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PR teams must also prepare a crisis plan beforehand.

This article highlights mistakes PR professionals make during crises that aggravate the issue. The author recommends taking precautionary steps to mitigate the impact of a probable crisis. One of them is having a crisis plan ready, with pre-approved talking points.

Under-communicating leaves the company exposed to the audience’s assumptions. PR teams must proactively share information for the audience to know that the company is taking responsibility to manage the situation.

Keeping in mind factors like function and temperament are two ways to set up a crisis team. While the former includes people with specific skillsets, people with the right temperament will be better equipped to handle a crisis situation. The article recommends building relationships with reporters ahead of time to be able to tap them during crisis management.

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[3 minute read]

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