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While dealing with a communications crisis may unpleasant, advance planning, skillful execution and honest evaluation could provide the ultimate PR learning experience.
Think of a crisis as a trip—with proper information, planning and execution, the damage to one’s reputation is minimized. A well-executed plan will keep you on track and minimize the possibility of dangers along the way.
While it’s important to make sure that quotes are correct and facts are straight in a story, there are times to call attention to mistakes and times to back off.
In case of a crisis, calming fears and disseminating factual information internally is critical. Your organization’s Intranet can be the one-stop shop for gaining employee trust.
Given the power of blogs and other social media channels, crisis expert Richard Levick writes that it’s critical that organizations have a digital-savvy litigation communications team in place.
After a wave of negative press followed Royal Caribbean’s decision return to its long-visited Haitian port just days after the massive earthquake struck the island in January, the cruise company was able to turn the course of the coverage with consistent messaging.
Mutual trust and a set of firm ground rules go a long way toward keeping PR and legal counsel on point during a crisis. Having the CEO on board with messaging doesn’t hurt, either.
For Target, saying sorry for a donation to an anti-gay politician simply wasn’t enough; PG&E, however, did enough and more after its gas line explosion in the Bay Area.
Heartland Payment Systems’ willingness to be quick and transparent pays reputation dividends.
With all the talk about how companies act during a particular crisis, what happens after the fact? Companies post-crisis should review their actions and measure their impact to discover valuable lessons.
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