Want to be famous? Then expect a PR crisis to come calling

When a crisis hits, most people go either way regarding communications – usually the extremes of either nuclear or they go to ground.

After 15 years of working with businesses and high-profile business leaders in their most challenging times, how they prepare and present themselves to the media (including social media) can significantly impact public perception and the future of their organization. In these moments, the media becomes a powerful tool to communicate with stakeholders, employees, and customers. But navigating these waters requires careful preparation, strategic messaging, and an authentic presence.

You also can’t ignore a crisis – what positive PR you have earned in goodwill helps. Still, the crisis comms process is like a raging fire that you need to metaphorically walk through before you can start to regroup or repair your business reputation.

Here’s our 10-step guide (and essential tips) on how high-profile business leaders can effectively manage media interactions during a crisis – whether it’s a faulty product recall, a significant accident, or a sexual harassment case.

1. Prepare Thoroughly, But Stay Flexible

Preparation is essential for any media appearance, especially during a crisis. Understand the issue inside and out, anticipate difficult questions, and develop clear, concise key messages. However, be prepared to adapt if the conversation takes an unexpected turn. Flexibility allows you to address new developments and maintain control over your messaging.

Key Tips:

• Develop a crisis-specific Q&A document covering all potential questions.
• Practice with a media coach or PR professional to refine your responses.
• Stay updated with the latest developments and adjust your talking points accordingly.

2. Define and Communicate Key Messages

Identify three to five key messages you want to convey during your media appearance. These should focus on acknowledging the crisis, outlining the steps your organization is taking, and reaffirming your commitment to your stakeholders. Reiterate these messages throughout the conversation to ensure they resonate with the audience.

Key Tips:

• Use simple, direct language to make your points clear and memorable.
• Avoid jargon or overly technical terms that may confuse your audience.
• Bridge back to your critical messages if the conversation strays off-topic.

3. Show Empathy and Authenticity

A crisis often involves affected individuals or communities; showing genuine empathy is crucial. Acknowledge the human impact of the situation and express sincere concern. Authenticity builds trust; avoid scripted, robotic responses that can be insincere.

Key Tips:

• Speak from the heart, not just from a script.
• Use phrases like “We understand the impact this has had on…” or “We are committed to making things right by…”
• Avoid defensive or evasive language, which can erode trust and credibility.

4. Maintain Composure Under Pressure

Journalists may ask tough or confrontational questions during a crisis. It’s essential to remain calm and composed. Reacting emotionally or defensively can escalate the situation or create new negative headlines. Practice controlled body language and maintain a steady tone, even when provoked.

Key Tips:

• Take a deep breath before answering challenging questions.
• Use pauses to gather your thoughts rather than rushing to respond.
• Keep your body language open and approachable—avoid crossing arms or looking defensive.

5. Be Transparent, But Strategic

Transparency is crucial, but it must be balanced with strategic messaging. Share verified facts and information but avoid speculating or providing details that could compromise ongoing investigations or legal proceedings. Work closely with your legal and PR teams to determine what can be disclosed.

Key Tips:

• Use phrases like “We are still gathering information on this” or “I cannot comment on specifics, but what I can tell you is…”
• Focus on what you know and avoid guessing or making unsubstantiated claims.
• If you don’t know the answer to a question, it’s okay to say, “I don’t have that information right now, but we will get back to you as soon as possible.”

6. Use Active Listening Techniques

Media appearances are not just about delivering your message but also about listening carefully to the questions asked. Active listening helps you understand the raised concerns, identify underlying themes, and respond more effectively. It also demonstrates respect for the journalist and the audience.

Key Tips:

• Maintain eye contact with the interviewer to show engagement.
• Nod to acknowledge questions or concerns before responding.
• Paraphrase or repeat key elements of a question to confirm understanding.

7. Focus on Solutions, Not Just the Problem

While it’s important to acknowledge the crisis, spend more time talking about the steps your organization is taking to resolve the issue and prevent future occurrences. Highlight your commitment to change, corrective actions, and any positive measures being implemented.

Key Tips:

• Use forward-looking language: “Moving forward, we are committed to…” or “We are implementing new measures to ensure this never happens again.”
• Share concrete examples of actions taken or planned to rebuild trust.
• Emphasize continuous improvement and your organization’s dedication to its values.

8. Practice Crisis-Specific Body Language

Non-verbal cues speak volumes during a media appearance. In a crisis, your body language should convey confidence, openness, and calmness. Please consider posture, facial expressions, and gestures to ensure they align with your verbal message.

Key Tips:

• Maintain an upright posture to convey confidence.
• Use controlled hand movements to emphasize points, but avoid excessive gesturing.
• Smile appropriately, especially when conveying empathy or commitment to positive outcomes.

9. Control the Narrative with Facts

Control the narrative by focusing on facts and promptly correcting misinformation or rumors. Be proactive in dispelling myths and presenting accurate information. This builds credibility and demonstrates that your organization is on top of the situation.

Key Tips:

• Have data and evidence ready to support your claims.
• Address misinformation directly: “There have been reports that… however, the facts are…”
• Use authoritative sources (internal experts, customers, external auditors, etc.) to bolster your statements.

10. Follow Up and Stay Visible

A single media appearance is rarely enough to manage a crisis effectively. Plan follow-ups to keep the public and stakeholders informed as the situation evolves. Staying visible and consistent with your messaging will help rebuild trust over time.

Key Tips:

• Offer regular updates via press releases, social media, and internal communications.
• Consider scheduling follow-up interviews or press conferences as new information becomes available.
• Show continued commitment through actions, not just words—ensure that changes are visible and measurable.

Conclusion

In a crisis, how you present to the media can be the difference between escalating the situation or restoring trust. High-profile business leaders should approach media interactions with a clear strategy, empathy, and a commitment to transparency. By preparing thoroughly, delivering consistent messages, and engaging with the media effectively, leaders can turn a crisis into an opportunity for growth and demonstrate resilience and leadership under pressure.

We get you camera ready for a crisis with a strategic focus on the 4 stages of a PR crisis– contact us for crisis media training today.