Almost every business leader recognizes the danger of the unforeseeable PR firestorm. But the truth is, it can happen to anyone. Whether it’s a construction accident that makes the news, a data breach that compromises customer trust, or a social media mishap that goes viral, small and mid-size businesses aren’t immune to the public scrutiny that follows. In the heat of the moment, with phones ringing and comments piling up online, knowing what to do and what to avoid can feel like a monumental challenge.
The good news is that a PR crisis doesn’t have to destroy your reputation. In fact, how you respond can actually strengthen your credibility and deepen trust with your stakeholders. At Green Apple, we’ve helped businesses of all sizes navigate tricky PR situations. Based on what we’ve seen, here are a few of the biggest dos and don’ts of crisis communication. We want to offer practical advice to help you avoid common pitfalls and protect your brand’s reputation when it matters most.
The Don’ts: Common Mistakes That Can Worsen a Crisis
When a crisis strikes, the pressure to act can lead to panic. Here are some of the most common mistakes we see companies make:
1. Don’t Delay. Your Silence is Loud.
One of the most dangerous things a company can do in a crisis is to say nothing at all. The moment an issue becomes public, an information vacuum is created. If you don’t fill it with your own narrative, others will do it for you. This often leads to speculation, misinformation, and the loss of precious credibility. A delayed response suggests you are unaware, unprepared, or hiding something.
2. Don’t Lie or Minimize the Issue.
In a well-intentioned effort to control the narrative, some companies try to deflect blame or downplay the severity of the problem. This is a critical error. The truth has a way of coming out. When it does, it will shatter any trust you had left. Your audience can tolerate a mistake, but they will not forgive deception. Minimizing the issue can make you appear self-serving and tone-deaf to the very real concerns of your clients and partners.
3. Don’t Blame Others.
In the heat of the moment, the temptation to point fingers is strong. Blaming an employee, a supplier, or a third party might seem like a quick way to shift responsibility, but it almost always backfires. It undermines your authority, shows a lack of leadership, and prevents you from taking the necessary steps to fix the problem. Taking a defensive posture positions you as an adversary to the public rather than a cooperative force in confronting a common challenge.
4. Don’t Wait for the “Perfect” Statement.
You may want to have all the answers and a perfectly crafted message before you speak, but a crisis doesn’t wait. The need for a swift response often outweighs the need for a perfectly polished one. The goal is to acknowledge the situation and assure your stakeholders that you are actively investigating and will communicate further as soon as possible. Perfection can be the enemy of progress.
The Do’s: Your Protocol for a Swift and Strategic Response
Now that we’ve covered what not to do, let’s focus on the proactive steps you should take to protect your brand when a crisis strikes.
1. Do Acknowledge the Issue Immediately.
The very first thing you should do is acknowledge what has happened. This doesn’t mean you need to have all the answers right away. It means you must confirm that you know what your stakeholders know. A brief statement on your social channels or website can be as simple as: “We are aware of the situation and are actively investigating. We will provide an update as soon as we have more information.” This simple step demonstrates transparency and a sense of urgency, and it can buy you precious time to gather facts and plan your next move.
2. Do Take Ownership.
The fastest way to regain control and build trust is to take ownership of the situation. This means accepting responsibility for your role in the crisis, openly acknowledging any mistakes, and avoiding the urge to deflect. When you say, “We made a mistake,” you signal to your audience that you are a responsible and credible organization. This single action can dramatically shift the public’s perception of a crisis from an adversarial one to a shared effort in confronting a common challenge.
3. Do Prioritize Your Stakeholders.
Every action you take should be guided by a single question: “What do people expect us to do now?” By understanding the expectations of your audience—your clients, your employees, your partners—the path forward becomes clear. A crisis isn’t about protecting your company’s image; it’s about protecting your relationships. A client who feels cared for and informed during a difficult time will be a client for life.
4. Do Have a Plan in Place.
The best time to prepare for a crisis is before it happens. Having a designated crisis communications team, pre-approved messaging templates, and a clear chain of command can be the difference between a minor setback and a full-blown disaster. This preparation empowers you to execute steps in the moment with confidence and speed.
Be Ready Before You Need to Be
Here’s the bottom line: a PR crisis isn’t a matter of if—it’s a matter of when. The businesses that protect their reputation are the ones that take the time to prepare.
To help, we’ve put together a free resource: Three Steps to Successful Crisis Communications. It walks you through a simple, proven framework to respond effectively when the unexpected happens.
Download the guide here to make sure you’re prepared to respond the right way when your business faces its next challenge.
