AMPR’s top five tips to manage a PR Crisis

As an agency that manages many major events, there is always much to celebrate, but also many things that can and will go wrong. Whether a minor issue or a major crisis, knowing how to control the message and create positive sentiment is crucial to protect your brand’s reputation. Here’s our top tips to do just that. 

Preparation is key 

The very nature of a crisis is that you can never expect when it might hit, however with ample preparation and forward thinking you can ensure that your team is well adept to manage a crisis scenario if and when it does occur.  

By conducting risk analysis planning to ascertain any potential scenarios, you can prepare reactive statements, engage relevant stakeholders and run mock scenario training to ensure your team have a healthy base to work from if a crisis does strike. 

Timing is everything 

Thanks to our fast-paced world of smartphones and the Internet, news travels fast, and when a crisis happens, media can often be the first to know. Responding in a timely manner with a considered response is important. Even if you don’t have all the facts, it’s better to acknowledge the issue and provide an interim update than to ignore it. You can always follow up when you know more. 

Be action-orientated 

When addressing a crisis scenario you need to lead with action. Ensure you know the steps your organisation is taking to address the issue and make these known to key stakeholders and media. If you’re seen to be doing nothing, you will likely make it worse. 

Honesty is the best policy 

Sometimes in life and in business we make mistakes. It’s important to be honest and own our mistakes and misgivings. If you address the issue upfront, and provide key actions being taken to address the issue, then you can often slow down or put the news cycle to a stop.    

Remember, we’re all human 

When working to protect the reputation of a brand or corporate enterprise, it’s important to remember that, in majority of circumstances, crisis scenarios affect people. Regardless of whether you’re drafting a public statement, briefing a spokesperson or talking to a stakeholder, make sure you approach this with empathy and compassion, as that is what people will take away first (or notice if it’s missing).