Let’s be honest: “How to prepare your business for a PR crisis” isn’t exactly what you think about over your morning coffee.

It’s like renewing your insurance — one of those things you hope you never have to deal with, but you’ll be so glad you did when the time comes.

And here’s the thing about a PR crisis: it doesn’t gently tap on your door. It barges in, flips the table, and leaves you scrambling to pick up the pieces.

So how do you get ready for that kind of chaos? The fact that you’re here, reading this blog, means you’re already a step ahead. And that’s IMPORTANT. Most people don’t think about the PR crises until they’re knee-deep in one. 

And while you’re getting ahead of the PR mess, it’s a good time to mention that getting your finances and taxes in order is just as important. That’s where doola comes in — we handle the backend stuff like bookkeeping and tax filing so you don’t have to. 

It’s all about being ready for whatever comes your way, right?

Now, let’s jump into 14 practical steps to make sure your business is prepared for a PR crisis, without losing your sanity.

Ready, Set, Crisis-Proof: 14 Steps to Prepare Your Business for Whatever Comes Next

Step 1. Build Your PR Crisis Plan Like Your Reputation Depends on It (Because It Does)

First things first, you need a plan. You wouldn’t start a business without a business plan, right? The same goes for PR. A crisis plan can be your silver bullet to curb all bad PR. 

But let’s be clear, a vague set of ideas in your head doesn’t count here in this plan. You need a written, detailed, no-stone-left-unturned document that outlines what to do, who’s in charge, and how to communicate.

This crisis plan should include:

✅ A crisis team with clear roles

✅ A communication strategy for internal and external use

✅ Media and social media response templates

✅ Contact lists for legal counsel, media, and key stakeholders

✅ Procedures for assessing the situation

Keep it simple but thorough. And please, don’t tuck it away in a drawer. Your plan should be easily accessible — digitally and physically. In the event of a crisis, you won’t have time to dig around for it.

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Step 2. Train Your Spokesperson to Speak Like a Human (No Robots Allowed)

In a PR crisis, someone needs to step up and be the voice of the company. This person will address the media, stakeholders, customers — basically, everyone.

And while they might be an expert in their field, that doesn’t automatically mean they know how to handle the heat of a PR crisis.

Here’s the truth: speaking in front of the media is a skill. And not everyone has it naturally.

So, train your spokesperson. Give them media training so they know how to answer tough questions, stay calm under pressure, and — most importantly—sound human and empathetic.

This isn’t the time for corporate jargon or BIG and VAGUE statements. People want authenticity, not a rehearsed script. Train them to speak in a way that connects with the audience.

Step 3. Set Up Social Media Monitoring Tools (A.K.A. Your Business Radar)

You need to know what’s being said about your business — everywhere. Social media, news outlets, blogs, forums because PR crises can come from any direction.

This is where social media monitoring tools come in. Set up platforms like Hubspot, Hootsuite, Mention, or Google Alerts to track hashtags, conversations and mentions of your brand.

But don’t stop there. You need a system that can flag potential issues before they blow up. Monitoring isn’t just about catching negative comments; it’s about tracking patterns, noticing spikes in mentions, and identifying potential problems early.

We all know that a PR crisis rarely comes out of nowhere. There are often warning signs, whether it’s a dissatisfied customer leaving reviews or a slow-burning social media conversation.

 If you catch it early, you can prevent a minor issue from spiraling into a major crisis.

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Step 4. Prepare Your Crisis Messaging Before the Crisis Hits

Like we said, when a crisis happens, you don’t have the luxury of time. You need to respond quickly — and the last thing you want is to draft your first statement when emotions are high and the clock is ticking.

Instead, craft crisis messaging templates now, so you can adapt them when the need arises.

Your messaging should:

✅ Be clear and concise

✅ Reflect your company’s values

✅ Avoid corporate speak

✅ Show empathy and responsibility

People want real, human responses — not a copy-paste corporate statement. When a crisis happens, be upfront and honest. If your company is at fault, say it, admit it. If you’re still gathering information and investigating, let people know.

It’s okay to say, “We’re still working on this,” as long as you’re communicating openly.

Step 5. Know Your Risk Areas (A Little Self-Reflection Goes a Long Way)

Before a crisis even starts, you need to know where your business is vulnerable. This isn’t the time to be defensive. Take an honest look at your company. Are there any ticking time bombs?

Maybe a product that’s been receiving customer complaints? Or a sensitive topic within the industry that your business could get pulled into?

You need to assess your business from every angle. This is called a PR audit, and it’s not as scary as it sounds. What you’re doing is looking for potential risks before they become public problems.

By identifying these risks, you can prepare strategies to address them proactively, minimizing the chance of a full-blown crisis.

Step 6. Run Crisis Simulations (Because Practice Makes… Well, Less Panicked)

Think of crisis simulations as your PR fire drill. You practice for a reason, right? Because when the real fire starts, you don’t want anyone running around in a panic.

The same goes for your PR crisis team. A well-rehearsed team will handle a crisis far better than one that’s never been tested.

Run simulations for various crisis scenarios. What would you do if your company faced a data breach? Or a product recall? Or an offensive social media post from an employee? Walk your team through these drills regularly. 

It may feel awkward at first, but when a real crisis hits, you’ll be grateful that your team already knows the drill.

