How do I create a PR crisis plan?

In today’s precarious business environment, where a single faux pas can be broadcasted virally in mere moments, a Public Relations (PR) crisis plan is not just beneficial—it’s critical. Crises can emerge in any brand, regardless of stature or sector, arising from a variety of sources such as customer grievances, legal disputes, or unintentional social media slip-ups. In the absence of a prepared response, the resultant damage can spiral, leading to a deterioration in consumer confidence, a blemished reputation, and substantial financial losses.

The lack of a proactive crisis plan leaves businesses exposed and often floundering for a response when a crisis hits. Ad hoc and poorly conceived reactions can intensify the situation, compounding the challenges rather than resolving them. This section will highlight the vital importance of a PR crisis plan as a key element of strategic brand management. It will succinctly preview the severe consequences businesses may face if caught unprepared during a PR debacle and pave the way for the detailed exploration on formulating an efficacious crisis management strategy that follows.

By planning ahead, organisations can avoid being at the whim of unpredictable public discourse. With a sense of preparedness and command, they can deftly steer through potential upheavals.

Understanding a PR Crisis

A PR crisis can be best understood as an event or series of events that precipitate significant negative attention towards a brand, resulting in potential harm to its reputation and business prospects. These crises can vary in nature and origin—some sprout from unforeseen events while others stem from ingrained business practices that come to light in an unfavourable manner.

Defining a Crisis
The defining characteristic of a PR crisis is the element of surprise coupled with the potential for negative impact. It’s not every negative review or customer complaint that spirals into a crisis, but the kind that resonates on a larger scale, often due to underlying public sentiment or heightened media scrutiny.

Types of Crises
Crises can be categorised in numerous ways, but at their core, they often relate to one of several archetypes:

  • Operational Crises: Issues that affect the day-to-day operations of a company, such as service outages or product recalls.
  • Financial Crises: Events that impact a company’s financial stability, like fraud allegations or significant stock drops.
  • Organisational Crises: Internal issues that become public, including executive misconduct or employee disputes.
  • Technological Crises: Failures or breaches in the technology that a brand relies upon, which can lead to a loss of customer data or service capabilities.
  • Natural Crises: External events such as natural disasters which, while not caused by the brand, require a well-managed response to protect the brand’s interests and public image.

Understanding these different types of crises and the specific risks they pose to your business is essential in preparing an effective PR crisis plan. This knowledge underpins the proactive measures that a brand can take to mitigate risks before they materialise into a crisis.

Risk Assessment and Crisis Identification

Before a crisis hits, it’s imperative for brands to conduct a detailed risk assessment. This process uncovers potential threats and provides a framework for crisis identification and preparation. Here’s how businesses can navigate these crucial steps:

Conducting a Thorough Risk Assessment
A risk assessment begins with a comprehensive audit of all areas where the brand is exposed to potential crises. This includes operational processes, employee conduct, financial operations, public perception, and more. The aim is to list all conceivable risks, however unlikely they may seem.

  • Identify vulnerabilities: Every brand has its weak spots, whether in supply chain, IT security, or public engagement. Recognise these areas and assess the level of risk they pose.
  • Analyse historical data: Look at past incidents both within and outside the company for patterns that may predict future risks.
  • Consult broadly: Engage with stakeholders across the organisation for diverse perspectives on where risks may lie.

Establishing a Crisis Identification Process
With potential risks laid out, brands must then develop a process to identify when an emerging issue turns into a crisis.

  • Set up monitoring tools: Utilise media monitoring tools to keep tabs on brand mentions, industry news, and relevant social media conversations.
  • Create alert systems: Establish thresholds for when an issue should escalate to a crisis level, necessitating activation of the crisis plan.
  • Train staff to spot signs: Ensure that employees at all levels know how to recognise and report potential crises.

Prioritising Risks
Not all risks warrant the same level of attention. Prioritising them based on their potential impact on the brand and the likelihood of occurrence ensures that resources are allocated effectively.

  • High probability and high impact: These risks require immediate attention and detailed plans.
  • Low probability but high impact: These should be planned for due to their potential to cause significant damage.
  • High probability but low impact: These are to be monitored and managed with pre-prepared responses.

Through rigorous risk assessment and a clear crisis identification process, brands can be better prepared for a swift and effective response to PR crises. These proactive steps form the bedrock of a solid PR crisis plan, ensuring a brand is never caught off guard.

