Eight Ways to Survive a PR Crisis: Don Martelli on the Basics of Crisis Communications

Don Martelli is a former journalist who has spent more than two decades in public relations, and on The PR Bunker Podcast he digs into the good, the bad and the downright ugly of the business. This solo episode goes back to the basics of crisis communications, the stuff companies tend to skip until the moment they need it most.

Everything starts with preparation. A crisis plan, trained people and practice drills matter because it's hard to think clearly in the middle of a storm, and putting out a press release or a social post and hoping for the best doesn't work. In this episode of The PR Bunker Podcast, Don walks through eight tips that apply to almost any crisis.

A few takeaways from the episode:

Be prepared, transparent and fast

The first three tips work together. Have a plan with monitoring tools, the decision makers who need to be in the room, phone numbers, email addresses and a playbook, because no two crises are the same but the foundation is. Don't hide or minimize the problem, because a reputation takes years to build and two seconds to lose, and back up what you say with facts, data and background. Respond quickly, usually within an hour and no later than 24, and keep updating stakeholders and the public on a regular schedule so misinformation doesn't fill the gap.

Say one thing, and say it like a human

If John says one thing, Mary says another and Barbara says something else, you've created competing narratives. Messages have to match across every spokesperson and channel, and internal and external communications have to line up. Empathy is the fifth tip and one of the hardest. Acknowledge the impact on the people and communities affected, and make sure it's honest, because a cold corporate statement makes people angrier and adds to the damage.

Listen, adapt and do the autopsy

Feedback from stakeholders, whether it comes through comments, calls, emails or a microphone, gives you the intelligence to revise your talking points, and ignoring it drags the crisis out. Don't cling to a plan the audience has already rejected, because insisting a black pen is red only digs a deeper hole. When the dust settles, which might take a day or ten years, get everyone in a room, whiteboard what went well and what didn't, and fold those lessons into the playbook so you're better prepared the next time.

You can find more episodes of The PR Bunker Podcast at prbunker.com.

Listen to the full episode above.

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FAQ

What are the eight basics of crisis communications?

Be prepared, be transparent, be timely, stay consistent, show empathy and compassion, listen to feedback, stay adaptable and run a post-crisis evaluation.

How quickly should a company respond in a crisis?

Don's guidance is usually within an hour and no later than 24 hours, followed by regular updates to stakeholders and the public until things settle.

What should happen after a crisis ends?

Bring the stakeholders together to review what worked and what didn't, then build those lessons into the crisis plan and playbook before the next one.