Step 7. Keep Your Legal Team on Speed Dial

A PR crisis can quickly turn into a legal crisis. Maybe a product failure leads to lawsuits. Maybe an offhand comment gets blown out of proportion. Whatever it is, you need your legal team looped in — early.

Here’s why: You’ll want to make sure your public statements don’t open the door to further legal troubles. It’s a fine balance between being transparent and protecting the company. 

This is why your legal team should be part of your crisis plan from the get-go. You don’t want to scramble to find them in the middle of a crisis.

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Step 8. Make Sure Your Employees Know What’s Going On

Your employees are your front line. If they’re blindsided by a PR crisis, they might say or do the wrong thing — unintentionally making things worse.

And nothing screams “damage” like an employee finding out about a crisis through social media before hearing it from management.

Make internal communication a priority. During a crisis, your staff needs to know what’s happening, what the company’s position is, and how they should respond if asked.

Whether it’s a scripted message or talking points, they need to be prepared, make sure everyone is on the same page.

Step 9. Apologize Like You Mean It (Because People Can Spot a Fake)

We’ve all seen those “non-apology apologies” that make people roll their eyes. Don’t be that company.

If you’re in the wrong, you’re wrong, own it. People respect businesses that take responsibility for their mistakes, especially if they follow up with actions to make things right.

But here’s the thing: an apology isn’t just about saying the right words. You need to show that you’re making changes. Apologies that are empty, without real action behind them, only add fuel to the fire.

Show the public what steps you’re taking to fix the problem and prevent it from happening again.

Step 10. Have a Social Media Crisis Plan

Now, this is VERY IMPORTANT. Social media is where PR crises tend to blow up these days. It’s fast, it’s public, and it’s relentless. You need a specific social media crisis plan — one that’s separate from your general crisis plan.

Your social media plan should include:

✅ Who’s in charge of posting/responding

✅ Guidelines for when to respond and when to stay quiet

✅ Tone and messaging strategies

✅ A plan for managing negative comments and trolls

The key here is to act quickly, but thoughtfully. A delayed response can make you look indifferent, but a rushed response can make things worse. It’s a delicate balance, so plan ahead for it.

One more thing to add here: Even in a crisis, you don’t have to respond to every comment. Sometimes, silence is the best response — especially when it comes to trolls. Choose your battles wisely, and always keep your tone professional yet empathetic.

Step 11. Build Relationships with the Media Before You Need Them

The media can either be your ally or your enemy in a PR crisis, and which one they become often depends on the relationship you’ve built with them before the crisis hit. Don’t wait until your company is in hot water to start reaching out to journalists.

Be proactive. Build relationships with key media contacts who cover your industry. Keep them updated on your business, send them newsworthy stories, and be a reliable source.

When a crisis happens, these relationships will help you get your side of the story out faster — and more accurately. Media relationships are about trust — build that trust now, and it’ll pay off when you need it most.

Step 12. Monitor Public Sentiment and Be Ready to Pivot

When a PR crisis unfolds, it’s not just about managing the immediate fallout — you also need to keep an eye on public sentiment. How are people reacting? Is your messaging landing well, or is it backfiring?

Public sentiment can shift quickly, especially online. You need to be monitoring the conversation in real-time and be ready to adjust your strategy if needed.

Maybe your apology wasn’t enough, or maybe the public is angry about a specific part of the issue that you hadn’t addressed. 

Whatever it is, be flexible. Don’t be afraid to pivot if your current approach isn’t working.

Step 13. Stick to Your Brand’s Values

When a PR crisis hits, it’s tempting to go into full damage control mode and forget about everything else. But here’s the thing: your brand’s values should guide every decision you make during a crisis.

If your brand is built on transparency, then your crisis response needs to reflect that. If customer service is at the core of your business, show your customers how you’re taking care of them at this moment.

Staying true to your values during a crisis builds trust. It shows your audience that you’re consistent, even when things go wrong.

Step 14. Debrief After the Crisis

Once the dust has settled, it’s time for a post-crisis debrief. Gather your team and go over what happened. What worked? What didn’t? Were there any gaps in your plan? The goal here is to learn from the experience so you can be even better prepared for the next crisis.

Because here’s the truth: there will be a next time. PR crises are an inevitable part of business, but each one is an opportunity to learn, improve, and strengthen your company’s resilience.

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We didn’t mention this earlier, but a PR crisis can actually be an opportunity to show the world what you’re made of. You see, handling a tough situation with grace and transparency can turn skeptics into believers.

But you’ve got to act now. Preparing a solid PR crisis management plan today means you’ll be ready for whatever comes tomorrow. 

And speaking of crises, there’s one area that often gets overlooked: taxes. Yep, even the smallest tax oversight can turn into a massive PR storm. Just think about how many businesses have collapsed under tax scandals — what started as a minor error or missed paperwork became front-page news.

If you’re curious, check out our blog on the biggest tax scandals in history — it’ll give you a sense of how serious these issues can get when they’re not handled properly.

But don’t worry. At doola, we’ve got your back. We can help you stay on top of your taxes, bookkeeping, and make sure your business is financially compliant. You don’t want some whistleblower turning a tiny mistake into a full-blown crisis, do you?

So let’s get ahead of it. Book a free consultation with us today, and we’ll help keep your business running smoothly  — no tax scandals in sight.