How to choose a crisis PR firm: the questions to ask before you hire one
When something goes wrong in public, you usually need help fast. That’s exactly when people make rushed decisions about who to trust with their reputation. You’re stressed, you’re scrolling through websites at midnight and every crisis PR firm seems to promise the same thing.
So here’s an honest guide to choosing one, including the questions we’d want you to ask us.
What does a crisis PR firm actually do?
A crisis PR firm helps people and organisations respond when something threatens their reputation. That might be a journalist asking for comment, a social media backlash, a legal case, an allegation, or old coverage that still dominates Google years later.
In practice, that means handling press enquiries, writing statements, preparing people for interviews, working alongside lawyers, advising on social media and dealing with what people find online afterwards. A good firm also tells you when not to respond at all.
The questions to ask
Have you dealt with situations like mine?
Not identical, but similar. A firm that mostly handles product recalls may not be the right fit for a personal allegation, and the reverse is true too. Ask for examples. They won’t be able to name clients, but they should be able to describe the type of work.
Who will actually be working with me?
Some firms win the work with a senior person and then hand you to a junior team. Find out who answers the phone at 11pm when a story drops.
Will you tell me when I’m wrong?
This one matters more than people realise. You don’t need someone who agrees with everything you say. You need someone who will ask hard questions, check your version of events and push back when your instinct will make things worse.
Do you work with lawyers?
In serious situations, you often need both. A lawyer tells you what you can and can’t say. A crisis PR firm helps you decide what you should say, how and to whom. The two should work together, not against each other.
How do you handle the online side?
Today a crisis doesn’t end when the news cycle moves on. It lives in Google results, social media and increasingly in the answers AI tools give when someone asks about you. Ask how the firm deals with search results, inaccurate coverage and what tools like ChatGPT say. If the answer is vague, that’s worth knowing.
What’s your approach to apologies?
Some firms reach for an apology the moment there’s criticism. Sometimes that’s right. But apologising for something you didn’t do can be quoted back at you for years. A good firm will want to know exactly what happened before recommending one.
How do you charge?
Some firms work on monthly retainers, some on project fees, some on day rates. Get clarity at the start, including what happens if the situation escalates.
How do you protect confidentiality?
You’ll be sharing sensitive information. Ask how it’s handled and whether they’ll sign a confidentiality agreement.
Red flags to watch out for
Guarantees. Nobody can promise to remove every negative article or control what a journalist writes. Anyone who guarantees results is either overpromising or planning something you won’t like.
Shortcuts. Fake reviews, fake accounts, pressuring people into silence or misleading journalists. These can backfire badly and become a second, worse story.
One-size-fits-all statements. If every problem gets the same template response, they’re not really listening to you.
Telling you only what you want to hear. It feels good in the moment. It won’t help you in the long run.
Why we do things differently
Traditional PR often comes down to two options: put out a statement or go quiet. We don’t think either is automatically the answer. We look at what actually happened, what the evidence shows, who needs to hear what and where people are finding information about you, whether that’s a newspaper, a TikTok comment section or an AI chatbot.
We’ll be honest with you, even when it’s not what you want to hear. And we won’t help anyone publish something false.
Frequently asked questions
What is the difference between a crisis PR firm and a regular PR firm?
A regular PR firm usually focuses on promotion: getting you coverage, building awareness and launching things. A crisis PR firm focuses on protecting your reputation when something has gone wrong or might go wrong.
When should I hire a crisis PR firm?
Ideally before a story is published. If a journalist has already been in touch, contact a firm straight away. The earlier you get advice, the more options you have.
Can a crisis PR firm remove negative articles?
Not directly. But a firm can challenge inaccuracies, request corrections and updates, and help make accurate information easier to find, which often changes what people see.
Do I need a crisis PR firm if I already have a lawyer?
Often, yes. Lawyers and crisis PR firms do different jobs, and the strongest responses usually involve both.
Need help?
If you’re facing media attention, online backlash or inaccurate information, contact us with a brief outline and any deadline. You don’t need to have it all worked out. That’s what we’re here for.