A nonprofit's most important asset is its reputation. You already knew that. Crisis management really is reputation management. Guard it carefully. On any given day, the narrative may change and the stories can seem endless, loud and inaccurate. You’ve got to be ready.
This article looks at essential questions and issues that will help nonprofits prepare and frame a response should a PR crisis arise.
In addition, the tactics are applicable for a wide range of for-profit organizations and companies.
Where Will You Learn of a PR Crisis?
Today’s media landscape intersects somewhere between the phone in your hand, a local publication and news channels hungry for headlines. It may be a call, text or tweet that sets off a range of necessary responses.
It’s critical someone on the nonprofit's staff, or at the volunteer level, monitors regularly a variety of social media accounts, blogs and news sites.
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