​In today’s unpredictable business world, crises can emerge from anywhere, threatening reputations, operations, and stakeholder confidence. Whether it’s a product failure, a data breach, or negative public sentiment, preparation is your best defense against the storm clouds of a crisis. Businesses that plan and communicate effectively during crises not only limit damage but often emerge stronger. Cory Maloy, founder and CEO of Maloy PR, said, “A crisis is not the time to scramble. Preparation and decisive action allow businesses to manage challenges while maintaining trust and credibility.”
 
Here are seven essential strategies to help your business prepare for and navigate a crisis:
 
1. Create a Comprehensive Crisis Communication Plan

Every business needs a roadmap to guide them through potential crises. A robust crisis communication plan should outline risks, assign roles, and establish clear response protocols. According to the Public Relations Society of America (PRSA), including pre-approved messaging and updated contact lists of key stakeholders, media contacts, response teams, and employees, ensures fast response. Regular simulations test the plan’s effectiveness, keeping teams ready for real-world challenges.
 
2. Build Relationships with Key Stakeholders Before a Crisis

Establishing strong relationships with stakeholders—employees, customers, media, and community leaders—before a crisis helps foster goodwill. The International Association of Business Communicators (IABC) emphasizes that trust built during stable times often determines stakeholder support during turbulent times.
 
3. Monitor Media and Public Sentiment Proactively

A crisis can escalate quickly in today’s social media-driven environment. Tools like Meltwater, Cision, and Google Alerts help businesses track public sentiment and identify red flags early. IABC highlights that real-time monitoring is essential for detecting potential issues before they spiral out of control.
 
4. Train Spokespersons and Employees

Inconsistent messaging during a crisis can amplify confusion and mistrust. Regularly train spokespersons to handle media inquiries with confidence, while also educating employees on internal protocols. Maloy said, “Your employees are your ambassadors. They need clear guidance to ensure their actions align with the company’s message.”
 
5. Act Quickly with Transparency and Empathy

Speed and honesty are crucial when addressing a crisis. Research from the Edelman Trust Barometer shows that transparency, paired with empathy, reassures stakeholders and fosters loyalty. Acknowledge the issue, outline corrective actions, and prioritize those impacted to demonstrate accountability.
 
6. Leverage Technology for Communication Efficiency

Technology can streamline crisis communication efforts. Platforms like Slack or Microsoft Teams allow internal teams to collaborate in real time, while email marketing tools and social media channels ensure consistent external messaging. According to the Center for Crisis and Risk Communication (CCRC), leveraging technology reduces delays and enhances accuracy in delivering information.
 
7. Conduct a Post-Crisis Review and Update Your Plan
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After the crisis subsides, it’s crucial to review what happened, analyze your response, and identify areas for improvement. Update your crisis communication plan based on these learnings to strengthen your preparedness for the future. The CCRC recommends involving all key stakeholders in this review to ensure comprehensive feedback.
 
Businesses that prepare for crises and act decisively are better positioned to navigate challenges and protect their reputations. Maloy PR specializes in helping companies develop and execute crisis communication strategies tailored to their unique needs. With decades of experience in public relations, crisis management, and strategic communications, Maloy PR is a trusted partner for businesses looking to safeguard their future.
 
Contact Maloy PR today to learn more about crafting a crisis communication plan or managing an ongoing crisis. 
 
Sources

1. Public Relations Society of America (PRSA) – Crisis Communication Handbook (PRSA.org)
2. International Association of Business Communicators (IABC) – Crisis Communication Resources (IABC.com)
3. Edelman Trust Barometer – Transparency and Trust in Crisis (Edelman.com)
4. Center for Crisis and Risk Communication (CCRC) – Post-Crisis Analysis Framework (CenterForCrisisCommunications.com)

I’ve treasured providing many public relations programs for great organizations over the years. Several of those experiences rise to the top as the most enjoyable. Trying to understand why some were more gratifying than others, I made a discovery while reflecting on the words found in Greg McKeown’s excellent book, essentialism: A Disciplined Pursuit of Less[i].
 
A small section about mission statements in his chapter about eliminating the trivial jumped out at me. After showing three mission statements that leave readers scratching their heads, McKeown pointed out, “The largely indistinguishable statements make the task almost impossible. Such vague, inflated mission statements may still be considered “’best practice’” in some quarters, but in many cases they do not achieve what they were intended to achieve: to inspire their employees with a clear sense of purpose.” (emphasis added)
 
I realized at that moment, the most enjoyable and successful PR programs over the years were for organizations who had a clear purpose – not necessarily a clear mission statement, but a clear mission.
 
I’ve found what McKeown found; when there is a sense of purpose or mission permeating the organization, everyone understands and does all they can to accomplish the mission—and they enjoy it. In McKeown’s words, “motivation and cooperation deteriorate when there is a lack of purpose. You can train leaders on communication and teamwork and conduct 360 feedback reports until you are blue in the face, but if a team does not have clarity of goals and roles, problems will fester and multiply.”
 
This is why, after more than 20 years providing successful public relations services for some of the best PR firms and organizations in the country, I’m proud to open Maloy PR, LLC, a full-service public relations firm located in the heart of Silicon Slopes offering high-value public relations programs to serve purpose-driven organizations. Some of the most successful PR programs are for organizations driven by a purpose to help the world become a better place – a clear mission. Maloy PR's mission is to assist organizations in achieving their mission through public relations.
 
Maloy PR looks at the mission as much more than a statement but as a determined understanding of how an organization wants to help people live better lives – a belief permeating their culture and driving every decision they make.
 
There is much satisfaction in helping organizations help other people. We’re not talking just nonprofit organizations either; there are plenty of profit-driven causes doing much for the world.
 
We’re opening Maloy PR in Lehi City the fast-growing economic engine in Utah. We get to live and work in the heart of one of the fastest growing business locations in the country – Silicon Slopes. There isn’t an organization anywhere that isn’t looking at Lehi individually and Utah overall to locate primary operations or businesses. Utah is where business is happening, and we’re excited to be a part of it.
 
Maloy PR offers high-value public relations programs at reasonable prices. We have no expensive operating costs or overhead, which allows us to provide higher service at better rates.
 
If you believe your organization is on a mission, let us know. We’ll sit down with you and develop a customized public relations program specifically designed to help you accomplish your mission.
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[i] Greg McKeown, essentialism: The Disciplined Pursuit of Less, New York, Crown Business, 2014, Vol. I, 120 – 121.