What are the top crisis communication services for managing reputation during a PR crisis? (2024)

Key takeaways from this article

• Crisis plan creation:

  A detailed plan includes potential scenarios and communication protocols to ensure a coordinated response. It's like having a map in unknown territory, guiding you step by step as you navigate through the crisis.

• Robust media training:

  Prepare your team for the spotlight with simulated interviews and key message drills. It's like rehearsing for a play; when the curtains rise, everyone knows their lines and cues perfectly.

This summary is powered by AI and these experts

• Omar Hafiz Founder of The STEARS | Advocate for…

• Mohammad Zaid Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps

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  - Reputation Management Platforms: Brandwatch, Mention- Media Monitoring Services: Meltwater, Cision- Social Media Management Tools: Hootsuite, Sprout Social- PR Agencies with Crisis Expertise: Edelman, Weber Shandwick- Digital Forensics Firms: Kroll, Stroz Friedberg- Legal Counsel with Crisis Experience

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  Media training, in our more than 30 years of practice, should be much more than providing ideas and techniques to client spokespersons when interacting with the media or attending interviews. A good media training program should provide the trends of the media, especially if the clients operate in specific countries or regions, e.g. Asia Pacific. The training should provide pointers for cultural sensitivity, nuances, language and subtext, as these clients attend local media interviews, whether in Thailand, Vietnam, Indonesia, Malaysia, or Singapore. Every country and its media will be different. We believe a good media training should be interactive, and allow role-plays, mock interviews, and critique, and also crisis communication basics.

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• Omar Hafiz Founder of The STEARS | Advocate for Education and Peacebuilding | Community Leader

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  Crafting a robust crisis communication plan is essential for managing reputation during a PR crisis. Top services offer comprehensive solutions tailored to the organization's needs. These services typically include risk assessment, scenario planning, and stakeholder analysis to anticipate potential crises. They provide clear protocols and escalation procedures for swift response and decision-making during crises. Media monitoring tools enable real-time tracking of coverage and sentiment analysis to gauge public perception. Crisis communication teams are trained to deliver transparent, empathetic messaging across various channels to maintain trust and credibility.

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  When creating an overall comms strategy, crisis communications and reputation management should be integral parts of the overall plan. It's necessary for all companies to recognize the importance of having a preemptive crisis plan well-before or if a true crisis happens. Often, I've see many executives who believe this approach is unnecessary, however their views quickly change if things goes awry. An effective crisis plan should identify potential scenarios, all target audiences, and attempt to provide communication that may temporarily placate the situation so there is proper time for evaluation, monitoring, and necessary planning to address the situation via assigned spokesperson. Monitoring is critical before, during and afterward

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• Isabel Salazar Jaramillo Directora General en ElConserje Marketing de Opinión. Si solas podemos, juntas somos invencibles. @isabelsalazarj en Twitter, IG y TikTok

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  Mapear constantemente los puntos débiles y prepararse ante una posible crisis en frío. Ser proactivo es mucho mejor que actuar en caliente con el estrés de una crisis.Nuestra mejor herramienta es lonquw llamamos un War Game, o juego de guerra donde planeamos los peores escenarios posibles y definimos hipotéticamente cómo debería reaccionar la marca si alguno de esos casos llegara a darse: contestamos sí o no, a través de qué mecanismo? Cómo lo haríamos, etc

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  Reputation management is necessary for all companies, and most especially those that must address a crisis or particular issue. PR strategists need to create a consistent online monitoring protocol and analyze all coverage and conversations about the companies, products/brands, and executives they represent. This way, there are no surprises about public perception, challenges or other time-sensitive issues that may arise. Reputation builds over time, however, can easily be tarnished if they don't act swiftly, assess and analyze the information, and strategically plan responses. Companies are judged by the way they interact in outward, public-facing situations. This is all the more reason for ongoing, daily awareness of their reputation.

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  One the most important tools I've found helpful when developing a crisis plan is a framework that clearly identifies the issues, specific tasks, the individuals responsible, and those who will communicate internally and externally during a crisis. Preemptively identifying these tasks, mapping out each area, and the spokespeople responsible are necessary for ensuring a smooth crisis communications effort.

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