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Putting together a PR crisis plan

A PR crisis can happen to any business, new or experienced, from a product recall to a staff injury becoming public news. So it’s best to have a plan of action to ensure you’re prepared.

We’ve already explained what to do in the event of a PR crisis. In this guide, we show what you should do when putting a PR crisis plan together.

Putting together a PR crisis plan

Identify your PR crisis team

When forming your PR crisis plan, the first thing you should do is identify a PR crisis team. This team should take responsibility for making decisions quickly and effectively should a crisis happen. They should also help spearhead communication to get quick messages out to audiences, such as your customers and the media.   

When putting your crisis team together, it’s a good idea to consider employees in all roles.  This could include a head of department that might be impacted by a crisis, such as in sales or manufacturing, and staff with experience in PR crisis management.

Depending on the size of your company and how many staff you have available, typical roles in the team should include:

  • Head of communications
  • Press release and speech writer
  • Spokesperson – to speak to the media or be quoted in press releases
  • Liaison for audiences, such as for customers to contact and to answer their calls
  • Media coverage collector – to gather all coverage of the crisis, such as in newspapers, on television, and online

Each team member should understand their role and make sure they stick to it during a crisis. But it’s important to mention that some roles can be carried out by the same employee. It’s wise to also consider some form of legal support. You should list each person’s role and what it will involve in your plan, along with their contact details.

Identify possible crisis scenarios

Experiencing a PR crisis can be daunting and overwhelming, so it’s wise to plan ahead with your team and list the different types that might happen. Depending on your business, this could include:

  • An injury to your staff, clients or the public as a result of your business   
  • A quality issue or defect with one of your products
  • A natural disaster that affects or damages your business, like a storm or flood
  • Legal action that is taken against your company by an employee, a client or customer  

List audiences to notify and questions they might ask

There are different types of audiences that you should be prepared to inform and update  during a PR crisis. So it’s important to identify them and include any contact details that you have.

Audiences can differ depending on your business and the PR crisis itself, but can include:

  • Employees
  • Customers
  • Local or national media – see below
  • People who live close to your business  
  • Government departments and regulators
  • Shareholders or partners

It’s a good idea to put together a list of common questions that each audience group might ask following news of the crisis. For instance, questions from your employees might be about whether or not it’s safe to come into work, while a question from the media might be about what caused an incident and how you’ll prevent it from happening again.

Doing this can help you draft template answers, so you’re prepared should such questions be asked.

Decide how you will communicate with the media

There are different decisions you should make to ensure you communicate with the media quickly and effectively.

For instance, you should decide whether or not you will notify them with a press release only, or if it will be better to update them with emailed statements or by holding a press conference. You should also decide how your spokesperson will be referred to in any press content you release.

You should identify an approvals process, and who will be involved, to make sure all content is factually correct before it’s sent out. It’s also important to consider how you’ll handle media requests to speak to someone other than your spokesperson, how you will respond to reporters if they come to your business and if you’ll grant them access.

Identify your PR crisis command centre

It’s wise to also identify a PR crisis command centre. This is a location where your team can gather and work during a crisis, allowing your business operation to continue if possible.

The location could be a space on your premises or a suitable location off site, such as a room in a conference centre. It should be available at short notice and have telephone and internet access. It should also be stocked with materials you’ll probably need, such as paper, pens, clipboards and a white board.

Your team can make and take calls from here to update your key audiences, such as responding to media requests and updating customers. You can also use this space if you decide to host a press conference.

Distribute your plan, test and prepare

Once you’ve included all key information in your plan you should make copies and distribute it to each member of your PR crisis team. You should make sure they understand it and are fully prepped so they can react and respond to a crisis quickly. This includes making sure your spokesperson is sufficiently trained to speak to the media.

It’s also worth testing out your plan to see if any areas can be improved and amending it to suit your business’s development. The more prepared you and your team are, the better your company’s response will be if a crisis happens.

How we can help you with PR crisis communication and management

Dealing with a major public relations crisis can be challenging and feel overwhelming. But with the right expertise and support you can minimise any damage to your business, your company finances and your reputation.

With our expert services in PR crisis management, we can give you the support you need to handle a crisis and get your business back up and running effectively. The membership service includes:

  • Advice on protocols following a PR crisis
  • Help with your communications, including how to prepare, draft and issue a press release
  • Advice on how to mitigate negative publicity

If you’d like to find out more about this service and how it can help you, please visit our FSB PR/Crisis Management web page. The FSB PR/Crisis Management advice service is included as standard with our Business Essentials membership. Please take a look at our product comparison page to find out about other benefits of our membership packages.

FSB PR/Crisis Management Helpline from FSB

FSB PR / Crisis Management advice service is here to make your life easier with important information and guidance for a public relations expert to assist you in handling a crisis through RMS PR, a specialist PR agency.

Find out more