Crisis PR is one of those areas of business that you absolutely have to get right the first time around. That’s because crisis PR is a response to a problem — and in many cases, a severe problem. So if you approach it with the wrong strategy, not only will you immediately make things worse, but you’ll also harden the position of your detractors and may even attract unnecessary media attention.
This can quickly spiral out of control and destroy your company. But if you approach it with the right strategy, you can calmly and unemotionally respond in a way that doesn’t add fuel to the fire, and may even help your company in the long run.