What to do in a PR crisis


As we have talked about in previous blogs, marketing and PR should work under the same guidelines with constant communication between both areas. Public Relations firms in Orange County, such as Twelve12, are in high demand for PR crisis handling, and we get some customers that are lost with bad reviews or comments.

There is a misunderstanding of what constitutes a PR crisis or if a response is even needed in some cases.

Your goal as a company is to get something from your target market. it doesn’t matter even if you are a nonprofit organization; in the end, everyone seeks to gain something. Of course, most of the time, companies are looking to make profits, as well as for recognition, to expand, diversify or gain a market share. Whatever your goal is, the important part is that to gain something, so you must put yourself out there and, with that, there are some risks involved.

It is important to understand that not everything negative, such as a bad review, constitutes a PR crisis. Some companies know how to use this free advertising and make it work for them. The main goal is to be aware of what is happening outside your business and to not only react, but stay one step ahead of any PR contingency. In order to do this, you need to know and understand your weaknesses and also your strengths and prepare accordingly. You may want to regularly review your SWOT analysis and have some plans just in case you need it.

  • If the problem is an isolated customer, the chances of that turning into a PR crisis are very slim, however, never dismiss an angry customer. Talk to this person and find the best way to restore their confidence in your business.


  • If the issue has the potential of becoming a public scandal, I strongly suggest you find a PR crisis specialist and don’t try to handle it on your own.
  • If you find yourself in the middle of a PR crisis, the best way to handle it is to keep anything that might hurt your company further to yourself and act as quickly as you can with the help of a professional crisis manager.

Keep in mind that ignoring a problem can become a crisis very quickly. With social media, globalization, and connectivity at the fingertips of every person 24/7, this could escalate and harm a business in a matter of days, if not hours.

At Twelve12, we are ready to answer all of your questions about PR crisis management. Give us a call today and find out all the options that Public Relations firms Orange County have to offer.

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