As Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Effective crisis communication is essential for protecting your organization’s reputation and minimizing any long-term damage. Whether you’re a healthcare provider, nonprofit, law firm, or government agency, having a crisis communication plan can make all the difference.
Pushkin PR, a 2025 Best PR Firm in Denver, has extensive experience guiding organizations through challenging situations to help them respond quickly, responsibly, and transparently.
Develop a Crisis Communication Plan
It’s never good to try and figure out what to do in the midst of a crisis. Preparation is key. Before a crisis occurs, develop a comprehensive crisis communication plan that outlines roles, responsibilities, and checklists. Pushkin PR can help you create a customized crisis communication plan that includes:
Designated spokesperson(s)
Assignments for crisis team members
Contact information for internal and external stakeholders
Pre-approved message templates
How to update stakeholders via media, social channels, and your website
Designate A Credible Spokesperson
Typically, the CEO or Executive Director serves as the spokesperson. If that person is not comfortable in that role, it is important to designate someone who is credible, can communicate with compassion, and can keep their cool under pressure. Pushkin PR offers specialized media training to ensure your spokesperson:
Communicates clearly and confidently
Provides accurate information in a calm and empathetic manner
Reinforce your organization’s values while addressing the crisis directly
Act Quickly and Transparently
During a crisis, things can escalate rapidly. The more you delay your response, the more time you give others to form an opinion. Your delayed response might result in a loss of trust, which is difficult to earn back. It might cause people to wonder if you actually care, and that perception can result in long-term damage to your reputation. That’s why speed and honesty are critical. Pushkin PR provides crisis communication training to help clients:
Set the right tone for all crisis communication
Craft swift, accurate statements
Ensure transparency by sharing confirmed facts without speculation
Provide frequent updates as new information becomes available
Prioritize Internal Communication
Keeping your internal team informed supports a unified message. Pushkin PR can assist by providing internal communication support:
Develop internal talking points for consistent messaging
Providing staff guidance on responding to public and media inquiries
Making sure your team feels informed and supported
Use Multiple Communication Channels
Different audiences access information through various channels, and sharing your message on your branded social media platforms enables you to shape the narrative. Recognized as a 2025 Best Social Media Marketing Agency in Denver, Pushkin PR directs your key messages to reach the right people by leveraging multiple earned media, owned media, and shared media channels.
Press releases, media statements, interview prep, and updates for media outreach
Social media for real-time updates
Email for direct communication with clients or stakeholders
Using your website as a central hub for credible information
Show Empathy and Accountability
In times of crisis, people expect organizations to demonstrate compassion. Pushkin PR helps craft messages that let stakeholders know you are concerned and accountable. This approach helps rebuild trust.
Monitor and Respond
Pushkin PR uses advanced media monitoring tools to track news coverage, social media conversations, and public feedback. We can alert clients when misinformation or rumors spread and address concerns that need attention to prevent issues from escalating.
Conduct a Post-Crisis Review
Once the situation is resolved, Pushkin PR will conduct a thorough review to analyze what worked and what didn’t, refining your crisis communication plan for future challenges.
Why Partner with Pushkin PR
At Pushkin PR, we specialize in developing crisis communication plans that protect your organization’s reputation. Consistently voted as one of Denver’s Best PR firms, our experienced team provides:
Customized crisis response strategies and training tailored to your industry
Spokesperson training and media coaching to ensure confident messaging
Real-time communication support during a crisis to guide you every step of the way
By partnering with Pushkin PR, you can feel confident that your organization is prepared to manage communication effectively when challenges arise.
Contact us today to learn more about our crisis communication services.