How to Handle a Crisis Communications Situation

Handling a crisis communication situation can vary, but one thing is certain—it’s bound to happen. Murphy’s Law says it best: what can go wrong, will go wrong. That’s why it’s always best to prepare for the worst and hope for the best. But by nature, a crisis is often unexpected—something you can’t fully prepare for.

From Panic to Plan

Here’s a step-by-step guide on how to approach a crisis communications situation and what actions to take:

1. Breathe

When a crisis hits, it’s overwhelming and emotional. It’s easy to spiral into worst-case scenarios, worry about client reactions, or stress over public perception. But to find a solution, you need to stay calm, level-headed, and focused. Panic only creates more barriers to resolution.

2. Figure out the Facts

The truth is your best defense. Understand exactly what happened, who’s involved, how your team is connected, and what your exposure is. If a team member is at fault, transparency is key. A complete understanding forms the foundation of your response—without it, a small misstep could escalate into something bigger.

3. Understand the Stakes

Not every crisis carries the same weight. Is a reporter from The New York Times calling, or is it an anonymous account on X with 200 followers? Knowing who’s making the claim and the size of their audience will guide your response strategy.

4. Consider Possible Tactics

You have choices—from doing nothing to holding a televised press conference. Brainstorm potential tactics with a trusted colleague or, ideally, a PR pro. Weigh the pros and cons of each option. A third-party perspective can help you think clearly and objectively.

5. Draft Your Message

Most crisis responses require some form of communication—whether it’s a social media post, a public statement, or a media interview. Draft a clear and concise talk track that outlines key messaging points. Writing it out helps distill complex ideas into simple, digestible statements that won’t confuse or inflame the situation.

6. Determine Best-Case and Worst-Case Outcomes

Be realistic about possible outcomes. Every tactic has risks. For example, releasing a public statement might make you feel proactive but could also draw more attention to the issue. By matching each option to its best- and worst-case scenario, the right path forward will become clearer.

7. Execute with Confidence

Once you’ve done your homework, it’s time to act. You’ve considered the risks, drafted your messaging, and chosen your tactics. Now execute. Second-guessing yourself mid-response can lead to missteps and further complications. Commit to your plan and see it through.

8. Move On

In today’s fast-moving world, yesterday’s news is quickly forgotten. It’s natural to dwell on a crisis, but don’t let it consume you. Learn from the experience, make any necessary changes, and move forward. Harping on mistakes only holds you back.

One Consideration: Working with Reporters

If a reporter is involved, the situation becomes more nuanced. This can either work to your advantage or against you. Reputable journalists are (likely) bound by journalistic guidelines, which means they’ll seek the truth and offer you a chance to share your side.

Here are a few tips for managing media inquiries:

• Research the reporter. Look into their past stories. Do they have a particular angle or bias? How have they covered similar situations?

• Set ground rules. Always confirm if a conversation is “off the record” before sharing sensitive information. Most credible reporters will honor this.

• Stick to the facts. Avoid oversharing. Skilled journalists may ask seemingly innocent or open-ended questions to get you talking. Keep your answers concise and fact-based.

A word of caution: Bloggers and influencers aren’t held to the same journalistic standards. If the person contacting you isn’t from a credible outlet, proceed carefully—they’re not bound by the same journalistic guidelines.

Conclusion

No one wants to deal with a crisis, but being prepared makes all the difference. Staying calm, gathering facts, and approaching the situation strategically can help you navigate even the toughest PR challenges.

And remember—if you're unsure about how to proceed, call in a PR professional. A little help upfront can save you from much bigger headaches down the road.