3 steps PR pros must take when a crisis breaks

When your organization makes headlines for the wrong reasons, it’s time to act. Here’s what communicators can do after disaster hits.

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A PR crisis can spread online to millions within minutes.

How your organization responds is crucial. You must stop the bleeding immediately, or the damage can be apocalyptic. Here are tips for recovering from a public catastrophe:

1. Make a public apology.

Amid a PR nightmare, many business owners feel indignant, thinking the public condemnation is unfair, that the episode in question was not their fault, and that the blame should fall on an employee, a vendor or some other party.

Doubling down just makes things worse. Instead, make a heartfelt apology where the public can consume it. If you instead indicate you feel no guilt or responsibility, things can escalate.

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2. Fix the problem.

Identify and address the source of the problem so it does not recur.

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