One of the most challenging parts of crisis communication is reacting. It needs to have the right message and happen in a timely quick matter. Problems do not go away on their own, you can’t outwork them. In PR Book “For Immediate Release” by Ronn Torossian there are many examples of handling crisis PR situations – from the Tiger Woods scandal to Carnival Cruise Line malfunction.
Be prepared for a crisis by thinking about all the possibilities before they happen. Have a crisis plan in place and realize the crisis doesn’t care if it’s your anniversary, birthday or that your busy schedule is full. You need to implement immediately – being prepared counts. Monitor, prevent, avert and minimize as Warren Buffett once said “it takes twenty years to build a reputations and five minutes to ruin it. If you think about that, you’ll do things differently.”
Ronn Torossian, CEO 5WPR is president and CEO of 5WPR, one of the 25 largest independent PR firms in the U.S. Named one of the top “40 Under 40″ by PR Week & Advertising Age, Ronn Torossian was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award. His PR Book “For Immediate Release. Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” is available at bookstores nationwide.