Public Relations

What Is Crisis PR?

Reading Time: 2 minutes

Join CVM’s Tori Schubert as she takes us through a crash course in crisis communications and breaks down the essentials every business leader needs to know about maintaining a positive reputation in the market. From defining what Crisis PR truly means to sharing battle-tested strategies and real-life examples, this video is your quick guide to staying one step ahead of any potential crisis.

Visit our Crisis PR Agency page to learn more about how Channel V Media helps companies correct and counteract negative narratives in the market.

What Is Crisis PR?

Crisis PR refers to the work a communications team does to manage and shape the public perception and reputation of a company either before a crisis, when they’re in the midst of a crisis or after a crisis. When there is negative sentiment around a company, we want to to rebuild trust and make sure that the public knows that the issue will not be a recurring problem.

What Is Negative Press?

Negative press could be anything from a faulty product, a lawsuit coming to light, or a comment made by an executive. It could also be aggressive competitor tactics. It can appear in an article in the media or it can orginate on social media.

How Quickly Can Negative Press Spread?

Negative Press can spread really quickly, especially if it originates on social media. If the negative sentiment gets a lot of attention on social media, publications will typically pick up on it. If it begins as an article, that also can spiral pretty quickly depending on the nature of the article. When this happens, it’s important for companies to mitigate the attention and make sure that it doesn’t go too far out of control. This is where crisis communication and crisis PR comes in.

When Should Companies Prepare a PR Crisis Plan?

It’s important to have a crisis plan in place before a crisis occurs. Once it happens, you need to move as quickly as possible, but your messaging and course of action should be already planned out. You want the message to convey what your company wants to say to the public, which is why it’s so important to develop key messages beforehand. It’s also important to identify where your vulnerabilities are. This will help you predetermine and plan how to respond to existing negative sentiment or potential weak spots.

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