7 Tips For Handling a PR Crisis
In light of the numerous crises around the world recently; SVB’s collapse, FTX’s bankruptcy, etc, we figured that it’s a good time to talk about Public Relations (PR) Crisis Management.
Handling PR crises is an essential aspect of any agency's work. Whether it's an unavoidable mistake or a miscommunication, a crisis can happen at any time, and it's essential to have the proper protocol in place and ready to go. Here are some of our best practices in handling PR crises as an agency:
Develop a Crisis Management Plan
Developing a crisis management plan is one of the essential steps in handling a PR crisis, and every company should have a crisis management plan even before a crisis occurs. The plan should include a list of key personnel, a communication chain of command, message strategy, and pre-approved statements.
An example of a well-crafted crisis management plan is that of Johnson & Johnson during the Tylenol crisis, arguably the original role model for crisis management today. The company's immediate response was to withdraw all Tylenol products from the market, which helped protect the company's reputation and gain the public's trust.
2. Act Quickly
Acting quickly is essential in handling a PR crisis. A quick response can prevent the situation from escalating and help regain control of the narrative. Taking too long to act will result in heavy losses to your company, as each day that passes without a response will result in another day of lost sales.
In 2009, a viral video went out online, showing Domino’s Pizza employees doing unsanitary things to the food. Within 48 hours of the video going viral, the company released a video response, where the CEO apologised, announced an investigation, and promised to take corrective action. The quick response helped Domino's Pizza regain control of the narrative and prevented further damage to the company's reputation.
3. Be Transparent
Transparency is critical when handling a PR crisis. It's essential to be honest and take responsibility for any mistakes made, as you never know when negative public opinion might explode online. United Airlines learned this the hard way when they mishandled a passenger on a flight in 2017. After initially defending the actions of the crew, the CEO issued an apology, accepted full responsibility, and promised to make changes.
However, the damage was already done - public perception of United Airlines was highly negative, with plenty of people taking the opportunity to share their negative experiences with United Airlines online.
4. Use Social Media Wisely
Social media is a powerful tool for communicating during a crisis. It can be used to keep the audience informed and updated on the situation. However, it's essential to use social media wisely and not engage in arguments or say anything that could make the situation worse.
One example of using social media effectively is the way Southwest Airlines handled a crisis in 2018. After an engine failure resulted in the death of a passenger, the company used Twitter to communicate updates and express sympathy for the victim's family. The company's use of social media helped to humanise the situation and showed that they cared about their passengers.
5. Monitor the Situation
In any PR crisis, the most important step is to monitor the situation after each announcement. This prevents preemptive action and premature announcements, and lets you know how well your crisis management campaign is being perceived online. This then allows agencies to adjust their strategy as needed.
An example of monitoring the situation is the way Uber handled a PR crisis in 2017. The company hired an outside firm to investigate allegations of sexism and harassment within the company. After the investigation, the company released a 13-page document outlining their findings and actions taken. The document showed that the company was committed to addressing the issues and rebuilding trust with the public.
6. Communicate Proactively
After the crisis is resolved, you should continue to communicate proactively with your stakeholders. This means staying engaged with the public and continuing to communicate updates and progress. This will help rebuild trust with stakeholders and demonstrate the agency's commitment to transparency and accountability.
7. Learn from the Experience
Once everything is over, take the time to reflect on the experience and learn from it. Agencies should evaluate their crisis management plan and make any necessary updates. They should also analyse the situation and determine what worked well and what didn't, so as to better prepare for any future crises.
Handling a PR crisis as an agency requires a well-planned strategy, quick action, transparency, and the ability to adapt to changing circumstances. By following these best practices and learning from the examples provided, agencies can effectively manage and mitigate the impact on a client’s brand image.
Remember to stay calm, act quickly, be transparent, use social media wisely, monitor the situation, learn from the experience, and communicate proactively.
If you’re looking for a PR agency to handle an ongoinng emergency, you might already be too late. Fortunately, DIFY excels even in high-pressure situations, with a crisis management plan that’s flexible enough to accommodate most of our clients. We can even help with preemptive measures, such as vetting pre-product launch campaign angles, potential pain points, and how to address issues should they arise.
Drop us a message by clicking on the link below, and we’ll get in touch with a free consultation!