Less than 50% of US businesses have a formal crisis communications plan, but of those that do, 98% of business leaders who activated it say it was effective. That’s according to a 2023 survey by Capterra.

Trends and tools for effectively navigating a crisis may change, but one fact remains: the best way to manage a crisis is to be prepared before it hits.

At this year’s PRWeek Crisis Conference in Washington DC, communications experts from various industries gathered to share new tactics and analyze headline crisis events from recent years. NP Strategy sent two of its crisis team members, myself and Jamie Lovegrove, to absorb the day-long discussion. Below is a summary of key takeaways and best practices in crisis response for 2024.

Key Takeaways from the 2024 PRWeek Crisis Conference

This year’s conference featured insights from major crisis events involving USA Gymnastics, Southwest Airlines, SAG-AFTRA, and renowned crisis expert Risa Heller.

Preparation and Planning

Despite differing conversations around each crisis, every expert stressed the importance of being prepared in advance. This means having a crisis communications plan tailored to your specific business. A one-size-fits-all approach won’t cut it. Your crisis plan should reflect your organization’s mission, vision, and values to genuinely connect with your audience.

Preparation also involves regular crisis drills with media training. NP Strategy offers in-person and virtual media training, placing clients directly in the hot seat with former reporters asking tough questions. This realistic simulation provides valuable real-time feedback, ensuring your team is ready for any media interaction.

Rapid Response

Timely engagement and communication are key pillars of an effective crisis strategy. It’s crucial to reach your stakeholders promptly, but only with accurate information. In times of uncertainty, it’s better to say, “we are working to gather this information as soon as possible” than to share incorrect details or remain silent.

Technology can aid in rapid response, but it must be used cautiously. Tools like AI can be productive, but they require careful oversight. While speed is important, accuracy is paramount to avoid exacerbating the situation. Always review AI-generated content to ensure it retains a human touch.

Case Studies

USA Gymnastics: Rebranding After A Crisis

Jill Geer, Chief Communications & Marketing Officer at USA Gymnastics, shared the organization’s recovery journey following the Larry Nassar abuse scandal in 2016. Post-trial, USA Gymnastics faced perpetual crises, going through multiple CEOs, filing for bankruptcy, hiring new leadership, and reaching a settlement with survivors. Today, USA Gymnastics is viewed more positively, largely due to a comprehensive rebrand focused on transparency and accountability.

The organization addressed its toxic culture from the top down, making significant personnel changes and rebranding to symbolize transformation and athlete-centric values. This approach has helped repair relationships with key stakeholders and shifted public sentiment.

Southwest Airlines: Just Plane… Canceled

In December 2022, Southwest Airlines canceled 16,900 flights during the busiest travel season, becoming the butt of an SNL joke. Whitney Eichner, who became Senior VP and Chief Communications Officer in January 2023, acknowledged the need for swifter action. She immediately prioritized issuing refunds and addressing employee frustrations. Recognizing employees as primary stakeholders, Southwest provided flight points to all staff, demonstrating a commitment to repairing internal relationships.

Ben & Jerry’s: Staying True To Your Flavor

Ben & Jerry’s Director of Public Relations and Communications, Sean Greenwood, highlighted the importance of leading with values. Since 2009, Ben & Jerry’s has taken public stances on social issues, aligning with its brand values. This approach has fostered a dedicated customer base who appreciate the company’s advocacy on topics like gay marriage, GMO labeling, and environmental protection.

Why Partner with NP Strategy

Effective crisis management involves more than ticking boxes or sending timely emails. It requires tailored strategies built uniquely for your organization. Enlisting an experienced crisis communicator is crucial to navigating and overcoming challenges.

NP Strategy is a strategic communications firm specializing in crisis management. Our team of former journalists, politicos, and public relations professionals offers a wealth of expertise beyond industry norms. Learn more about our crisis communications services and contact us to start developing a crisis plan for your organization: NP Strategy Crisis Management.

