How To Manage a PR Crisis



PR Crisis stands for public relation Crisis. It mainly occurs in businesses , it is a threat to the organization’s goodwill, shareholders, and the general public. Public relation crisis is mainly caused by something in the product turning out bad in which organization dealing.

Crisis Management Plans

1. Gather facts:-It is very necessary for the business to identify and gather all the facts about by public relation crisis occurs.

2. Be Prepared

Each and every company should have to be prepared to face the public relation crisis in this competitive era. Because, as we know more the risk more the profit in the business so more the reputation and more chances of PR

3. Communicate quickly

Communication is the best cure of any crisis. Better communication with the public helps to reduce the threat of  PR crisis as well as brainstorming towards an individual or business.

4. Develop policies to minimize policies

Developing the policies is also a very best idea to minimize the PR crisis. By developing the policies and assembling/organizing the resources may help to reduce PR crisis.

5. Create a Crisis management team

By choosing the employees who are good to solve PR crisis as a team for solving the PR Crisis is also the best to take relief from PR crisis.

Example of Public Relation Crisis

The Pepsi is a very good example of a PR Crisis which faced public relation crisis in 1993 which was successfully managed by the company’s management.

2. Communication Channels

Communication channels means make a separate communication channels for crisis. Website is very good example of communication channels for a crisis. An organization should make a different website for the crisis. This website requires the crisis team to put all the different crisis as well as all the information needed for the website. For example any organization that makes consumer goods is likely to have a product harm crisis that will require a recall.

Intranet sites can  also be used as a communication channel while on the time of crisis. There is a difference between the use of website and intranet site on the website there is a no limit of assess but on the intranet sites there is a limit on the assess some time employees can also add the customers and stakeholders in this sites.

There are three type of communication channels

1 Formal

2 Informal

3 Unofficial


Crisis Communication Channel Preparation

1.  Be prepared to use a unique web site or part of your current web site to address crisis concerns.
2.  Be prepared to use the Intranet as one of the channels for reaching employees and any other stakeholders than may have access to your Intranet
3.  Be prepared to utilize a mass notification system for reaching employees and other key stakeholders during a crisis.


3. Spokesperson


Spokesperson means the person who is dealing with the media as well as general public when company facing a Public Relation. A spokesman training is key component of crisis team training.

Spokesperson Training


Spokesman Training  is very important to becoming a spokesperson without training a person is not a spokesman in this training a person can learn how to deal and give the answers of the audience and what type of things will do and will not do in front of audience . Some of the points that is teach in this training are mentioned in table that given below :-

Spokesman Crisis Media Training Best Practices:-

The Phrase like “no comment please” should avoid to a spokesman in front of media. It seems

Like a Spokesman want to hide something from the media.

A spokesman also should avoid the nervousness in the front of the camera.

A spokesman also need to be have good eye contact with the audience and fluent speak without any disruption.

Spokesperson must present all the reliable information clearly to the media and public.


4. Reputation Repair and Behavioural Intentions


Reputation and behaviour of an organization can be repaired by making plethora of researches on the public relations, communication and marketing. There are number of reputation repair strategies listed in the centre of the research. Bill Benoit (1995; 1997) has done the most to identify the reputation repair strategies. He analysed the strategies from many different research which is concern with the topic of reputation repair. Master list which integrated the work of the Benoit was created by the Coombs (2007a. Reputation repair strategies are vary from each other reputation repair strategies it is implement according to the situation by an organisation. the following table shows the Master list of reputation repair strategies.

Master List of Reputation Repair Strategies:

Defend the attacker: Crisis manager must face the individual or group who is claiming something wrong on the organization.
Denial: Crisis manager must say there is no any type of crisis.
Scapegoat: To protect the organization crisis manager put the blames on the individual or group outside the organization for crisis.
Provocation: Crisis is occur due to the some one’s else other actions.

Defeasibility: Crisis situation occurs due to the lack of information about the events.

Accidental: Due to the lack of control over events is the main reason of the crisis.

Good Intentions: Organization meant to do well

Justification: Crisis manager give all the information to the general public about the crisis.
Compensation: Provide the incentive and gifts to the Public.
Apology: Crisis manager also know the information about how to apology from the general public if a crisis become true.


5. Post Crisis Phase

In this phase organization again start their business as usual. In this phase the focal point of an organization’s management attention  is not a crisis but it  still requires attention on it. Follow-up communication totally depends upon the amount of the information gathered in the crisis situation and time for recovery process. If u promised to a reporter for a damage estimate than be sure to deliver when it is ready.West Pharmaceuticals provided recovery updates for over a year because that is how long it took to build a new facility to replace the one destroyed in an explosion.

The Crisis management of an organization also agrees that crisis should be a experience thing for a business. With the crisis situation an organization can learn lots of things how to face the difficult situation and it is also the learning material for employees of that organization who faced the crisis situation if they take it as in a positive manner.The crisis management effort needs to be evaluated to see what is working and what needs improvement. Coombs recommends every crisis management to take the crisis as a learning experience. The organisation can learn about the past mistakes made by the organization and new improvements to develop the morale of their employees.

Post Crisis Phase:

Send all the information to the stakeholders as soon as organization know.
Keep stakeholders up to date about any progression of recovery efforts including any corrective measures taken by the organization for the progress of investigations.
Analyse the crisis management effort for lessons and integrate those lessons in to the organization’s crisis management system.




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