Common PR mistakes during a crisis

As a lawyer, you’ll undoubtedly have received the occasional frantic call from a client who has found themselves or their business in a situation that has the potential to escalate into a crisis. While you may feel equipped to advise on how to handle potentially negative press, it’s always best to direct them towards an external agency that specialises in crisis comms.

Here are a few headline tips to help you avoid a negative headline during a crisis.

• Utilise your fact-gathering skills and construct a defence to enhance your client’s response. Collecting all the information before proceeding will help you and your client understand who, what, where, why, and how the situation has occurred; this should shape a compelling communications strategy.
• A client’s reputation is paramount, and it’s essential to ensure that it isn’t damaged by the media. First, evaluate the seriousness of the situation and its potential consequences, and establish strong relationships with key media. This way, you can effectively communicate the correct story and mitigate any misrepresentations.
• After submitting a response, understand public sentiment and adapt accordingly. Most importantly, ensure that any subsequent responses align with your client’s values and safeguard their reputation for the long term.

At RMS, we have years of experience working alongside legal clients from various specialisms, as well as handling complex crisis communications, if you’re ready to develop your crisis comms strategy, give us a call on 0161 927 3131.