Why we do social media alongside crisis PR
At first glance, crisis PR and social media management seem like two separate disciplines. One is the high-stakes, behind-the-scenes work of protecting reputations. The other is the visible, everyday task of posting, scheduling, and engaging with audiences. Many agencies specialise in one or the other. We do both because in reality, they cannot be separated.
Crisis PR is our specialism
Crisis PR is at the centre of what we do. It is the phone call that comes late at night, the statement that must hold up under headlines, and the strategy that quietly prevents disasters before they make the news. But if you look closely at how most reputational problems begin today, you will notice the same pattern: almost every crisis starts or escalates on social media.
Platforms are where narratives form, where a single post can go viral for the wrong reasons, and where screenshots live forever. Social media is now the first stage of reputation, which makes it a natural extension of crisis PR.
We understand social media inside out
We have worked with social platforms since the early days of Facebook. That long history matters. It means we understand how algorithms change, how public mood shifts, and how trends rise and collapse. From the first business pages to the current landscape of reels, TikTok, and short-form content, we have seen how fast things evolve and how quickly brands can either succeed or unravel online.
This knowledge is not just technical. It is psychological. We know how people behave on social media, how a single poorly judged comment can undo years of brand-building, and how platforms reward both clever content and controversy with equal speed.
Reputation is the missing ingredient in most social strategies
A strong content calendar, professional design, and clever captions are all valuable. But they are not enough if the reputation behind the content is weak. Brands with unresolved reputational issues see their engagement stall, partnerships pause, and comment sections spiral into criticism.
When the reputation is strong, the effect is entirely different. Posts gain traction, audiences engage positively, and social media becomes a space for growth rather than defence. The link between social success and reputation is obvious to us because we see both sides every day.
Where crisis PR and social media meet
Running social media alongside crisis PR is not about volume of posts, it is about the quality of reputation management behind them. Every caption and campaign we handle is part of a broader strategy. We make decisions on:
When to engage in conversations and when to hold back
How to strike the right balance between relatability and authority
Identifying reputational risks in advance before content goes live
Responding in real time when an issue arises to prevent escalation
This dual approach means that social media is not just about growth, it is also about protection. It becomes the front line of reputation management rather than a separate marketing exercise.
Why we combine both services
What makes us different is not that we “do social media.” Plenty of agencies do that. What sets us apart is that we do it through the lens of crisis specialists. We understand that every post, every reel, and every reply is a reputational choice. Our clients do not just gain a bigger online presence, they gain a resilient one.
In today’s world, there is no clear line between crisis PR and social media. They are simply two sides of the same coin: the management of reputation.