Your Agency for Crisis PR and Crisis Management in Munich
Dieselgate, cyberattacks, food scandals – crises may seem like issues only large corporations face. But risks are everywhere. Small and mid-sized companies can be just as affected. With professional crisis PR and crisis management, you are prepared to handle any emergency with confidence.
What is professional crisis PR?
Crisis PR manages the communications side of a crisis with the goal of maintaining trust, ensuring transparency, and minimizing reputational damage. It addresses all relevant stakeholders – from employees to the media to the public.
At its core lies one key question: What do we say – how, when, and to whom?
To answer this, various measures are employed: press releases, internal updates, Q&As, social media responses, or personal statements from senior management.
Responsibility typically lies with communications departments, press officers, or agencies. Crisis PR is effective when it is honest, swift, and coordinated – translating the facts of crisis management into a clear and credible message.
Crisis PR vs. Crisis Management – What’s the Difference?
Crisis PR is the communicative support during a crisis – both internally and externally. It ensures clear messaging, media coordination, and credible public appearances.
Crisis Management, on the other hand, covers all organizational measures a company takes to operationally handle an acute crisis, control its impact, and limit collateral damage. At its core are concrete decisions and processes that secure the company’s ability to act – for example, during product recalls, system outages, or legal risks.
Responsibility usually lies with executive leadership, risk management, legal, and specialist departments. What matters most is coordinated, swift action with clearly defined responsibilities. The central goal: resolve the root cause of the crisis and guide the company safely through the situation.
In short: Crisis PR asks “What do we say?” – Crisis Management asks “How do we solve the problem?”
Crisis PR is considered the supreme discipline of communications due to its unique demands.Claudia Thaler, Managing Partner consense communications
When should I start with Crisis PR – Only in an emergency?
Crisis PR should not begin only once an emergency strikes. Companies that define communication strategies, key messages, and processes in advance can respond faster and more confidently when a crisis occurs. Early preparation – preventive crisis PR – protects both reputation and the ability to act.
How does a communication consultancy support in a crisis?
As a PR agency in Munich, we develop statements, coordinate media inquiries, advise on wording, and ensure clear communication with all stakeholders. We help you avoid communication missteps and guarantee a fast, credible response to the outside world.
How can I prepare my company for a potential crisis?
With a crisis communications plan, clearly defined responsibilities, spokesperson training, and pre-prepared materials. An agency can support you with risk analysis, the development of core messages, and the setup of the right communications infrastructure.
The 7 success factors for credible crisis PR
Speed
In a crisis, time is a critical factor. Those who respond quickly can actively shape the flow of information and prevent speculation. The first message doesn’t need to be final – but it must clearly signal: We have recognized the situation and we are taking action.
Transparency & Honesty
Half-truths, evasions, or sugarcoating problems almost always lead to a loss of trust. A better approach: communicate openly about what is known – and what is not yet clear. Clear, factual language builds credibility.
Consistency
All channels and spokespersons must be aligned in their messaging. Media, customers, employees, and partners should never receive contradictory information. This means defining central messages and adhering to approved communication guidelines.
Targeted Messaging
Not every audience requires the same information or tone. Employees seek context and reassurance, the public expects transparency, customers need to understand concrete implications – and journalists want quick facts. Different needs call for tailored communication.
Leadership Involvement
Credible communication requires clear accountability. Senior management – ideally the CEO – should be visible and approachable, especially during far-reaching or reputation-relevant crises.
Dialogue, Not Monologue
Good crisis communication is never a one-way street. It invites questions, offers feedback channels (e.g., for employees or on social media), and takes legitimate criticism seriously. Only by listening can trust be regained.
Preparation (Prevention)
Successful crisis PR or crisis communications begins long before the crisis hits. This includes a crisis manual, training sessions, coordinated processes, media distribution lists, pre-approved text modules, and established monitoring systems. These measures minimize response times – and help avoid mistakes.
Benefits of Professional Crisis PR & Communications
- Develop communication strategies that build trust and foster dialogue
- Implement concepts that are embedded within the organization and drive its development
- Support change processes that create acceptance and generate resonance
- Design trainings and workshops that enable new perspectives – for both teams and individuals
