4 Steps for Effectively Managing a PR Crisis

Brands should start planning before marketing problems hit

The best way to survive a brand crisis is to start planning before the crisis hits.

Get your plans in order

Each crisis may come as a surprise, but your response should not be. Smart organizations have a crisis management plan in place that involves every aspect of the organization—including HR, legal and technical.

“Ninety-five percent of the crises I’ve seen in my 30-plus year career could have been completely preventable with advance planning,” says Jonathan Bernstein, president of Bernstein Crisis Management.

That plan should also include media training for executives, pre-approved responses for public relations and social media, and regular tabletop exercises.




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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.