Crisis Communication Tips: Turning Challenges Into Opportunities

Crisis or Opportunity? It’s All About the Response

A PR crisis can cause lasting damage to an organization. However, it can also provide an opportunity to reevaluate and improve processes—if managed effectively. Organizations face a choice: rush to return to the status quo or take the chance to adapt, innovate, and emerge stronger.

The key to finding a silver lining? A proactive and well-thought-out approach. Here’s how to get it right.

Neutralize the Negative Impact

When a crisis strikes, your first priority is damage control. Address affected parties with empathy and emotional intelligence. A compassionate, timely response can significantly reduce backlash and protect your reputation.

Jonathan Bernstein of Bernstein Crisis Management emphasizes the importance of responding with care: “First and foremost, show compassion, then follow up with words that express competence and confidence.”

Example: Alton Towers' Proactive Response
In 2015, after an accident on a rollercoaster injured two women, British theme park Alton Towers acted swiftly. The company proactively engaged with the media and offered full support to the victims and their families. Their delicate and transparent handling of the situation helped minimize negative media coverage and protected their reputation.

Example: Under Armour’s Quick Recovery
During the 2014 Sochi Winter Olympics, Under Armour faced a PR crisis when their speedskating suits were blamed for the US team’s poor performance. The company responded quickly by:

• Publicly reaffirming their commitment to quality and their mission.
• Ensuring leadership addressed the media directly.
• Avoiding blame-shifting onto athletes.

The result? A rebound in their stock price and an eight-year renewal of their partnership with the US speedskating team.

Takeaway: Timely, empathetic responses and transparent communication build trust and mitigate fallout.

Timing and Leadership are Key

The speed of your response can determine the trajectory of a crisis. Acting quickly prevents issues from escalating and ensures you maintain control of the narrative.

Tips for Timely Intervention:

• Address the issue immediately: Release a holding statement as soon as possible to acknowledge the situation. [Here’s a holding statement template you can use.]
• Think long-term: Take a step back and ask: How will we view this crisis in a year? What actions can we take now to shape that outcome?
• Communicate clearly: Internally and externally, show that you’re addressing the issue seriously. Share specific steps being taken to resolve it, with the message: “We are actively working on this.”

Takeaway: Quick, decisive action positions your organization as capable and responsible.

Build a Resilient Culture

A strong crisis response relies on more than just a communication plan. It requires alignment across the organization, from leadership to frontline employees.

Key Questions to Consider:

• Are all representatives aligned on messaging?
• Are stakeholders and victims being considered in your response?
• Is leadership (especially the CEO) seen as part of the solution—or the problem?

Without genuine action to back up your communication, no PR plan will save your reputation. Authenticity is non-negotiable, and hollow promises risk further backlash.

Preparation is the Best Defense