The past year has already delivered a masterclass in what happens when crisis management goes wrong. The BBC’s director-general and news chief both recently resigned after the broadcaster was found to have misleadingly edited Donald Trump’s January 6 speech, splicing together sections spoken nearly an hour apart to create a false impression. Meanwhile, the UK government has been grappling with an embarrassing crisis of its own: 262 prisoners were accidentally released in the year to March 2025, a 128% increase on the previous year.
These high-profile failures underscore a sobering reality: even the most established organisations are vulnerable to crises that can irreparably damage their reputation. Recent research reveals that 78% of business leaders have faced a crisis impacting customers within the past 18 months, yet surprisingly, only 50% of businesses have a formal crisis communication plan in place. Whether you’re a startup or an established enterprise, the question isn’t if a crisis will occur, but when – and how prepared you’ll be to handle it.
Understanding the anatomy of a modern crisis
A PR crisis can stem from countless scenarios: a product recall, a data breach, controversial social media content, or supply chain disruptions. In our digital age, these incidents spread rapidly across social channels and news outlets, amplifying their impact exponentially.
Consider KFC’s 2018 finger-lickin’ poor chicken shortage. When the fast-food giant ran out of chicken across hundreds of UK stores, social media erupted with over 53,000 mentions in a single day. However, their clever “FCK” apology campaign (rearranging the brand’s letters to acknowledge their mistake) demonstrated authenticity and humour. By maintaining transparent communication and providing real-time restaurant status updates, they turned a crisis into an opportunity to strengthen customer loyalty.
This illustrates a crucial point: while you can’t always prevent crises, you can control how you respond to them.
Building your crisis preparedness framework
Identifying and categorising potential risks
Effective crisis management begins with anticipating what could go wrong. Conduct a comprehensive risk assessment specific to your industry, considering scenarios including product failures, cybersecurity incidents, legal violations, employee misconduct, controversial marketing content, and supply chain disruptions.
Categorise these risks using a traffic light system. Green indicates minor issues with low business impact, such as isolated negative reviews. Amber signals serious incidents like localised service failures or public complaints from influential figures. Red flags major crises, including large-scale data breaches, product recalls, or significant legal issues threatening your operations and reputation.
Assembling your crisis response team
Speed and coordination are paramount during a crisis. Designate a core team comprising senior leadership, communications professionals, legal advisers, and relevant department heads. Clearly define each member’s role and establish a chain of command for decision-making.
Your team should include someone with executive authority, a communications lead experienced in media relations, and legal counsel. Ensure all team members understand their responsibilities before a crisis occurs and conduct regular training exercises.
Crafting your communication strategy
Internal communications
Your employees need accurate information to respond confidently to customer enquiries. Develop clear protocols for internal briefings, ensuring all staff receive timely updates and talking points. This prevents misinformation and presents a unified front.
External communications
Customer-facing communications demand careful consideration. Prepare templated responses for various crisis scenarios, allowing for quick adaptation. Your external strategy should cover social media updates, website announcements, email communications, and direct customer outreach. Speed matters, but accuracy and sincerity matter more.
Media management
Designate a trained spokesperson to handle media enquiries and public statements. Prepare key messages that acknowledge the situation, express genuine concern, outline corrective actions, and demonstrate commitment to resolution. Monitor media coverage and social sentiment continuously to address misinformation promptly.
The ‘five Cs’ framework for crisis response
When time is short and pressure is high, remember the five Cs of crisis management:
Concern: Demonstrate genuine empathy for those affected. Acknowledge the impact on customers, employees, or communities without deflecting responsibility.
Commitment: Clearly articulate the steps you’re taking to address the issue and prevent recurrence. Follow through on every promise made during the crisis.
Competency: Display expertise and control through decisive action. Leverage your crisis team’s knowledge to make informed decisions that reassure stakeholders.
Clarity: Communicate concisely and transparently. Avoid jargon, corporate speak, or ambiguous statements that could be misinterpreted.
Confidence: Project assurance in your ability to manage the situation while maintaining humility and sincerity.
Rebuilding trust in the aftermath
Crisis management doesn’t end when the immediate danger passes. The recovery phase is crucial for restoring your brand’s reputation.
Begin by taking full responsibility. Customers appreciate authenticity and are more forgiving when brands acknowledge mistakes openly. Continue communicating transparently about corrective measures, providing regular updates on progress.
Take meaningful action that addresses the root cause. Superficial gestures won’t rebuild trust; customers want to see genuine change. Whether upgrading security systems, revising internal processes, or introducing new quality controls, demonstrate your commitment through tangible improvements.
Once you’ve stabilised the situation, shift focus to positive brand-building initiatives. Share success stories, highlight your company values, and showcase how you’ve emerged stronger from the experience.
Preparation is your greatest asset
Reputation is currency in digital marketing and PR. A single crisis can undo years of brand building, but a well-managed response can actually strengthen customer relationships and demonstrate your business’s resilience.
The businesses that weather crises successfully aren’t those that avoid problems entirely – they’re the ones that prepare thoroughly, respond swiftly, and communicate authentically. By developing a comprehensive crisis management plan today, you’re investing in your brand’s future resilience, ensuring you’re ready to protect what you’ve built, no matter what challenges arise.