not directly affect your brand, but it’s worth monitoring.
🟠 Orange (Moderate Risk): A developing issue that could impact customer trust, such as a viral negative review. This requires close monitoring but not necessarily a full-scale PR response—yet.
🔴 Red (High Risk): A serious crisis that threatens your brand’s reputation, revenue, or leadership. These crises demand immediate action from your PR team. Examples include executive misconduct, product failures, or major lawsuits.
Crises can escalate quickly—what starts as an orange-tagged issue can turn red within hours. That’s why real-time monitoring is essential.
Schedule Your Free Strategy Call
How to Prepare for a PR Crisis
The first one is obvious. No one is planning for a crisis, but every company should have a crisis communication plan ready.
At Otter PR, we work with businesses to prepare for potential crises before they happen through proactive strategies. Here’s what we recommend:
1. Monitor Your Brand’s Online Presence
Most PR crises start online—on platforms your company doesn’t control. The worst-case scenario? Your audience notices the crisis before you do.
Since manually tracking every mention of your brand is impossible, media monitoring tools are invaluable. These tools detect rising sentiment shifts, allowing you to react before a problem spirals out of control.
2. Set Up a Real-Time Alert System
Immediate awareness is key to effective crisis management. Notifications should be configured to alert your PR team when there’s an unusual surge in negative mentions.
3. Train Your Crisis Response Team
Every little bit can help, and a well-prepared team can mean all the difference. Ensure that key personnel such as PR experts, legal advisors, and executives know their roles and responsibilities in a crisis case.
4. Develop Pre-Approved Holding Statements
During a crisis, every second counts. Pre-written statements help you respond quickly while maintaining control of the narrative. These statements can be tailored based on the crisis, but having a framework in place ensures a faster response.
How to Handle a PR Crisis: A 7-Step Action Plan
When a PR disaster hits, here’s how to take control of the situation:
1. Classify the Problem—Don’t Overreact
Not all negative publicity is a full-blown crisis. Before escalating an issue, determine whether it truly warrants a major response. Sometimes, ignoring minor complaints is more effective than amplifying them.
2. Act Fast—But Thoughtfully
It is important to be fast. But it is also important to be accurate. Your chances of controlling the narrative improve the sooner you address the issue. Silence often makes things worse, giving room for speculation.
3. Identify Your First Response Team
The first responders to a PR crisis are your social media team and customer service reps; they’re on the front lines speaking to the public. And ensure they are trained to escalate serious issues immediately.
Your crisis team should also include the following:
✅ A media relations specialist
✅ A legal advisor
✅ An executive spokesperson
✅ Customer support representatives
✅ A crisis communication strategist
Each member plays a vital role in shaping the company’s response.
4. Evaluate the Situation & Control the Damage
Before responding, assess the scope and impact of the crisis. The right response will depend on the situation—some require immediate public statements, while others may be better handled privately.
5. Craft & Execute a Response Strategy
Transparency is key. If your company is at fault, own up to the mistake and outline steps for resolution. Deflecting blame or remaining silent often makes matters worse.
6. Leverage Influencers & Advocates
During a crisis, trusted voices can make a difference. If you have relationships with industry influencers, loyal customers, or brand ambassadors, they can help reinforce positive messaging.
7. Conduct a Post-Crisis Evaluation
Once the crisis subsides, analyze what worked and what didn’t. Ask yourself:
✔️ Was our response quick and effective?
✔️ Did we control the narrative?
✔️ Do we need to refine our crisis management strategy?
Refining your approach will help you handle future crises more effectively.
