When we hear the word “crisis,” we immediately think of intense difficulty and hardship. However, the term “crisis” originates from the Greek word “krisis,” which meant a decision.
When crises arise in communications, it can certainly be damaging to an organization’s reputation. But it can also be viewed as a fork in the road. The truth is every single organization will experience some level of difficulty that impacts their reputation. What makes an organization find success again is determined by how they handle the crisis.
Proactive PR: A Foundation
One of the best ways to ensure an organization is prepared when crisis strikes is by building a solid foundation of proactive PR. Proactive PR is the art of creating and maintaining a consistent, positive presence for an organization even during calm periods. It’s not just about addressing the issue at hand, but about building a relationship with your audience over time.
Proactive PR is a necessary way to build a reputation for an organization. Organizations can use times of calm to create a steady drip of positive messaging, which overtime, helps audiences understand who the organization is and what value they bring. This gives you a steady reputational foundation to stand on when a crisis does arise.
Every Organization Faces Challenges
It’s inevitable: every organization, no matter how big or small, will face some level of difficulty that impacts its reputation. Whether it’s a product failure, a controversial statement, a data breach or a customer service disaster, challenges will arise. What ultimately separates successful organizations from those that struggle in the wake of a crisis is how they respond.
The way an organization handles a crisis can either reinforce or damage the trust it has built with its audience. This is why crisis management is such a critical skill — it’s not just about damage control, but about shaping the narrative, restoring trust, and emerging stronger.
Press releases and media statements are a way to clarify stories that may have been blown out of proportion or inaccurately presented. They are also a way to show accountability and take on an opportunity to correct any mistakes.
Crisis as an Opportunity for Growth
It’s also worth noting that crises can offer opportunities for growth and innovation. Some organizations emerge from a crisis stronger than ever, having learned from the experience and demonstrated resilience. How you respond to a crisis and the lessons you take away from it can set you apart in the eyes of your audience.
A well-handled crisis, supported by a foundation of proactive PR, can even lead to a more loyal customer base, as people appreciate honesty, accountability, and growth in times of adversity. In this way, a crisis doesn’t have to be the end of the road; it can be the beginning of a new chapter in your organization’s journey.