When do you need a crisis communications PR firm?

Do you need help with crisis communications? When should an organization bring in a crisis communications firm?

There are two common moments.

Some groups prepare before trouble hits. Others reach out once a crisis is already underway.

Proactive Crisis Communications

Some organizations build a crisis management process in advance. This includes a crisis communications plan, regular training, and updates over time. This is proactive crisis communications.

Crisis Communications Plans

A crisis communications firm helps develop plans for likely scenarios. Strong plans include goals, a SWOT analysis, crisis teams, placeholder messages, response options, communications channels, and an approval process. A firm also helps you update these plans on a steady schedule.

Tabletop Crisis Communications Training

A firm provides tabletop exercises for staff and stakeholders. These sessions simulate a crisis and push the team to respond in real time. After each session, teams review what worked and what failed. Plans are updated based on those findings. Preparation and training strengthen readiness, reveal gaps, and support faster recovery.

Reactive Crisis Communications

Other groups reach out when a crisis hits. There is no time for prep or training in these moments, so expert guidance matters.

24/7 Crisis Management

During a crisis, time matters. You need a firm with round the clock availability and fast response times. Before you sign a contract, set clear expectations for communication and response.

Immediate Development of a Crisis Communications Plan

When a crisis hits, you need a plan fast. A firm steps in to help you shape that plan and manage the public response. The work often includes press releases, picking a spokesperson, drafting statements, updating stakeholders across your channels, and talking with reporters so your message stays steady.

During this process, your organization needs to stay transparent and accountable to keep trust with the people watching your response. No matter when you bring in a crisis communications firm, the goal stays the same. You need quick, precise, coordinated messages that inform stakeholders, reduce damage to your reputation, and help people feel confident in your leadership again.

Conclusion

Fitler Square Strategies has deep experience handling crisis communications inside organizations and as a consultant. We have worked with high profile public leaders and large national organizations. We support both proactive and reactive crisis work. We help teams prepare or respond in the moment. Reach out to see if we are a good fit for your organization.