Do you know how to front the media in a crisis?


Crisis management. It’s a task no company ever wants to take on - but one you must always be prepared for.

Global events over the last week have provided an open-book discussion on good… and not-so-good crisis communication management. 

From the growing Facebook data mishap to the Cricket Australia ball-tampering scandal - public relations strategies have been laid bare around the world - and there’s been a lot for us to learn.

The biggest takeaway is a crisis communications management plan. Do you have one? 

Many companies wait until a crisis hits to even consider the question - leaving them scampering off the back foot - often with very disastrous, very public consequences.

The first lesson to learn is to develop a crisis communications management plan - calling in help from a communications and PR expert where needed.

What are the different crises that could potentially affect your company? What is your first-response for the media and the public? How will your team work together as the situation unfolds to ensure clear, consistent communication and a resolution? Who will your spokesperson be?

All these questions can be answered in a solid crisis communications plan.

In preparing a plan, it’s helpful to do your own research. This week’s events have taught us a lot about how to front press conferences during a crisis, the importance of engaging with the public through both digital and traditional media channels, and the strength of having a great spokesperson to carry your messages.

Take a look at companies similar to your own - it can help to determine how they have conducted themselves in past crises. Were they successful? What can you learn from the steps they took?

Expert help is crucial. Communications strategists know the media - they know how to manage timings, the statements that should and shouldn’t be used, and what advice to give you in the moment as a crisis unfolds. 

Don’t be afraid to reach out for help - every organisation needs it - and a good crisis communications plan can ensure your reputation stays intact, your messages stay on track and you minimise any damage to your brand if a crisis does hit.

Don’t hesitate to get in contact if you want to find out more! I help companies across Australia and Europe with their PR efforts, including crisis management plans and expert advice.

Katie Clift

*If this blog post helped, drop me a line at to say hi! You can also grab a free copy of my Public Relations Plan Template, tried and tested internationally for over a decade. What are you waiting for? Upscale your media coverage today!

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Katie Clift