It is difficult to know how to manage a PR crisis. But once a scandal breaks, it has a life of its own. All you can do is help guide it as it grows, or withers and dies. But to do that effectively, you must stay ahead of the story. Even five minutes more buys you time to think of a response or draft action points before that first journalist phone call or emergency meeting. So getting real-time updates and coverage in a crisis is priceless.
Mitigating the impact of a crisis on your company’s reputation is probably the hardest – but most important – activity any comms team can do.