How to handle a media crisis without making it worse

No business wants to deal with a crisis, but when one arises, knowing how to handle it is essential. This guide outlines practical steps to help you manage a media crisis clearly, calmly and in a way that earns trust, not loses it.

Be prepared

The best time to plan for a crisis is before you’re in one. A simple, practical comms plan can save time, reduce stress and help you respond in a way that protects your reputation.

Gather accurate information

Don’t say anything until you understand what’s actually happened. Rushing out a comment without the full picture can do more harm than good. Get the detail first and then decide what to say.

Work out who's involved.

Determine who is affected by the crisis:

• Employees: Are they impacted or involved?

• Customers: Will this change how they see you or what they expect?

• Partners or suppliers: Do they need to be in the loop?

• The wider public: Is there community or media interest?

Each audience may need something slightly different. For instance, an internal update for staff will differ from a statement to the media.

Offer a genuine apology when needed

If your organisation is at fault, a sincere apology can go a long way. People value honesty. A well-timed apology can help to rebuild trust and defuse tension.

Monitor the situation closely

Watch how the story is unfolding — and where. That includes:

• Social media

• Local Facebook or community groups

• What’s being said by public figures or local leaders

• Media coverage online, in print, and on air

Staying informed enables you to respond promptly and adjust your approach as necessary.

Know when to speak and when not to

Sometimes silence is the better option, especially while details are still emerging. But when you do speak, make it count:

• Be consistent in what you say

• Keep people updated as things change

• Make sure what you say publicly matches what people are hearing internally

Key points for effective crisis management

• Have a plan before you need one

• Don’t speak until you have the facts

• Get the right message to the right people

• Keep an eye on all relevant channels

• Be honest — no spin

• Stay consistent

• Apologise when it’s the right thing to do

• Know when to hold back

In short

Crisis comms isn’t about making the problem disappear. It’s about showing that you’re handling it properly and giving people a reason to trust you.

Done well, your response becomes part of your reputation. People won’t just remember the crisis. They’ll remember how you dealt with it.

If you’d like help putting a crisis plan in place - or handling something that’s already happening - we can help.