If the idea of a PR agency conjures up images of Jennifer Saunders in Absolutely Fabulous, you may not be aware that public relations is also vital for companies who are facing a crisis. When a crisis happens within a business or brand, whether it’s a product recall or something happening to a member of staff, the way it plays out in the media can make the difference between success and failure.
Press and PR
Most people can recall a crisis which played out in public, such as safety issues with Boeing’s 737 Max planes or Bud Light getting caught up in culture wars when it sent beer to the trans social media star, Dylan Mulvaney. Stories like this feature heavily in both legacy media and social media and need the expertise of a PR company to ensure a firm’s reputation isn’t irretrievably damaged. A fire which broke out at London Luton Airport back on 2023 was so well handled that it won a corporate affairs award. The crisis management team’s handling of the fire meant that the brand’s image was unaffected, despite thousands of pieces of media coverage.
How can good PR help in a crisis?
The main ways a PR firm will help a business are:
- Responding to the media – creating official statements which set out what the company is doing to respond to the crisis. It’s important that the issue is not brushed under the carpet, but is addressed head-on in clear and speedy communication.
- Social media tips – Posts put out on social feeds are just as important and need to be tied into the official statement. A PR agency will know how to make it easy for social media users to find out the right information. If you are looking for a Cheltenham PR agency, several companies such as //headonpr.co.uk can offer advice.
- Media training – Senior management may be great at running the business, but may not be media-savvy, which means they may need training in order to be able to answer questions in the right way.