Have a public statement ready in the event of a crisis and address any false claims in the media.
Conducting a crisis audit can help PR pros prevent a crisis thereby protecting a brand’s reputation. Preform confidential interviews with personnel from various departments, asking them questions about the company's negative trends to identify potential threats.
In addition, PR pros must explicitly define hazards that can negatively impact a company during a crisis, like delayed communication channels. To understand possible crisis scenarios, assess the nature of the business and its operational style and create a plan of action.
For example, using a conscious marketing tactic with sincerity and authenticity is recommended rather than marketing products under false pretences. Developing a forecast report for all vulnerabilities and sending it to the senior management can help brands resolve possible crises.
[5 minute read]