News and Updates from 5WPR CEO Ronn Torossian

5 Ways to Prevent a PR Crisis

Recent news about the unfortunate handling of a public incident by Applebee’s has many companies going back over their corporate rules and policies, looking for anywhere there might be a fissure in their PR approaches.

Sure, we’d all prefer to not have to deal with such a situation. But none of us are perfect and it’s better to be safe than sorry. That being said, here are 5 key tips taken from some of the best crisis PR firms to follow in order to properly handle a PR crisis.

1 – Be Honest With Yourself. All reputable crisis PR firms will tell you that a crisis arises mainly because a company has ignored an issue. To prevent this, be willing to honestly identify your own issues. Do what you can to fix them before they get out of hand.

2 – Be Accessible. You need to be easy to reached by your customers and target audience. This means keeping a presence via Facebook, Twitter and innumerable other places. This is key to keeping tabs on the public’s opinion of your company.

3 – Prepare for the Worst. Take the time to have a frank conversation about what type of a crisis could befall your company at any given moment. Think outside of the box and make sure all bases are covered. Based on what you come up with, create approaches to stomp out that crisis and keep it stored away should that crisis ever arise.

4 – Be Fast. If you do find yourself in the midst of a crisis, there’s no sense in wasting time to see how the cards will fall. Respond right away. This is easier if you have followed Tip #4.

5 – “No Comment” Does Not Exist. Never under any circumstances should you answer any question with “no comment” no matter how bad the situation may be. It makes you look foolish and makes the public assume the worst.

Having taken all of this in, ask yourself if your company is prepared to follow all of these tips. If not, you need to take action or you may find that the next public crisis is your own.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

View more posts from this author