Planning, anticipating, and post-crisis communications services

Crisis PR firm

Underline
Crisis communication is the process where PR agencies respond to events that have damaged the brand’s reputation. They prepare and mitigate for the worst. A crisis communication agency should know the harm negative PR can inflict and have a plan
What counts as a crisis icon

What counts as a crisis

A crisis can occur in many different shapes and forms. The situation falls under the bigger category of what is known as negative PR. Negative PR is anything that can harm a brand’s image and impact its relationship with the target audience in a way that makes them lose interest or become more distant from the brand and its product or service.
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The nature of a crisis

In this regard, the loss of trust in the brand and the decrease in credibility, legitimacy, and public support all constitute a crisis. Of course, the degree to which these core features are lost is important, but overall any harm to trustworthiness and legitimacy is sufficient to deem a crisis.

How does crisis communication help

Crisis communication aims to mitigate the damage to these assets or make them as least impactful as possible

Information management

Successful crisis communication strategies aim to manage any source of information or piece of news that can be detrimental to the financial gains of the brand or its reputation and image

Controlling the narrative

With the proper strategy, a brand can eliminate the harmful effects of the crisis, and present a stage where the company’s point of view is clearly voiced and publicized

Damage prevention and limitation

If a crisis is handled poorly, it can lead to significant financial and reputation losses. This undesirable event is prevented with a well-designed crisis communication plan, which considers the company’s best interests and those of the stakeholders most affected by the crisis

Phases of crisis management

There are three key stages of crisis management - we’ll take a look at these below
Before the crisis
During the crisis
After the crisis

Before the crisis

When assessing a potential crisis it is important to be able to accurately foresee the damages that might occur. In doing so, we focus on creating a crisis communication plan prior to the crisis itself so we can be fully prepared to react.

The purpose of the pre-crisis phase is to make sure that upon a crisis, we can react as soon as possible with certainty and a strict plan of operation. In this stage, we prepare a crisis communication plan, assemble a crisis management team, and establish clear communication channels. An important feature of this is to regularly update the plan, and hold periodic media training sessions as well as simulated crisis situations, all for the purpose of having the most appropriate and effective reaction when the time comes.

During the crisis

During the stage of crisis, the most important aspect is to react fast (which will be possible with the right pre-crisis preparations) and mitigate the reputation damages that occur. We make sure that we execute immediate response and contact the relevant channels, while following the laid out plan to secure no mistakes in the flow of the process.

Our main priority in the immediate response is to voice your side of the story. Presenting your perspective quickly and effectively ensures that we leave no time for the spread of rumors, which can potentially harm both the brand’s reputation and their financial position. And in doing so, we value accuracy and truthfulness in the context of the situation, thus keeping the trustworthiness of the public stable.

After the crisis

Post-crisis situations generally involve more publicity than the other stages. In this phase, we spread stories that inform the public about the problems of the situation and their successful elimination. That way, your target audience knows you have handled the situation well.

Additionally, it is important to reassess your position as a brand, meaning that other content pieces will be published, which talk about the lessons learned by the company. Whether a wrong has been made or not, and whose responsibility it had been are of no concern. The important thing is that your company had a clear plan of action, with priorities and values that were upheld, and the ability to keep in mind what is important. That is to be communicated to the public, as well as the internal staff, investors, and other stakeholders.

Our crisis communication services

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Crisis communications plan

We offer the full creation of a crisis communication plan that will be prepared to tackle any crisis that may occur. This service includes identifying and planning for crises before they have struck in order to be prepared in advance, being able to pinpoint what a crisis is, take immediate action, etc.

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We are aware that when a crisis strikes, it spreads much quicker than other news, with speeds that can harm a brand’s image in no time. Which is why we are ready to immediately respond in a manner that denies the crisis time to spread. We do that by creating content, securing talking points, organizing Q&A sessions, and releasing them immediately in order to present your point of view and reassure the public of your core values and benefits you bring to the general public and your industry.

Crisis training

Our experience with various companies across different industries have molded us to master crisis management and communication.

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If you are a business that is beginning to cement its name on the map and establish itself as a pioneer in their industry, the best mindset is to expect the unexpected.

Which is why we offer you crisis management training. Our program will teach you how to be firm in your leadership in times of crisis, and how to initiate the best response for your brand. You will gain increased comprehension and awareness of the situation, which will allow you to respond to a situation in three stages - before, during and after the crisis has reached the public.

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Media training

An essential part of managing times of crisis is the communication with media outlets and journalists. They are the main sources that can spread your information, and make sure it is put in the right place for the right eyes to see.

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We teach you how to communicate with the media, what the media likes and dislikes, what it considers worth publishing, and how to create your story in a way that will satisfy journalists.

