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. 

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.