Assessing PR Agencies for Effective Crisis Management

A brand’s crisis management frequently makes the difference between its success and failure. Crisis management in public relations seeks to protect a brand’s reputation and foster trust with stakeholders, going beyond mere damage control.

Herein lies the role of specialized companies such as Snapdragon Media. With their expertise in handling complex crises, they equip brands with the strategies and tools needed to effectively navigate any challenges they may face.

What is crisis management?

In any kind of business environment, a crisis situation may come at any time, and what tactics a PR firm employs is important. In order to maintain its reputation in the market, the business has to act fast.

The emergency situations can be anything such as:

  • Financial problems
  • Natural disasters
  • Public relations scandals
  • Product rejection.

A coordinated strategy that restores consumer trust while preserving brand integrity is necessary for effective crisis management. To stay flexible in the face of new dangers, organizations need to foresee possible crises in advance and change their plans on a frequent basis.

How will you choose the right PR agency during crisis?

Comfort with the team is paramount at times of crisis. A team of experts that you fully trust and feel at ease must be your agency partner. Since you will be sharing situations with them that you hope never come to pass, you need to have faith in their ability to control and limit the problem should it ever come up.

1) Meet the team members.

Senior executives or committed members of the new business development team will frequently sell the company and then leave after the transaction is finalized. Make sure you get to meet the real team members who will be working on your account during the selecting process. Find out who your daily contact is and how involved top leadership will be.

2) Ask about their experience.

Find out which clientele they have dealt with, who have experienced comparable circumstances or are in related industry. Inquire about the results and how the issues were handled. Find out how long the clients’ connection lasted and, if it ended, why.

3) Understand how they bill.

One of three billing methods is typically used by crisis agencies: hourly, monthly retainer (whether or not you use their services during that month), or a single, fixed cost that covers a predetermined number of hours. Determine your comfort level and make sure the agency is on board.

4) Clearly state the terms of service at the outset.

Before you sign the contract, be sure you know exactly what the agency’s scope of business is. Will you be covered if you sign a crisis-only contract and another PR-related issue arises? How does billing alter if you work more hours than you were supposed to during your crisis?  Be sure you comprehend the entire extent.

Final word

Selecting the right crisis PR agency can be challenging, but thoughtful preparation is key to successful outcome. Properly identifying an agency sets your company up for long-term success. Contact us to discuss crisis preparation services tailored for your needs.