We will prepare you for any potential interviews, and teach you how to communicate your message in a clear, comprehensive, and engaging way. Additionally, as a representative of your brand, your appearances will be of importance, which we will also touch upon, making sure that the brand gets its message across in the most appropriate way for your company’s image.

Content creation

We excel at creating content. Our team of expert content creators will research, plan, and craft (both draft and final version) your story, taking into consideration your key messages, point of view, and main goals and interests in mind.

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From statements that address the crisis, to plans, social media posts, website content, articles, Q&A responses, standpoint messages, and more, our content experts will build your story specifically for your personalized needs and ethics. That way we ensure that you have your voice, and your side of the story is not left unsaid. And we will do it in the most impactful ways possible.

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Media management

Our complex and vast network of media connections allow us to filter out and select the most appropriate media outlets and journalists for your industry and your brand.

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The years of communications we have behind our backs have established trust and loyalty between us and external media outlets.

Which is why we can safely say that your story, your values, your content will without a doubt be published where it counts the most - where the most people from your target audience will see, and the most people will be engaged with your story, ultimately succeeding in mitigating the damages from any crisis.

Why choose us as your crisis communications agency

We specialize in crisis communications for tech companies
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Our experience with an abundance of clients in various different industries has made us develop into an agency that can assess risk with great accuracy
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Most of all, we are able to create and execute a plan that is tailored to your specific needs, taking into account your priorities, values, and preferences
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With PRLab, the crisis management aspect of your communications plan will have the most value, target the most appropriate parts of your reputation, address disputes of grave importance, and mitigate the damages to the utmost extent

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FAQs

Some answers for the most common crisis communication questions

What is crisis management in public relations?

PR in crisis management focuses on two areas. The first involves implementing management strategies within your business. The purpose of PR in this aspect is to prepare you for the media when something goes wrong. For example, a product return or a scandal within your organization can quickly catch the attention of the media and you must be able to respond well and fast.

PR in crisis management also dictates how you communicate with your consumers and clients when an unexpected scenario arises. These are situations that occur on a larger scale and have a widespread effect on your industry. Although these situations may not require the protection of your individual reputation quite as much, people may experience greater uncertainty and less trust, so adjusting your communication to empathize with your audience is essential.

Why is PR important during a crisis?

Public relations and crisis management are very closely related. This is because PR will outline effective communication between you and the public. During a time of crisis, communication is key in reducing the uncertainty that may be surrounding your reputation and therefore impacting your revenue, customer acquisition and customer loyalty.

A PR crisis management plan is necessary in order to effectively communicate and maintain a level of trust between you and your audience. As an experienced PR crisis communications agency, PRLab offers a range of services that can be used to prepare for and actively deal with any unexpected situation. We can help you plan an effective content marketing and social media strategy, through which you can implement your prepared response.

We can also provide the media training necessary to teach your team the skills required to respond internally, keeping everyone calm and informed, and externally, ensuring that your team responds to the media in a manner that will reduce the effects of a public relations crisis* and communicate your brand’s value.

What is the role of PR in crisis management?

PR specialists have many responsibilities when it comes to running a crisis communication firm. First is to conduct a full assessment of the situation before using our expertise to offer advice and guidance on your PR crisis management plan. This is best done following the steps necessary to gain an understanding of the company’s background and the context of the situation.

Public relations in crisis management will also help manage the press and media attention during these tricky situations. As a PR crisis communication agency, PRLab will help you to craft statements and train you and your team so they can interact with the media and give good interviews that will help with the reputation of your company and ensure the continued loyalty of your customers and investors.

It is also the role of PR to provide ongoing support after the situation has blown over. Part of this means analyzing the effectiveness of your PR crisis strategy, looking at what worked and what could be improved upon in the future. PR can also help to direct attention away from the PR crisis by creating a marketing strategy that focuses on the other positive achievements of your brand.

What do you do in a PR crisis?

The first thing you should do is execute a ready-made crisis management plan immediately, promptly addressing both your team and the public. Being open and honest is the best policy, as it demonstrates good values that will be associated with your brand. Mistakes do happen, and it is better to admit and work on improvement than deny the existence of a situation. The situations in which you can deny a crisis* is when you are certain the accusations are false.

Another strategy you can implement to manage a PR crisis is the diminishment strategy. In this case, instead of denying all faults, you can try to minimize the degree of responsibility on the organization. This only works when it is plausible to deny some of the responsibility. In situations where you cannot deny or diminish the events in question, there is the rebuilding strategy, in which you can make efforts to mend an organization’s reputation, usually in the form of an apology or compensation.

These strategies can be supplemented by bolstering your positive image, presenting your audience with new positive information about your organization or reminding them of your previous achievements.

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