In a perfect world, PR would only entail planning events and campaigns. PRs would only ever have good news. Sadly, we don't live in that world.

In reality, PR crises are real, and it falls on the PR professional to make them disappear and save the client's reputation.

Buckle up! media update's Alrika Möller explains everything you need to know about crisis communication.

What is crisis communication?

When something happens unexpectedly, and it affects your client or brand's reputation in a way that is not ideal, it is a crisis.

Crisis communication is a strategy built to protect and save a damaged reputation. The strategy often involves using a third party or outlet.

Let me explain …

When a brand finds itself in crisis, it sends a spokesperson to talk about the situation or release a statement. This statement then gets sent into the world via any avenues people use to get information.

Why is this important?

Mistakes are unavoidable, so it's best to have a plan in place for when they arise.

People want to trust brands. Without authenticity, integrity and transparency being communicated, the brand will suffer a more damaged reputation.

Have you ever seen crisis communication in action? Let us know in the comment section below.

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If you enjoy insights into the world of PR, look no further. Check out The essential ethics of PR in South Africa — in 200 words or less.
*Image courtesy of Canva