Successful strategic public relations can help small businesses truly stand out in today’s competitive business environment. As the owner of a small makeup business, I have seen firsthand how PR enables organizations to establish trust, increase visibility, and cultivate enduring relationships with their audience. By focusing on four key strategies, businesses can harness the full potential of PR.

1) Identify Audience and Goals
Understanding your target audience and clearly defining PR objectives is essential for success. By identifying your audience and what motivates them, you can tailor your PR efforts to resonate with their interests and needs. Whether aiming to increase brand awareness, safeguard reputation, or introduce new products/services, this understanding fosters the groundwork for effective PR campaigns.

2) Craft Compelling Stories
Successful PR heavily revolves around narratives. Engaging stories can effortlessly highlight brand values, accomplishments, and client testimonials that will engage viewers and differentiate your brand from competitors. Authenticity and relevance are vital to building loyalty and trust among your audience.

3) Build Relationships with Media and Influencers
PR efforts are enhanced by building connections with bloggers, journalists, and influencers within the industry. Drawing from my experience, it is imperative to interact with influencers and media sources by providing insightful analysis, original viewpoints, and expert commentary. These collaborations can broaden your audience and heighten your brand’s authority.

4) Monitor and Adapt
PR is ever-changing. Regularly monitoring your audience’s mood, social media interactions, and media engagement provides critical insights into the effectiveness of your campaigns. To maximize positive exposure you need to remain flexible and responsive to PR opportunities and challenges and use data analytics to adjust your strategies based on insights derived from data analysis.

Becoming proficient in strategic PR is crucial for small businesses aiming to distinguish themselves in a competitive market. Utilizing these tips will elevate your brand’s visibility and reputation while forging stronger connections with your audience and achieving substantial business growth.

Big or small, a crisis is any disruption that can impact your company’s operations, reputation and/or stakeholders. We all like to think we respond well under pressure, but oftentimes thinking clearly is farthest from our minds. Having a crisis plan or strategy in place can save you time, money and a lot of frustration in the long run. I worked through several crises during my time as the Public Information Officer at Charleston County Government including hurricanes, major flooding, an ice storm, civil unrest after a jail death and other HR issues. Here are a few key strategies to consider during a crisis: 

1) Act quickly

Time is not your friend during a crisis. Gather information about what has occurred as quickly as possible. 

2) Don’t ignore the media

“No comment” = “I’m guilty.” Don’t let others tell your story. Carefully crafted messaging can help shape the narrative even if you aren’t able to share everything. If necessary, recognize any wrongdoing, express empathy for those involved, focus on strategies moving forward, and restate what your mission/focus is as a company. 

3) Know your stakeholders and how to reach them

One of the biggest takeaways as a PIO is knowing who your stakeholders are. Remember, oftentimes they are also your employees. When a hurricane threatens the coast, it wasn’t just residents who we needed to communicate with. It is also the hundreds of employees who need to make plans for their families and pets before preparing to report to work emergency operations during a storm. Charleston County is huge and there are rural areas where not everyone uses social media or the internet to get their information. Knowing who your audience is, is just as important as knowing how to reach them.

4) Evaluation

Continue to monitor the situation. Track any media reporting and understand the public sentiment involving the crisis. Adjust messaging if necessary. 

A crisis doesn’t have to be the end of your brand or company. Learn more about the crisis services NP Strategy offers at https://www.npstrategy.com/services/crisis-management/. 

Launching a new project, opening a new business, or implementing a new initiative has a greater chance of success when you can build public support. Navigating your community’s unique culture, values and socio-economic dynamics is crucial to fostering this support. However, engaging a community involves much more than just making a social media post. Here are a few strategies to consider for meaningful and impactful engagement:

Understand the Community

The first step in community engagement is understanding the community you aim to engage with. Each community is unique, with its own set of values, concerns and priorities. Take the time to research and listen to the community members. What are their needs? What issues are important to them? Understanding these factors will help tailor your approach and build genuine connections.

Communication

Effective communication is the cornerstone of community engagement. Establishing open channels of communication allows for meaningful dialogue between stakeholders. Utilize various platforms such as town hall meetings, social media, community forums, or newsletters to reach a wider audience. This ensures that your message is heard and that you can gather valuable feedback.

Build Relationships

Building trust and rapport with community members is essential for long-term engagement. Take the time to build relationships based on mutual respect and understanding. Engage with influencers and top organizations at local events to grow your network and establish a strong community presence.

Customize Engagement

Recognize that one size does not fit all. Tailor your strategies to meet the unique needs and preferences of your community. Consider factors such as demographics, cultural sensitivities and accessibility when designing engagement activities. Utilize diverse formats such as workshops, surveys, storytelling sessions or interactive digital platforms to engage a broader spectrum of community members.

Embrace Feedback

Community engagement is an ongoing process that requires flexibility and adaptability. Embrace feedback as an opportunity for growth and improvement. Actively listen to concerns, suggestions, and critiques from the community and be willing to adjust course when necessary. This will demonstrate your commitment to meeting the community’s needs and fosters a collaborative environment.

Navigating community engagement requires a thoughtful and inclusive approach that prioritizes understanding, communication, collaboration and relationship-building. By investing time and effort into building genuine connections with the community, you can foster trust, garner support and create positive change together.

Learn more about how NP Strategy can support your community engagement today: https://www.npstrategy.com/services/community-assessment/

CHARLESTON, S.C. [May 23, 2024] –  NP Strategy, a strategic communications firm providing crisis, media and public relations assistance, continues to grow its presence in the Lowcountry with the hiring of Belle Fortson who will work in the Charleston office as a Coordinator. Fortson’s extensive experience with crisis communications and social media will help better meet the needs of NP Strategy’s clients.

“We’re thrilled to have Belle join us full-time after a year of growing through an internship with our team in Charleston,” said CEO Heather Hoopes Matthews. “Belle was always quick to volunteer for projects, support multiple social media accounts, and worked alongside me to formally launch our crisis communications response team. I know she will continue to deliver exceptional results for our clients and we’re eager to see her mature into this new role at NP Strategy.” 

Having recently graduated from the College of Charleston with a Bachelor of Arts in Communications and a Bachelor of Arts in Spanish, Belle brings a fresh perspective and a passion for crisis communications to the ever-growing NP Strategy team. Before her internship at NP Strategy, Belle interned at a social media agency in Barcelona, Spain, communicating fully in Spanish with coworkers and businesses. Belle’s background also includes graphic design, media monitoring, and crisis management, making her a valuable addition to NP Strategy.

“I am ecstatic to have the opportunity to grow in my skills and advance my experience in crisis communications, content creation, and more,” Belle Fortson said. “I have witnessed firsthand the talent and dedication among the professionals at NP Strategy, and I am honored to be able to join this team and serve our clients.”

A Greenville, SC native, Belle moved to Charleston in 2020 to attend the College of Charleston. During college, she completed a Capstone course called the COMM Agency where she held an account executive position for the Charleston Wine + Food Festival and the College of Charleston Office for Student Success. Fortson is fluent in Spanish and served as the president of her sorority, Kappa Delta, in 2022.

Reach Belle Fortson at belle@npstrategy.com

Stories resonate on a personal level, fostering empathy and understanding. Whether you’re a brand, influencer, or individual, storytelling can transform your social media strategy. By weaving personal narratives into your content, you humanize your brand, showcase values and establish a unique digital identity.

Consider these key strategies:

1. Understand Your Audience
Knowing your audience is essential. Research their demographics, interests, challenges, and aspirations. Tailor your stories to resonate with their experiences and emotions.

2. Embrace Authenticity
Authenticity builds trust and rapport. Share genuine, relatable stories reflecting your values and personality. Embrace vulnerability—authenticity connects more than perfection.

3. Evoke Emotions
Emotions drive engagement. Craft stories evoking joy, nostalgia, inspiration, or empathy. Emotional resonance makes stories memorable and shareable.

4. Spark a Dialogue
Encourage interaction with thought-provoking questions or calls to action. Invite your audience to share their experiences, turning your story into a conversation starter.

5. Be Consistent
Consistency builds a loyal following. Develop a storytelling style and voice aligned with your brand. Regularly share stories reinforcing your message and values, keeping your audience engaged.

Many brands and individuals have successfully used storytelling on social media to foster deeper connections, drive user engagement, and enhance brand loyalty. For example, Coca-Cola’s “Share a Coke” campaign produced 25 million new Facebook followers and over 500K user-generated content and GoPro’s user-generated content strategy resulted in 130K website visits and 42K customer posts.

Learn more about NP Strategy’s digital and social media services and contact us to discuss your organization’s social media storytelling strategy: www.npstrategy.com/services/digital-and-social-media.

Corporate Social Responsibility, widely known as CSR, is important to implement as it shows that an organization recognizes and acts upon its ethical obligation to positively contribute to society and its stakeholders. When implemented successfully, CSR has tremendous benefits for a public relations strategy, as it helps organizations steer with a moral compass to navigate relationships with key internal and external audiences, such as employees, consumers, investors, community members and media. This fosters an environment of trust and support by mirroring what the organization and its stakeholders find value in.

The reality is that including CSR in your PR strategy is more important now than ever. One evident reason is that the rise in technology and social media have afforded people a closer look at what their favorite brands are doing. Another reason is related to the behavioral trends of the Gen Z and Millennial demographics, which are two groups that have a significant place in both the consumer and workforce spaces. A study by Deloitte found that companies are more likely to retain their Gen Z and Millenial employees for more than five years by taking action on the specific needs in their communities in an impactful way. (Deloitte, 2022) Internal and external stakeholders want to see that these brands they support are not just talking the talk, but that they are walking the walk with their social and environmental actions.  With this in mind, there is a growing importance for companies to ramp up their tactical approaches to ensure there is consistency across the board that reflects the organization’s goals and its audience’s expectations. Here are three ways that a healthy CSR culture can benefit an organization’s public relations strategy.

1. Sense of Belonging Amongst Internal Stakeholders: CSR initiatives can create a sense of identity, belonging and camaraderie among employees by bringing them together to work towards a common goal that goes beyond business objectives. Whether it is participating in team-based service activities or creating fundraising efforts for specific causes, including employees in CSR opportunities can strengthen interpersonal relationships and build a positive organizational culture based on shared values. This sense of belonging fosters trust among leaders and team members, leading to a more supportive work environment where employees champion their employers’ societal contributions as brand advocates.

2. Increased Positive Media Coverage: Including CSR initiatives in your media strategy is a great way to convey emotional appeal to external audiences as journalists are often interested in stories that have a positive impact on society and the environment. Organizations can do this by leveraging CSR-related press releases, events, partnerships, and social media campaigns. This authentic storytelling can help organizations gain visibility, reach new audiences, and build trusting relationships with members of the media.

3. Differentiation = Competitive Advantage: CSR initiatives can serve as a source of differentiation and competitive advantage in crowded markets. Baking CSR into a public relations strategy will help organizations differentiate themselves from competitors by sharing their own unique values to appeal to specific audiences. This unique positioning can help attract new customers, retain existing ones, and strengthen overall brand identity by offering something beyond just the product or service itself. By demonstrating this true commitment to building CSR opportunities off of existing organizational values and social responsibilities, brands will build stronger relationships with stakeholders to achieve long-term success.

In summary, integrating CSR into public relations can deliver great benefits to an organization, such as creating successful team building, positive media coverage and a unique competitive advantage. With our specialization in implementing the best practices to serve organizations with strategic communications work, NP Strategy can be a strategic partner in integrating CSR into an organization’s overall communications strategy, enhancing its reputation, and creating positive social impact.