When to Hire a Crisis Communications Firm

Recognizing when an issue requires experienced outside guidance

An organization should consider hiring a crisis communications firm when an issue could affect its reputation, revenue, leadership credibility, legal position, employee confidence, customer relationships, public approvals, or future business opportunities.

Outside guidance can be especially valuable when reporters are asking questions, criticism is spreading, leadership disagrees about the response, litigation is involved, or the organization lacks the internal experience to manage a high pressure communications issue.

Organizations often wait until a crisis becomes public before seeking help. Earlier involvement usually creates more response options.

A reporter is preparing a story

A media inquiry is one of the clearest reasons to contact a crisis communications advisor.

A reporter may already have documents, sources, allegations, photographs, recordings, or comments from opponents. The organization may have only a few hours to decide how to respond.

A crisis communications firm can research the reporter and media outlet, evaluate the likely direction of the story, identify factual problems, develop key messages, prepare a spokesperson, and recommend whether the response should be written, verbal, on camera, or provided through legal counsel.

A lawsuit or investigation has become public

Legal proceedings create communications issues even when the organization has a strong legal defense.

A complaint, investigation, subpoena, regulatory action, or court filing may attract media interest and stakeholder concern. Allegations may circulate before the organization has filed a formal response.

A crisis communications advisor can work with legal counsel to develop accurate language, prepare internal and external messages, monitor coverage, and provide context without compromising the legal position.

Leadership cannot agree on what to say

Internal disagreement can delay a response and produce inconsistent messages.

Executives may view the problem differently. Attorneys may focus on legal exposure. Operations leaders may want to provide technical detail. Human resources may be concerned about employees. Board members may be focused on governance and risk.

An outside advisor can provide an independent assessment, identify the most important audiences, clarify the communications objectives, and help leadership reach a practical decision.

Online criticism is growing

A negative social media post, review, accusation, video, or campaign can move quickly.

The organization must determine whether the criticism is isolated or expanding, whether the source is credible, whether reporters are becoming involved, and whether a public response will reduce or increase attention.

Not every online attack should receive a public answer. A crisis communications firm can evaluate the reach, credibility, search visibility, stakeholder impact, and potential for escalation before recommending a response.

Employees are confused or concerned

Employees are often the first audience to notice that a crisis response is disorganized.

They may receive questions from customers, family members, reporters, vendors, or community members. They may also see outside coverage before receiving information from leadership.

A communications advisor can help prepare employee messages, manager talking points, media inquiry instructions, frequently asked questions, and a process for updates.

Clear internal communication can reduce rumors and help employees understand their role.

The issue affects several audiences

Some crises require simultaneous communication with employees, customers, investors, regulators, elected officials, community leaders, business partners, donors, or the news media.

These audiences do not always need the same information. They may also interpret the issue differently.

A crisis communications firm can organize the audiences, identify their concerns, determine the appropriate order of communication, and develop messages that remain consistent across different channels.

A public meeting or organized opposition is approaching

Developers, businesses, institutions, nonprofits, and public agencies may face organized opposition to a project, permit, expansion, transaction, leadership decision, or policy.

Opponents may communicate through public meetings, neighborhood groups, petitions, social media, elected officials, and local news coverage.

Outside communications counsel can help assess the opposition, identify community concerns, prepare public meeting messages, brief speakers, develop supporting materials, and create a long term outreach strategy.

The organization is too close to the problem

People inside an organization may have valuable knowledge, but they may also be emotionally involved or influenced by internal history.

Leadership may underestimate the public reaction because it understands details that outside audiences do not know. It may also overreact because the issue feels personally threatening.

An experienced outside advisor can evaluate how the situation may be perceived by reporters, customers, employees, and other stakeholders.

The organization lacks a crisis plan

An organization does not need to wait for an emergency to hire a crisis communications firm.

Preparation services may include:

• A communications vulnerability assessment
• A crisis communications plan
• Leadership and spokesperson training
• Holding statement templates
• Media inquiry procedures
• Employee media policies
• Stakeholder mapping
• Crisis simulations
• Social media response guidelines
• Approval and notification procedures

Preparation can make the response faster, calmer, and more consistent when a real problem occurs.

What a crisis communications firm should provide

A crisis communications firm should provide judgment, availability, discretion, and practical recommendations.

Depending on the situation, its role may include:

• Assessing the facts and communications risks
• Identifying priority audiences
• Developing a response strategy
• Preparing statements and talking points
• Researching reporters and media coverage
• Preparing executives for interviews
• Coordinating with attorneys
• Developing employee and stakeholder communications
• Monitoring media and online activity
• Advising leadership as the situation changes

The goal should not be to generate publicity for its own sake. The goal should be to help the organization make sound communications decisions.

Questions to ask before hiring a firm

Organizations should ask:

• Does the firm have experience with high pressure communications issues?
• Will senior counsel work directly on the matter?
• Can the firm respond quickly?
• Does it understand legal and reputational risk?
• Can it prepare executives for difficult interviews?
• Does it have experience with the relevant media market or industry?
• Will it provide strategic advice rather than only drafting a press release?
• How will confidentiality be handled?
• Who will be available after normal business hours?

A crisis often requires direct access to an experienced advisor rather than a large account team.

Related topics

• What is Crisis Communications?
• What to Do in a PR Crisis
• How to Respond to the Media During a Crisis
• How to Write a Crisis Statement
• Crisis Communications for Lawsuits

Speak with David PR Group

David PR Group has more than three decades of experience helping organizations navigate media scrutiny, lawsuits, online attacks, organized opposition, leadership issues, financial problems, corporate transitions, and other reputational challenges.

We provide direct, senior level guidance to help clients assess the situation, prepare messages, coordinate communications, and respond with judgment.

Contact David PR Group for a confidential discussion about your situation.