What is the first thing a company should do when there is a crisis online?

The first thing to do is analyze the situation quickly to determine if an immediate response needs to be made and, if so, to make it as soon as possible, even if it’s only to say, “We are aware of the problem and are putting everyone’s safety/well-being/economic security/customer satisfaction first, as we always do. As soon as we have more information, we will provide updates…”

And then do so!

The worst thing a company can do is to minimize, fail to show empathy and/or try to cover up the problem and hide it from the relevant publics. It’s critically important to stay in touch, to answer questions, to respond to the news (sound, reliable news—not the social media rumor mill!) as the situation evolves, and to bridge the gap of social distancing.

Well-crafted reassurance and comfort in a time of great upheaval and uncertainty is the most valuable job a skilled publicist will ever provide for you.

An experienced public relations firm will help your company weather the crisis and put out the fire.