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Crisis Management

YOUR STORY – TOLD YOUR WAY

By its very nature, crisis management presents an immediate threat to a reputation built up over time, and close and trusted connections to key media are essential for an impactful response, which must be rapid in order to be effective.

GAC has these established media connections, as well as the experience, to give our crisis management clients the benefit of a quick and effective response. Some of our firm’s top executives spent decades of their own careers working as reporters and understand the reporter mindset from within the industry. This gives our clients professional insight they can only gain from direct experience.

What is Crisis Management PR?

In public relations, crisis management is preventing or minimizing damage to a company’s or an individual’s reputation by either stopping a negative story from getting out, or, if that is not possible, making sure your side of the story lessens the negative impact.

GAC has the combination of skills, experience and connections to ensure that our crisis management clients’ voices are heard above all others in what is often a fast-moving and chaotic situation.

Telling your side of the story

In the rush of the 24-hour news cycle, it is of utmost importance that a negative story is immediately and properly addressed. As George Arzt says, “you have to tell your story first, best and loudest.” When first is no longer possible, best, loudest, and quick response becomes even more important.

At GAC, we know how to shape and distribute an effective message that would cut through the noise. Our network of hundreds of reporters and editors enable an immediate response to a story.

Nuance in headline culture

Many crisis management situations involve ethical and/or regulatory issues where a client’s public relations concerns must be considered in coordination with, or subservient to, the client’s legal interests.

Our firm’s experience, and our close connections to media across the spectrum, allow us to press reporters to cut through the fog of immediacy to assess the actual facts. Serving as a buffer between our clients and the media, GAC gives clients the essential benefit of time to consider the nuances and formulate responses.

FAQ

What is a public relations crisis?

A public relations crisis occurs when an organization faces a situation that poses a threat to its reputation, public perception or overall business operations.

Some situations that may require crisis PR may include product recalls, data breaches, legal issues, ethical concerns, executive misconduct, natural disasters, or any event that has the potential to significantly impact an organization’s reputation.

It’s important to note that the threshold for what constitutes a crisis can vary depending on the nature of the organization, industry norms, and public expectations. Having a well-defined crisis management plan in place enables organizations to respond effectively when crises arise, and seeking professional guidance from a crisis PR expert can be beneficial in navigating challenging situations.

How do I know I have a public relations crisis?

It’s important to recognize the need for crisis PR early on to effectively manage and mitigate the impact of the crisis.

A public relations crisis can manifest in various ways including:

negative media coverage
a sudden surge in negative social media comments, mentions or
hashtags
a public outcry in the form of protests or demonstrations against
you or your organization
legal challenges such as lawsuits or regulatory investigations
a breakdown in relationships with key stakeholders, such as customers, employees, investors or community members
significant financial impact, such as a drop in stock prices, loss of major contracts or a decline in revenue
significant internal issues, regulatory scrutiny, customer complaints or product issues
data breaches or cybersecurity incidents

What is Crisis PR?

Crisis Public Relations (PR) is the strategic communication efforts undertaken by an organization to manage and lessen the severity of a crisis impacting its reputation, public perception, or operations. Crisis PR involves timely and effective communication with key stakeholders, including the media, employees, customers, investors, and the public, to address the challenges and restore confidence.

It’s essential to have a robust monitoring system in place to track media coverage, social media mentions, and other relevant indicators.

Regularly assessing the sentiment and public perception of your organization can help you identify potential crises early on, allowing you to implement a timely and effective crisis communication strategy.

What are some key elements of crisis PR?

Successful crisis PR involves a combination of strategic planning, effective communication, and a commitment to transparency and accountability. Organizations that navigate crises with professionalism and integrity are better positioned to recover and rebuild public trust.

The key elements of a crisis PR campaign include a rapid response, transparency, engaging with the right media sources, communicating with stakeholders and monitoring publicity.

Once the immediate crisis is under control, taking steps to repair reputation and restore trust and credibility can go a long way to mitigate any damage that may have been done by the crisis.

What is the goal of Crisis PR?

The goal of Crisis Public Relations (PR) is to effectively lessen the severity of a crisis and minimize both immediate and long-term damage to an organization’s reputation, public perception, and overall well-being.

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