5 Things You Should Know About Crisis PR

The most intriguing thing about a crisis is that it’s unpredictable. As public relations professionals, we help companies safeguard their reputations and minimize risk as much as possible. Last summer, I joined Edelman as a PR intern focused on crisis and risk management. Here are some things I learned:

1. Crisis Management Plan 

Crises are inevitable and often strike without any warning. That’s why every company needs a comprehensive crisis management plan in place. This plan serves as a critical tool for responding effectively and swiftly when issues arise. It outlines response protocols, key stakeholders, risk levels, the designated crisis team, and their responsibilities. During my internship, I worked with a bank to update its crisis response plan quarterly. As leadership changes occurred, it became crucial to ensure every team member understood their role. The accuracy and clarity of this plan are paramount, as it’s essentially a set of instructions on how to respond to a crisis.   

2. Media Monitoring

Of all my responsibilities, media monitoring was the most dynamic and engaging. Nowadays, social media acts as a breeding ground for reputational threats. Interns are typically tasked with creating 10-15 targeted keywords across various platforms, focusing on brand-specific terms, risk indicators, and industry-wide triggers. Once the keywords are finalized, monitoring begins immediately. Effective crisis PR tracks both social and traditional media to assess whether an issue is gaining traction or steam. By 5 p.m. each day, we submitted reports to client headquarters, summarizing media coverage, impact projections, and proposed countermeasures. These monitoring periods usually last for two weeks but can be extended depending on how the situation evolves with the overall crisis management plan. 

3. Risk Assessment 

When clients collaborate with other brands, organizations, or celebrities, a risk assessment is essential. This report helps anticipate and mitigate potential reputational threats before they arise. Conducting thorough background checks is a key part of this process, helping the client understand every aspect of the potential partner’s public presence and values. Every partnership should be mutually beneficial, and a risk assessment verifies that the other party is a good fit. It’s all about protecting the client’s reputation and avoiding potential high risks. 

4. Training and Simulations 

Many clients request media training or mock crisis simulations to prepare for real-time responses. These sessions typically focus on handling press inquiries, with the crisis team developing likely questions and crafting responses that reflect the client’s core values and mission. The goal is to help spokespeople communicate clearly, rebuild trust, and remain consistent under pressure. One valuable technique is the “75-word rule,” which emphasizes concise, memorable messaging. It ensures that responses are both effective and easy for spokespeople to internalize. 

5. Networking

Yes, you’ve probably heard this a thousand times. But networking truly is a crucial tool in the workplace. It’s not just about building relationships with others but making connections and a professional support system for the future. As my mentor once said, “When you detect risks beyond your control, you always find the solutions in the relationships you’ve built.” A strong network unlocks the opportunities and resources to handle risks in this fast-paced world.

About the Author:

Yuzheng (Mako) Cai is a junior from Ningbo, China, majoring in public relations. She is currently the account supervisor for Mattapoisett Museum and L’Amore Della Pasta. Mako is interested in working at a PR agency or in the pharmaceutical industry.