Handling a Crisis that Indirectly Affects You

Ronn Torossian
3 min readApr 17


Companies often face PR crises that are not directly caused by them. These crises can result from natural disasters, political unrest, or actions of third-party suppliers. To handle such situations, it is crucial for companies to have a proactive and strategic crisis management plan. Key steps can be taken to navigate a PR crisis that indirectly affects a company.

When a PR Crisis Indirectly Affects You | Ronn Torossian

Assessing the Situation

To handle a PR crisis, businesses must assess the situation thoroughly. They must gather information and determine the crisis’s potential impact on the company. Companies must consider the long-term implications of their crisis management response. This requires analyzing the situation’s effects on reputation, brand, and financial health.

Developing a Crisis Communication Strategy

To handle a crisis, businesses must create a crisis communication strategy. The strategy must convey key messages to stakeholders and specify communication channels and timing. Honesty and transparency with stakeholders are crucial, even when the crisis is beyond the company’s control or happening within the industry.

Communicating Early and Often

Effective communication is crucial during a PR crisis. Companies must communicate with stakeholders, including customers, employees, investors, and the media. Regular updates are necessary, along with transparency about the impact on business operations. Companies should outline steps to mitigate the situation. Failure to communicate risks damaging reputation and losing trust.

Being Empathetic

With a PR crisis response, it’s crucial to show empathy and understanding to those affected. This includes customers, employees, and stakeholders. Companies must take action to address any concerns, such as offering refunds or compensation. Demonstrating empathy and understanding can help build trust and lessen the negative effects of the crisis.

Taking responsibility

Sometimes, a PR crisis occurs due to external factors or third-party suppliers. Nonetheless, companies must take responsibility for the impact on stakeholders. Transparency is key; companies must discuss their role and the steps they’re taking to address the crisis. Additionally, businesses should own up to any mistakes or missteps that contributed to the situation.

Learning From the Experience

Companies must review their response to a PR crisis and identify areas for improvement. Then, they can make changes to prevent similar situations in the future. Taking a proactive approach to crisis management is essential and preparing for future crises is crucial.

Analyzing the Data

Data analysis is also important when dealing with a PR crisis. Companies must review feedback from stakeholders and analyze customer behavior. This will help them understand the impact of the crisis on their business operations. It will also provide insight into how to handle similar situations in the future.

Focusing on Solutions

In any PR crisis, it is important to stay focused on finding solutions. Companies should identify opportunities for improvement and take steps to address the situation. This may involve changing processes or procedures, updating policies, or making other changes. Companies must also be transparent about their efforts to restore customer trust and rebuild their reputation.



Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“