Recovering from a PR crisis is one of the most challenging issues a company will ever have to face. Get it wrong and you might never recover. Below I have highlighted five steps that should be part of any crisis PR recovery strategy.

Be Empathetic

If your business is affected by a crisis, whether it's your fault or not, it is essential that you acknowledge the crisis and express your feelings early. Deflecting blame or failing to express sympathy appears callous and unconcerned which are two qualities no brand want to be associated with. It is important to get your facts straight before making any kind of public statement is important, but expressing genuine empathy for anyone harmed, injured, or killed must be your first response.

Get Your Message Out Quickly

In the first few hours after a crisis, a huge amount of misinformation spreads online. It is imperative that your company’s voice is heard within the first 6 hours of a crisis PR situation. Companies need to be assertive and react to the crisis quickly. Get your facts straight, reach out directly to principle stakeholders first, and, once everyone is on the same page with the message then start talking to the world.

Be Fully Transparent

Fully transparent crisis communications demonstrates confidence in your product and your manufacturing and distribution methods. Very few companies or industries have the courage to be fully transparent. After a crisis, it might be the only way to rebuild your reputation.

Put a face on the industry

The media hates a vacuum. If you don't put a face on the industry, others will, and it might not be the face you want to show the public. The media and the general public want to hear from those in the field, those who do the work. It is essential to offer a group of individuals who are prepared to speak on the crisis.

Train Your Company Spokespeople

Letting an untrained spokesperson speak to the media can have damaging effect on your company in times of a PR crisis. An untrained person might not realize how easy it is to be misinterpreted or misquoted or be tricked into saying something by wily journalists. Companies need to commit to training a handful of spokespeople—including those in the field—on the key messages they want to convey in times of a crisis. Everyone must sing from the same hymn sheet to create a coherent and consistent message.