While the standing of agencies offers some insight into the calibre of their staff, it's ultimately the individual's expertise and ability that determines the outcome in a PR crisis.

The challenge lies in identifying a truly effective individual to safeguard the hard-earned reputation of your business or client. This is especially tricky when the ideal result is to preempt a potential PR disaster, rather than merely mitigate it.

While academic qualifications in PR carry weight, true expertise in crisis situations comes through experience.

Over our ten-plus years working both with and against the media, we've learnt that effective crisis PR demands a unique set of qualities, which few possess. Here are 12 key questions to help you identify the best crisis communication experts for the upcoming year, whether you're an in-house PR looking for improved crisis management or a senior agency member aiming to increase market presence:

1. Are they both respected by the media and a known authority in their field, with their work easily searchable on Google?

2. Can they respond immediately when faced with a potential PR crisis?

3. Do they understand that the optimal result is preventing a media crisis and provide a credible way to achieve this?

4. Can they devise an effective strategy to persuade publishers and broadcasters against airing false claims, beyond merely issuing a denial?

5. Are they well-versed in essential regulatory and legal safeguards for reputation, crucial for effective crisis PR, and know how to implement them?

6. Do they have proven experience not just as, for example, a journalist but also in countering misguided journalism—a distinct skill set?

7. Can they showcase expertise in crisis PR, distinct from other PR disciplines?

8. Do they have an impressive client list without ties to clients so controversial they might tarnish the reputations of those they represent?

9. Have they gained insight into media operations from firsthand experience?

10. Have they been involved in editorial decisions, gaining an understanding of the decision-making process?

11. For litigation communications, does the individual possess both litigation and media expertise, as well as a comprehensive understanding of the laws around legal proceeding reporting?

12. Can you trust their advice, rooted in a robust personal value system?