What does a crisis PR firm actually do... and do you need one?
Why crisis PR firms exist
Most people think of PR as red carpets, press releases, and getting into glossy magazines. Crisis PR is the opposite. It’s what happens when you don’t want the press attention — but you’re getting it anyway.
A crisis PR firm steps in when something’s gone wrong and your reputation is at risk. That might be a lawsuit, a social media scandal, leaked emails, or an accusation that spreads faster than you can say “no comment.”
And while traditional PR is about promotion, crisis PR is about protection. It's quieter, faster, and much more serious. In many cases, it’s the difference between a reputational bruise and a full career implosion.
What a crisis PR firm actually does
Crisis PR isn’t just about spin. A good firm does far more than write a statement and hope for the best. Here’s what’s really involved:
1. Situation analysis — fast
The first job of any crisis PR firm is to figure out what’s happening, how bad it is, and what the real risks are. That means reviewing evidence, timelines, platform activity, past behaviour, media history, and potential future leaks. All within hours.
2. Message control
The firm will help craft a holding statement, internal comms, and if needed, a public response — while coordinating with lawyers and agents behind the scenes. Sometimes silence is the strategy. Sometimes transparency works better. The key is control.
3. Risk mapping
Who’s most likely to amplify the issue? Are journalists watching? Is there a lawsuit risk? A good firm will map out every risk and prepare for all of them — including trolls, rivals, and former employees looking for their moment.
4. Content and platform management
This includes reputation monitoring, platform audits, post takedowns (where possible), and briefing any team members who might accidentally make things worse. If your old podcast clip or Facebook post is about to resurface, they’ll find it first.
5. Media negotiation and press blocking
Crisis PR firms often deal directly with journalists, editors, and producers. They might correct misinformation, push legal boundaries, or negotiate a softer headline. This is not something a junior press officer should attempt alone.
6. Long-term strategy
Once the initial chaos has passed, the firm will guide you on rebuilding — whether that means public re-entry, brand relaunch, or a deliberate low profile. The goal is not just survival, but reputational recovery.
What makes a crisis PR firm different from a regular agency?
Most PR agencies are set up for growth — campaigns, events, outreach, and ongoing media coverage. They’re brilliant for building visibility. But if things go wrong, they often panic, freeze, or give advice that sounds good in theory and awful in reality.
A crisis PR firm is built for chaos.
They work fast, under pressure
They understand defamation, legal limitations, and mental health risks
They know when to fight and when to disappear
And crucially, they’re discreet. A good crisis PR firm won’t parade their client list. Their job is to keep reputations intact — not to use your crisis as a case study.
When should you hire a crisis PR firm?
It’s not just for celebrities or billion-dollar brands. Honest London has worked with:
Public figures accused of misconduct
Creators targeted by fake screenshots or campaigns
Founders whose old tweets resurfaced
Small businesses facing customer-led backlash
People going viral for the wrong reasons
If you're:
Receiving press or legal threats
Trending online for something negative
Being accused of something serious
At risk of being doxxed, stalked, or harassed
Losing brand deals or clients over a rumour
You probably need professional help — fast.
How to choose the right crisis PR firm
1. Check their experience
Ask about past cases. They may not give names, but they should know how to handle reputational damage in your industry.
2. Look for discretion
Avoid firms that brag. The best crisis PR firms are invisible until you need them.
3. Test their speed and tone
Send a sample scenario. Are they reactive? Strategic? Do they suggest silence or escalation? You’ll know quickly if they understand the real risks.
4. Understand the cost
Crisis PR isn’t cheap — but it’s cheaper than losing your business, career, or mental health. Some firms charge a monthly retainer. Others work on a case-by-case emergency fee. Make sure expectations are clear.
Final thought
A crisis doesn’t always look like a crisis at first. Sometimes it starts with a DM from a journalist. Or a trending hashtag. Or a gut feeling that something isn’t quite right.
A crisis PR firm doesn’t just save your reputation. It saves your time, your headspace, and your future. Because if you handle things wrong in the first 24 hours, it’s very hard to undo the damage.
Need help from a crisis PR firm?
Honest London works discreetly with individuals and brands facing serious reputational risk — from false allegations to viral controversies. [Get in touch here] and let’s get it under control.