Communication Tools

Public relations crisis communications are as varied as the stakes themselves. It may mean a reputation is on the line. It may mean there’s a lawsuit that has to be won, and public perception is a key factor in the outcome. Stock values may be at risk.

The art of public relations crisis communication (Crisis PR) demands that you know who your audiences are and how they can be most effectively reached. Is there a Congressman whose support is crucial during a crisis? If so, the local newspaper in his or her district, in Iowa or Kentucky or Arizona, may be more important than the Washington Post or New York Times. PR crisis communication at its best demands veteran practitioners with the instincts and the training to finesse such myriad media venues.

Public relations crisis communication reaches beyond press contacts as well. Are there independent outside parties who can credibly advance your cause? What is the role of online forums? Are there “events” that can be staged – public demonstrations, perhaps, or town meetings that will rally support for your cause or demonstrate momentum in your favor? Public relations crisis communication begins with personal relationships – with reporters, editors, broadcasters – but it is leveraged through technology planning and grassroots campaigning.

More resources about crisis PR and communications strategies: