When to hire a crisis PR firm, and when you don't need one
Most people hire a crisis PR firm at one of two moments: too late, or in a panic over something that would have passed by itself. Here's how to tell the difference.
The short answer
Hire a crisis PR firm when something could damage your reputation and you can no longer control when or how it becomes public. If a journalist, a court or an online audience now holds part of the story, it's worth getting advice.
If the criticism is small, contained and already fading, you probably don't need anyone yet.
In the UK you'll usually hear "crisis PR agency". In the US it's more often "crisis PR firm" or "crisis management firm". They generally mean the same thing.
Seven times it's worth making the call
A journalist has been in touch. A press enquiry usually comes with a deadline, and what you say next could appear in print. Read what to do when a journalist calls, then get advice before you reply.
An allegation could become public. It may be true, false or somewhere in the complicated middle. Either way, it's easier to prepare before it appears.
Private material may be released. That could be messages, photographs or documents. The earlier we know, the more options you have.
Criticism is spreading beyond your own audience. One angry thread is rarely a crisis. It's different when a TikTok becomes a Reddit thread and journalists start to notice.
A legal matter could be reported. Dates, charges and outcomes are easily misreported, and your legal and public responses need to support each other.
You have difficult news to share. Redundancies and other sensitive announcements can reach the press quickly. Assume what you tell staff or customers may not stay private.
Old coverage is still following you. If a client, employer or investor searches your name and finds an inaccurate version of events, the crisis isn't really over.
When you probably don't need one
Not every angry post is a crisis, and responding as though it is can turn it into one. You may not need a crisis PR firm if:
A few people are criticising you, but it isn't spreading
You've had one bad review that you can deal with directly
The criticism is already fading and a response would only revive it
You have a legal problem with no press interest, in which case you need a solicitor first
If you're not sure, ask. Sometimes the right advice is to do nothing, and it's better to hear that from someone who will tell you honestly.
What to do before you call
Don't post, reply or issue a statement yet
Don't delete anything until someone has looked at it
Save screenshots, links and dates
Write down who has contacted you and any deadlines
Keep the circle small, because every extra person is another possible leak
Tell us if solicitors, regulators or the police are involved
You don't need to have it all organised. Those notes just help us see what needs attention first.
What hiring us involves
The first call is free and it's with Lauren Beeching. An NDA can be signed first if you'd prefer. If you need a solicitor before you need PR, or you don't need PR at all, she'll tell you.
In an urgent situation, work can usually begin within an hour. Full crisis PR support can be arranged month to month or on a retainer. If you only need a second opinion, a one-hour advisory session is £500, including research and a written summary.
We're based in London and work with clients across the UK, United States, Europe and Asia-Pacific. If you're comparing firms, these are the questions to ask before you hire one.
Frequently asked questions
How quickly should I hire a crisis PR firm?
Before you respond, if you can. You'll have far more options before something is published than after it.
Can a crisis PR firm stop a story?
Sometimes, but no credible firm can guarantee it. We may be able to correct a journalist's understanding or deal with the issue behind the story. If publication can't be prevented, we make sure you're ready for it.
Do I need a crisis PR firm in my own country?
Not always. Most situations can be managed remotely, working alongside your local lawyers and advisers where needed.
If something is happening now
You don't need to send a perfectly written explanation. Tell us what has happened, what you're worried about and whether there's a deadline. Speak to Lauren confidentially.