How to Use PR in Crisis Situations

Public relations (PR) isn’t just about getting media coverage—it’s about trust, credibility, and connection, especially in uncertain times. Whether facing economic downturns, global crises, or industry shake-ups, a strong PR strategy helps businesses stay visible, relevant, and resilient.

Why PR Matters More Than Ever

In times of crisis, public perception can shift in an instant. Companies that communicate effectively and consistently are more likely to maintain customer trust and build a stronger reputation. According to the 2023 Edelman Trust Barometer, 63% of people trust businesses more than other institutions to provide stability and guidance. This trust means companies must take a proactive approach to messaging.

Key Data Points:

• Brand Loyalty is Fragile: A McKinsey & Company study found that 39% of consumers switched brands due to price or availability issues, and nearly 70% plan to keep changing if their needs aren’t met, highlighting the need for strong, reassuring messaging.
• Fast-Paced News Cycles: With over 55% of U.S. adults getting news from social media (Pew Research), brands must be proactive, not reactive, in managing their narratives. The ability to control the conversation is essential.

Takeaway: In a world where trust is earned and lost quickly, a well-planned PR strategy ensures your brand remains relevant and authoritative.

Align Your Messaging with Your Core Values

Your brand’s core values should guide every piece of communication, from press releases to case studies to social media posts. Consistency and authenticity should be front and center in your messaging to reassure customers and employees during uncertain times.

Steps to Take:

• Audit Your Brand’s Values: Ensure your mission aligns with current customer and employee expectations. If necessary, refine your values to reflect evolving societal norms.
• Emphasize Corporate Social Responsibility (CSR): PRWeek reports that 65% of consumers prefer brands that demonstrate social responsibility. Show how your company is contributing to communities and important causes.
• Stay Adaptable: According to Porter Novelli’s Purpose Tracker, 73% of consumers expect brands to take a stance on social issues. Ensure your messaging is flexible and evolves with the concerns of your audience.

Build a Resilient Communications Strategy

A one-size-fits-all PR approach won’t work in turbulent times. Brands must tailor their communications to address key stakeholders, including customers, employees, investors, and media.

• Risk Analysis: Identify potential threats, whether supply chain issues, cybersecurity risks, or PR missteps, and plan responses to mitigate damage.
• Clear Leadership Structure: Forbes reports that companies with trained crisis leaders reduce decision-making time by up to 40%. Designate a team responsible for crafting and disseminating critical messages.
• Consistent Messaging: A study in SAGE Journals found that inconsistent messaging erodes trust by 33%. Establish a central repository of key talking points to ensure alignment across all communication channels.
• Scenario Planning: If possible, run crisis simulations regularly to test your team’s readiness and refine your strategy based on real-time feedback. If you don’t have the staff for this, consider implementing a tool, like Brandwatch, to monitor responses from your audience.

Focus on the Positive—Even in a Crisis

When times are tough, highlighting positive brand actions can reinforce trust. People want to hear about brands that offer solutions and stability.

What Works:

• Community Engagement: Nielsen found that 46% of consumers are willing to pay more for brands focused on social responsible . Publicize your community and charitable initiatives to demonstrate corporate responsibility.
• Adaptability: During the 2020 pandemic, 70% of consumers appreciated brands that adapted quickly (Business Wire). Show how your company is evolving to meet customer needs.
• Data-Backed Solutions: Use real-world data to illustrate the effectiveness of your products or services. (e.g., “Our software helped businesses cut costs by 30% last year.”)

Be Smart About Media Outreach

Journalists are bombarded with pitches—so making yours stand out is critical. Media coverage during a crisis can either bolster or damage your reputation.

Tips for Getting Coverage:

• Personalize Your Pitch: Cision’s 2023 report found that 75% of journalists reject pitches due to lack of personalization. Take the time to reference their previous work and tailor your message accordingly.
• Provide Exclusive Insights: This is a great time to engage the help of your subject matter experts. If you have original research or expert commentary, offer it as an exclusive to key journalists for better traction.
• Build Relationships Year-Round: Stay in touch with media contacts even when you’re not pitching a story. Follow them on all of their social media, and engage by sharing their work, congratulating them on awards, encouraging others to follow them, and commenting valuable insights.

Keep Your Messaging Consistent and Empathetic

A robotic or tone-deaf response can do more harm than good. Authenticity and empathy should be at the heart of every communication during a crisis.

Best Practices:

• Create Messaging Guidelines: Ensure all departments—from customer service to HR—communicate with the same tone and key points to avoid mixed signals.
• Balance Authority with Empathy: A LinkedIn study found that 79% of professionals value leaders who show genuine care. Make sure your messaging is compassionate yet professional.
• Use Plain Language: Avoid jargon. Clear and direct messaging is critical, especially in high-stress situations, like layoffs and closures, where there is a high degree of uncertainty for the future.

Empower & Encorage Your Employees to Be Brand Advocates

Your employees are most often the first point of contact with the public. Keeping them informed and engaged ensures consistent messaging and fosters trust.

Key Actions:

• Provide Regular Updates: According to a recent Gallup report, 74% of well-informed employees speak positively about their company. Keep internal communications transparent and frequent.
• Equip Employees with Messaging Tools: Provide FAQs and key talking points to help employees confidently communicate the company’s stance.
• Support Employee Well-Being: The APA found that 81% of workers prefer employers that support mental health. Investing in employee well-being contributes to a stronger, more committed workforce.

Measure Your PR Impact—and Adjust

A strong PR strategy is data-driven and should be continuously refined based on performance metrics.

What to Track:

• Media Mentions & Sentiment: You need to know what your customers (and potential customers) are saying. Are you being talked about positively or negatively? Sentiment analysis tools, like Meltwater, can provide valuable insights.
• Share of Voice: How does your media presence compare to competitors? Benchmarking against competitors helps you gauge visibility.
• Engagement Metrics: Are people clicking, sharing, and responding to your messaging? High engagement rates indicate effective messaging.
• ROI of PR Initiatives: Can you correlate PR efforts to increased brand awareness, customer retention, or sales? Tracking ROI justifies continued PR investment.

PR isn’t just about “damage control,” especially in challenging times. Your focus should be on transparency, trust, and proactive communication. To protect (and likely strengthen you brand, reinforce your core values, implement a solid crisis plan, and continue measuring your impact by setting the right KPIs.

Consumers and employees alike look to brands for leadership in uncertainty. A well-executed PR strategy can be the steadying force that helps your business weather the storm—and come out stronger on the other side.

Not sure how to start? Don’t have a PR strategy? Need a crisis communications plan? Take the first step and fillout the form below.

Note: This blog is for informational purposes only and does not constitute legal, financial, or regulatory advice.