By Kwyn Lowe, senior account executive at Evolve PR and Marketing –
If there’s one thing we’ve learned in our 13 years as a business, it’s that a crisis can emerge at any time, putting your business or organization in the spotlight for all the wrong reasons. Whether it’s a local incident in Arizona or a situation that gains national attention, having a crisis communications plan in place is essential for protecting your company’s reputation and maintaining trust with the public and your internal team.

Here are the critical steps you need to follow when a crisis occurs, alongside key considerations for collaborating with your public relations team to navigate the situation effectively.
- Contact Your PR Team Immediately
The first rule of crisis management is to act fast. If a crisis occurs, your PR team should be the first call you make—regardless of the time of day or night. The sooner your team is aware of the issue, the faster they can begin strategizing to contain and address the situation. Time is of the essence, as public response and media inquiries can begin within minutes.
- Strategize Internal Messaging with Your PR Team
Before addressing the media or the public, you and your PR team must craft a unified and consistent message. Start by communicating internally with staff and key stakeholders:
- Staff Communication: Instruct employees not to respond to any media inquiries directly. Instead, defer all requests to the PR team. Provide contact details, such as a spokesperson’s name and phone number.
- Consistency: Ensure everyone in your organization is aligned with the message to avoid conflicting information. Staff should remain calm and professional when approached by the media as they redirect them to the PR team.
- Craft a Media Statement
Your PR team will prepare a media statement to address the situation. In most cases, this statement will be reactive — issued only in response to direct inquiries. However, your team and the PR team may decide to post it proactively on social media or your website, depending on the severity of the crisis. A well-crafted media statement should:
- Be brief, factual, and human.
- Acknowledge the situation without speculating or oversharing details.
- Avoid the phrase “no comment.” Instead, say, “We are gathering information and will provide updates as soon as possible.”
- Manage Media Interactions
In times of crisis, media outlets will seek as much information as they can. Your PR team will take charge of all media inquiries, ensuring the messaging remains consistent and professional. For organizations based in Arizona, it’s important to understand your legal rights:
- If you are privately owned, you can refuse media access to your property. Though it’s worth noting that media can remain on public sidewalks.
- If the media attempts to access your property or business, staff should politely ask reporters to leave and provide the PR team’s contact information if necessary.
- Avoid reacting to reporters recording or asking loaded questions, any reaction will likely be filmed. Stay calm and let your PR team handle communications.
- Monitor and Share Media Coverage
Your PR team will monitor media mentions and social media for news related to the crisis. Staying informed about the narrative allows you to tailor future messaging as needed. Media monitoring ensures you can quickly address any inaccuracies or emerging issues.
- Ongoing Communication
Crisis situations are often fluid, with details changing as new information becomes available. Maintain close communication with your PR team to ensure messaging remains timely, accurate, and relevant. Whether it’s an internal update to staff or a public-facing statement, consistent communication helps preserve credibility.
Additional Tips for Managing Crisis Communications
- Stay Calm: A calm demeanor reassures stakeholders and minimizes panic.
- Be Transparent: Admit when you don’t have all the information but commit to providing updates as soon as possible.
- Show Concern: Demonstrate empathy and compassion in your messaging.
- Don’t Speculate: Avoid making assumptions or false promises. Stick to what you know.
- Practice Professionalism: If you need to ask the media or individuals to leave your property, do so calmly and politely.
Why Crisis Communications Matter in Arizona
Arizona businesses, like organizations everywhere, face unique challenges when dealing with a crisis. From localized incidents to national headlines, how you respond in the critical first hours can make all the difference. Partnering with an experienced PR team like Evolve ensures you are prepared to navigate the complexities of media relations, legal considerations, and stakeholder communication.
By having a well-defined crisis communications plan and working closely with your PR team, you can effectively manage any crisis, mitigate reputational damage, and emerge stronger on the other side.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.