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First of all, how do you know you’re in a crisis? Think of it this way: anything that could make you or your company look bad, or isn’t delivering the message and image that you want—that’s potentially a crisis situation.

If you sense something isn’t right, but you’re still not sure what is considered a crisis, contact a crisis manager and ask. In some cases, it may not rise to a level where action is needed, but it’s better to be sure.

It doesn’t have to be bet-the-farm stakes. A single negative Google review can have a snowball effect. A crisis can be anything that’s going to give people an inaccurate view of you or your organization. That’s the definition, and if it sounds like what you’re going through, don’t just wish the problem would go away. Instead, take positive steps toward keeping your reputation intact and discuss your situation with a crisis counselor.

Without question, the best time to consult with a crisis communications firm is when no crisis is imminent. Why? Because preventing a crisis is a lot easier that resolving one. Also, it’s a certainty that you and your stakeholders will spend a lot more money on crisis PR and legal bills during a crisis event than beforehand. That’s why experienced crisis PR firms like Red Banyan assign a crisis pr task force to your case and provides a crisis audit as one of our core offerings.

A comprehensive audit can accurately assess and provide tips on what’s most likely to create problems for your organization, before they happen. That way, you’ll be better positioned to put a process in place that can help keep your organization crisis-free. At Red Banyan, our team will address any areas of concern specific to your situation. We’ll then help you develop a working strategy and conduct training with people in your organization, so they’ll know how to take action if and when the time comes.

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