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Handling a Crisis
Before the Crisis | During the Crisis | After the Crisis



PRSA's Tips and Techniques: Crisis Management

1. Bring the situation under control: Ensure the safety of those involved in the crisis. “Always protect people first and property second.”

2. Analyze the situation and gather all the facts: Once safety and security have been restored, gather the information of the incident and begin thinking of a solution to the problem. Don't blow the problem out of proportion before gathering all the facts.

3. Notify the families of those involved: Assign your team member to personally and kindly contact the families of those involved to inform them about the situation. Never publicly release the names of dead or injured before contacting the family first.

4. Keep internal publics informed: Keeping your staff and volunteers informed will ensure that the right information is being released. Try to inform your internal publics before or at the same time that you are releasing information to the media.

5. Communicate with the media: The only way for your affected publics to be informed is by watching or listening to the media. Therefore, it is your duty to inform the media outlets as soon as possible about the situation.

6. Effective crisis management calls for open, honest communication between the company and its publics: It is almost human nature to try and minimize the problem when the reality is too difficult to deal with, but it is your duty to your publics to keep them well informed. They depend on you, therefore you have to correspond by treating them with the same respect.

Before the Crisis | During the Crisis | After the Crisis

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