The Rise PR Blog

Reputation and how to manage it

10 March 2011

Crisis comms and corporate reputation are amongst the most challenging PR disciplines. I had some early insight into this when I worked in the press office at PricewaterhouseCoopers, when a partner incorrectly criticised part of the then Chancellor Gordon Brown's budget.

A very dramatic few hours ensued, with the PR and Public Affairs teams working together to best manage the flak that was heading PwC's way. This was achieved with aplomb, thanks mainly to the fact that there were some pretty experienced heads in the room and there was a plan in place for what to do in such an occurance.

How this has all changed with the advent of social media is what this article on Freelance UK addresses. In it I discuss how social media can take what once might have been a minor incident into something more widespread, which is certainly true. But the fact is that the basic principles of crisis and corporate comms haven't changed at all.

Whether its digital or traditional media any organisation is going to want someone experienced, that has been there and done it a few times and can offer a reassuring presence and clear insight as to the best course of action. Preparation is also key and it never fails to surprise me when businesses have no crisis comms planning in place. If you are a start-up you might feel it is not necessary but as with so many things you never know you need it until you do.

I hated cubs and left after a few months - couldn't do knots, got passed over for seconder - but the 'be prepared' motto is as relevant for crisis comms in the digital age as it was with traditional media. Or indeed as it was with small boys chanting their allegiance for god and the Queen.