The Crisis Communication Team

A dedicated crisis communication team is the nucleus of any effective PR crisis plan. This team is responsible for actioning the plan during a crisis and should be composed of individuals with the right mix of skills and authority to make crucial decisions swiftly. Here’s how to assemble this team and delineate its roles and responsibilities:

What Does A Typical Team Look Like?
The size and composition of the team will vary depending on the organisation’s size, but it typically includes:

  • Senior Management: To provide decision-making authority and strategic direction.
  • PR Professionals: To manage communications and media relations.
  • Legal Advisors: To counsel on legal considerations and compliance issues.
  • Human Resources: To advise on internal communications and employee-related matters.
  • Operations Personnel: To address technical and operational issues that may arise.

Defining Roles and Responsibilities
Each member of the crisis communication team should have a clear understanding of their role, including primary and secondary responsibilities, to avoid overlap or confusion during a crisis.

  • Designate a spokesperson: Identify individuals authorised to speak on behalf of the company to ensure a unified and consistent message.
  • Define the information chain: Establish who will gather, verify, and disseminate information both internally and externally.
  • Communications liaison: Appoint someone to coordinate with external stakeholders, like media, partners, and other third parties.

Training and Preparation
Regular training is essential to keep the team prepared and ensure everyone is familiar with the crisis management plan.

  • Conduct regular training sessions: These should cover crisis response protocols, media handling, and role-playing exercises.
  • Develop a response manual: A handbook detailing each team member’s actions during different types of crises can provide quick reference and guidance.
  • Rehearse with simulations: Mock crises can test the team’s readiness and the effectiveness of the crisis plan, allowing the team to refine their approach.

By carefully assembling a crisis communication team and ensuring they are well-prepared, an organisation can respond to crises with the necessary speed and coordination. This preparation helps maintain public confidence and protect the brand’s reputation when it matters most.

Crisis Communication Plan Development

Developing a crisis communication plan is a meticulous process that lays out the blueprint for responding to various potential crises. It encompasses the preparation of messaging, determination of communication channels, and the protocols for information dissemination. Here’s how to build a comprehensive plan:

Key Elements of a Crisis Communication Plan
A robust plan should detail the following:

  • Crisis Definition: Clarify what qualifies as a crisis, triggering the execution of the plan.
  • Team Roles and Contact Information: Document up-to-date contact details for all team members.
  • Stakeholder Mapping: Identify and list all potential stakeholders, including employees, media, customers, suppliers, and investors.
  • Communication Protocols: Outline the methods for internal and external communication, including templates for press releases and social media posts.
  • Holding Statements: Prepare initial response statements for various scenarios to buy time for gathering full facts.

Crafting the Plan
Tailor your crisis communication plan with the following steps:

  • Customisation to Various Crises: Develop specific protocols for different types of crises identified in the risk assessment phase.
  • Clear Messaging: Ensure all communication is clear, concise, and reflects the brand’s values and commitment to resolving the crisis.
  • Legal Compliance: Make certain that all public statements have been vetted for legal implications to avoid additional liability.

Templates and Tools
Templates for press releases, social media updates, and FAQs can be developed in advance. These templates serve as a starting point for customised crisis responses, ensuring consistency and efficiency.

Preparation of Holding Statements
Immediate, pre-prepared responses, known as holding statements, are essential to control the narrative from the outset. These should be crafted to address the media and public with assurances that the situation is being addressed without speculation or incomplete information.

By developing a comprehensive crisis communication plan, an organisation ensures that it has the necessary tools and procedures to manage a PR crisis effectively. It’s an investment in the brand’s resilience and a cornerstone of sound PR practice.


A PR crisis plan is an essential safeguard for any brand that values its longevity and reputation. The creation of such a plan requires diligence, foresight, and a commitment to ongoing engagement with potential risks and their mitigation. From understanding what a PR crisis is to the assembly and training of a crisis communication team, each step is crucial in fortifying a brand against the unpredictable.

The development of a plan with clear protocols, stakeholder maps, and pre-prepared statements sets the stage for effective crisis management. But the real test lies in the execution of this plan—how a brand responds in a moment of crisis can define its public perception for years to come. Therefore, regular review, rehearsal, and refinement of the crisis management plan are not just beneficial but imperative to ensuring the plan evolves with the brand and its environment.

Remember that the goal of a PR crisis plan is not merely to react to adverse events but to emerge from them stronger and more connected to the audience. It’s about turning challenges into opportunities for reaffirming the brand’s values and commitment to its stakeholders. With a robust crisis plan in place, a brand can navigate through storms and emerge not just unscathed but with renewed vigour and clarity of purpose.

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Creative Master
Creative Master