Public Relations Specialist how-to

How to Respond to a Crisis

Fast, honest communication protects trust.

Updated By the Career Education Institute Curriculum Team
Quick answer

Fast, honest communication protects trust. In short: gather; activate; draft, then complete the remaining steps below.

Step by step

  1. Gather the facts.

  2. Activate the crisis team.

  3. Draft a holding statement.

  4. Choose spokespeople.

  5. Communicate with stakeholders.

  6. Monitor and update.

Safety reminders for public relations specialists

  • Protect confidential information
  • Avoid misleading statements
  • Follow disclosure rules
  • Manage stress during crises

Press release · Pitch · Media kit · Earned media · Spokesperson · Talking points: see the full public relations specialist glossary.

More public relations specialist how-to guides

Learn this in Public Relations Specialist trainingTake the practice test
Enroll in trainingTake fit quiz