Planning Ahead For A Crisis

What is a Crisis? Crisis

Planning ahead for a crisis is a major step in
adequately preparing to handle a crisis
A crisis can be any situation that arises that
could possibly leave a company with a negative
Management in
situation. The CEO or someone with a high
authority or leadership role in the company
impact or image, and most brands will face a PR
crisis at some point. Crisis situations typically
should be on the crisis management team.
Having a pre-prepared “crisis playbook” can occur when something negative about a
help to Adequately prepare PR professionals company gains publicity in the media. These
for a crisis situation. This playbook can help crisis situations can be detrimental to a brands
businesses assure that they have considered image, When brands are involved in a crisis they
all of the possible situations that could arise, risk losing credibility as a brand and often may
leaving them adequately prepared to handle also face legal repercussions. The three main
and diffuse these situations if they should threats are financial loss, a negative impact on
happen in the future. Assigning the right the business's reputation and potentially being
people to the right roles on the crisis considered a threat to public safety. Loss of good
management team is very important to make reputation and financial loss go hand in hand, as
sure things go smoothly when an actual crisis financial loss is a direct cause of reputation loss.
occurs. The playbook should also contain
some pre-drafted crisis messages so that the
team will have a template to follow when an
actual crisis occurs, allowing them to release
a statement more quickly since they are
prepared.

Crisis Prevention
Prevention is actively seeking to reduce any
known risks that could lead to or cause a https://media.glamour.com/photos/
crisis. Not only does this involve coming up
with the crisis management playbook, but
also testing the plan.
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For more information, contact:
https://journals.sagepub.com/doi/
10.1177/001088049403500219
https://managementhelp.org/crisismanagement/index.htm
https://instituteforpr.org/crisis-management-and-
communications/
#:~:text=Ultimately%2C%20crisis%20management%20is%20d
esigned,an%20organization%20and%20its%20stakeholders.
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222445984?accountid=8337
https://www.emerald.com/insight/content/doi/
10.1108/09653560911003714/full/html
https://instituteforpr.org/crisis-management-and-
communications/
#:~:text=Ultimately%2C%20crisis%20management%20is%20d
esigned,an%20organization%20and%20its%20stakeholders.
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legal-risks-crisis/docview/222445984/se-2?accountid=8337
https://www.americanbar.org/groups/litigation/committees/
products-liability/articles/2020/summer2020-crisis-
management-101-key-insights-from-the-world-of-public-
relations/
https://hbr.org/2017/11/leading-not-managing-in-crisis
https://doi.org/10.1108/09653560911003714
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Responding to a Crisis
Timing is Important
When a crisis presents itself to a company, it is
important for the company to address the crisis as
soon as possible to prevent misinformation from
spreading. For this reason, many PR professionals
recommend preparing ahead of time. Often,
companies will come up with a crisis
management plan ahead of time so that they will
be prepared when a crisis may occur.
What is A Crisis Management Plan?
A crisis management plan is the best tool for
handling a crisis situation. It is formed before the
crisis ever occurs and contains a list of reminders
on how to behave as a company should a crisis
occur, forms to document response to the crisis,
and a list of contact information of those who are
assigned to handle the crisis, should it occur. The
company may also put up a separate website to
address the crisis on.
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What To Avoid
“Burying your head in the sand” is the wrong way to go
about a crisis situation. By ignoring the problem at hand
not only does the company look careless, but this opens
up a door for many other issues to arise as well, resulting
in very negative consequences for the company. this gives
the public more time to speculate and form
misinformation that could have been prevented had the
company responded in a timely manner. Organizations
should also be cautious about becoming paranoid in times
of crisis. If the organization begins to panic, the public
will see this and it can make things much worse.
According to the Institute For PR, making sure your
information is clear and easy to understand is very
important as well. Crisis management teams should avoid
using big words and instead use easily comprehensible
terms in order to make sure the message is clearly
interpreted by all of the people viewing it. The most
important thing to remember as an organization in times
of crisis is to take accountability for things that may have
been the organization’s fault.