Estilo Communications

Crisis Communication: Minimizing the Risk of a PR Meltdown

By: Philip Jones, Public Relations Coordinator

Being prepared for an unexpected crisis can help you minimize or prevent damage to your hard earned reputation.

While you cannot always foresee what crisis you will face (and how they might affect your image,) there are many steps you can take to react as effectively as possible and contain the damage. As with most emergency situations, preparation is the key. Here are some suggestions on how to have a crisis communications plan in place:

• Designate a crisis communication manager: This person will be the point of contact with the media and keep the flow of information accurate and under control.
• Be transparent: Be forthright with the media, and provide the information that is pertinent. It’s essential to be out ahead of the story, lest it grow into something far worse than it what it began as.
• Minimize the impact: The less you are caught of guard, and the more up front you are with the media, the less likely there will be prolonged negative coverage.
• Know your contacts: Having appropriate contacts within in the media and being able to get the right information to them quickly will help you keep some handles on the story.
• Anticipate problems: The more you can predict and prepare for potential problems, the less you have to react to when the pressure is on and time is of the essence. Preparation will allow you to maintain poise and confidence in a tense situation.

The preparation and anticipation of crisis communication can help you maintain your hard fought image in the face of adversity. These suggestions will help you get started, but if you would like help developing a complete crisis communication plan, feel free to contact Marion at marion@estilopr.com or call her at 512.477.1018.