When a company is in a crisis and you are the PR representative there are numerous ways in which to respond. Often Public Relations professionals do not respond in the proper way and thus end up making the situation worse or are let go because they were not capable of doing their job. When a crisis arises The first step is to remain calm.

  • Remaining calm in a crisis allows you to gain perspective and to avoid making rash decisions.

In class we discussed how not responding in any way usually will only make the crisis worse in the long run.

  • Don’t be afraid to take on a challenge. When a Public Relations professional is not willing to step up and head out first into battle, they are cowering and as a result will on frustrate the client and prove that when push comes to shove they do not have the courage to stand up and fight.

Sometimes bad news is better than no news.

  • Sometimes what we think is failure or the death of our company, can actually be a great blessing. Often a company needs coverage and sometimes that coverage comes at the worst moment possible. Instead of running and hiding from the situation, a Public Relations professional has the opportunity to turn the company around and as a result not only will the public witness the devastation and the “fall,” but the rise and “come-back.” This will show people that when something hard arises your company can be counted on to stick with it no matter what.

These are just a few ideas that can put into action during a crisis. The biggest and most important action to implement during crisis is communication. With communication comes truth and honesty which can help a company avoid a lot of false allegations and hardships in the short term and in the long term.


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