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How to Use PR Effectively for Crisis Management

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How to Use PR Effectively for Crisis Management

When discussing topics such as crisis management, we love to start by defining what those phrases mean for context.

The word ‘crisis’ is defined as ‘A time of intense difficulty, trouble, or danger.’ by the Oxford English Dictionary. ‘Management,’ as we’ve discussed previously on this blog, is ‘The process of dealing with or controlling things or people,’ in this case, the crisis. While we could stop there, let’s go ahead and define ‘crisis management’ as a whole terminology: ‘The process by which a business or other organization deals with a sudden emergency situation,’ as quoted from Oxford.

Interestingly, crisis management does have its own definition, and while similar to ‘crisis’ and ‘management’ put together, there is a noticeable difference. The explanation of ‘crisis management’ uses the word ‘business’ as the one performing the action and the phrase ‘sudden emergency,’ while ‘crisis’ alone does not.

In simpler terms, the whole point of this breakdown is to see that crisis management is, in fact, less of an emergency than a crisis alone but is conversely dealt with in an incongruous way inconsistent with its severity (most times).

For example, one might call an ongoing battle with a fatal illness a crisis. In contrast, crisis management might refer to dealing with a higher-up employee ‘accidentally’ Tweeting something inappropriate or offensive.

Let’s Get One Thing Straight:

The best public relations firms do not do crisis management. While PR is an excellent tool for this, Victorious PR works with standup clients who are on their A-game and ready for the spotlight. That said, we do not shy away from clients who have worked their way out of colorful pasts because we believe that everyone deserves to build their own success — their stories are inspiring and an honor to tell. That is why we love doing PR for entrepreneurs.

However, Victorious PR does support our clients in deflection in some cases as a happy side effect of our process. We specialize in flooding our campaigns with credible thought leadership pieces, which create actual value for the audience.

And really, that is technically how PR firms handle crisis management. Yet, traditional crisis management requires a bit more strategy (i.e., choosing a method such as deflection or making donations to paint the client in question in a positive light or move attention away from said crisis.)

What we conduct is different because it works for every client, and we can minimize any past bad press without really taking it into the amount of consideration that proper on-the-fly crisis management requires.

We recommend this method of ‘crisis aversion’ or ‘preventative PR’ to anyone in the public eye — building up credibility, authority, and visibility to a standard that makes one more challenging to ‘knock down’ by inaccurate slander pieces or self-induced slip-ups (within reason, of course).

If you would like to learn how you can use PR to prevent crisis management, book a call with us today!

We feel that having a functional collaboration with our clients is crucial and love to watch our impacts as a direct link to our ongoing partnerships. We are the go-to agents and PR specialists for personal branding for entrepreneurs in healthcare, real estate, cryptocurrency, and more.

Victorious PR is the top PR agency that supports entrepreneurs and businesses to obtain segments in industry-specific media, local press, podcasts, and leading publications, allowing the public to see them as industry authorities in their niches. Our clients have become TEDx speakers and built ongoing authority, credibility, and visibility by maintaining their messaging with our verified process.

We are proud members of the Rolling Stone Cultural Council and the Forbes Agency Council. We have also won multiple accolades, including Best PR Firms in Las Vegas by Expertise, Top Las Vegas Public Relations Firms by Clutch, and Top PR Companies by Mirror Review.

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