Mastering proactive public relations: Essential preparations before crisis communications
More and more, as PR professionals, we’re seeing news stories blow up over company controversies that could’ve been nipped in the bud.
Take Uber’s 2017 scandal with CEO Travis Kalanick, for example. The popular ride-sharing app took a big hit, facing accusations of discrimination, sexism, and harassment. The company’s reputation tanked as negative media coverage piled up, and they didn’t own up to their mistakes or show any empathy, resulting in Kalanick’s resignation.
This wasn’t the only mess Uber faced that year. The company kept promising to change and acquire leadership help, but it proved to be empty promises as the company lost employees and faced scandal after scandal. Uber in this sense became a clear example of a company ignoring the importance of proactive PR practices until it was too late, resulting in the use of miscalculated reactivity.
What is Proactive PR
At first glance, the term “proactive PR” may seem complex, but it’s pretty straightforward once broken down. Essentially, it’s about staying ahead of issues before they escalate and it’s too late. Eloquently put by Sherlock Communications in a recent article, it is the practice of continuously strengthening your brand’s postion and reputation regarding the public, utilizing a strategy that radiates the ideals of what makes your brand unique and why consumers should choose you over others. In other words, proactive PR is used to showcase a company or brand’s values and strengths, and constantly reinforce how they emulate them in real time.
The term proactive in this sense signifies that it is a never-ending practice, in hopes that if a scandal or controversy were to occur, the company would have a strong, credible, ethical, and value-based foundation to stand on. In addition, these types of PR practices aim to build new relationships and connections with the public and leadership officials, constantly finding new ways to strengthen ties and foster deep relationships.
Why it is Essential for Your Business
Proactive PR is one of the most overlooked investments by many companies, and with the current positioning of the field, it is essential now more than ever. Individuals hold significant influence over the ways companies are talked about and viewed and have the freedom and platforms to share their truths, making it detrimental that companies foster these positive interactions and relationships early on.
It is equally true that if an unexpected crisis or scandal is to arise, proactive PR provides a safety net of strategies, qualified indivudals, and communication plans to prevent the crisis from growing further. Without this pre-planning, your company is vulnerable to staying in a fragile state for longer, making it only harder to recover. A recent article by The Street sums this idea up perfectly by stating that utilizing proactive PR is like buying car insurance, it is something you need to have before a problem arises, or else it’s too late to be strategic and all you have left is a broken car and an empty wallet.
By pre-investing in proactive PR, you can keep your business air-tight and resilient. This is because the strategy prioritizes long-term thinking, consistency, and transparency to best equip your business with the tools to come out on top of any given situation.
Proactive PR Best Practices
While exploring best practices, I’d like to refer again to the article mentioned above by Sherlock Communications called “What is proactive public relations, and how can it help you.”
The article states and explains proactive PR essentials which include:
Consistency and reinforcement regarding key messages
Building relationships with allies such as journalists and thought leaders
Constantly crafting diverse, quality content
The continuous practice of empathy
Pre-chosen prepared spokespeople who radiate the values of a company or organization
A well-thought-out company strategic plan
The strategic plan should include things like:
Specific objectives that align with your overall business goals and vision
An audience analysis
Crafted key messages catered to each of your audiences
Your chosen delivery method and channels (ex: paid media, earned media, shared media, owned media)
A content calendar organized with positive stories and messages about your business services that can be distributed over time
An in-depth PR crisis plan that identifies key roles, responsibilities, procedures, and protocols in the case of an unexpected controversy or emergency
Staying One Step Ahead
In closing, the field of public relations is evolving rapidly, and proactive PR has become an indispensable tool for navigating new complexities. The story of Uber’s 2017 scandal serves as a clear reminder of the consequences of neglecting proactive PR practices. As highlighted by Sherlock Communications, proactive PR entails more than just crisis management, it’s about consistently reinforcing a brand’s values and strengths to build trust and credibility with the public.
Investing in proactive PR is not just a precautionary measure, it’s a modern essential. By proactively managing your brand’s reputation and fostering positive relationships with stakeholders, you can mitigate the impact of potential crises and position your business for long-term success.
Embracing proactive PR means adopting consistency, empathy, and preparedness. By following best practices such as maintaining uniform messaging, cultivating relationships with key influencers, and developing a comprehensive crisis plan, businesses can safeguard their reputations and weather any storm that may come their way. So, as you reevaluate and improve your company’s PR strategy, remember that staying one step ahead is not just a competitive advantage—it’s a necessity in today’s fast-paced media landscape.
Hi there! I’m Madison Morris.
I am a creative public relations and marketing strategist looking to make my mark on the communications industry.
I have a love for cultivating and facilitating relationships and a strong passion for uncovering growth opportunities. Let's work together to help your business thrive!