corporate communications

Crisis communication is a subspecialty of PR, and it’s designed to protect and defend an individual, company, or organization facing a public challenge to its reputation.

Crisis communications aim to help an organization minimize damage to its reputation from negative publicity during a critical event or situation.

The best way to handle a crisis is to prevent it from happening in the first place. To do that, companies need to have a crisis communications plan in place.

Even if a company has never experienced a crisis before, it’s important to have one in place so companies can be prepared should something happen.

It is important to have a plan in place before anything happens. Ensure employees know what the plan is so they’re prepared for anything that could happen.

Organizations also need to keep their customer base informed about changes that may impact them directly or indirectly.

Unavoidable Crisis

Some crises, like natural disasters and unexpected deaths, are unavoidable. Some others can be prevented with proper planning and preparation.

When a crisis strikes, it is essential to communicate quickly and clearly with every stakeholder group. This has to be done through a carefully planned communications strategy.

The process begins by gathering information to assess the situation and identify key messages. Companies should then engage with stakeholders to ensure the message is getting through.

If necessary, they may also engage third parties such as industry experts, financial analysts, or government officials.

When a crisis strikes, speed is everything. A crisis can quickly escalate and disrupt a business, damage its reputation, and cost it millions of dollars in lost revenue – all in just a matter of hours.

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An effective crisis communications strategy can help companies turn a potential disaster into an opportunity.

Taking the time to plan for potential crises will enable companies to respond quickly and confidently when that next big challenge hits.

Ronn Torossian is the founder of NY based PR Firm, 5W Public Relations. Torossian is also founded The Ronn Torossian Foundation to support global charitable initiatives. 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.