In today’s volatile media landscape, a single crisis can wipe out decades of trust and up to 30% of a company’s market value, according to Oxford Metrica. At our recent PA Media Academy and PA Mediapoint breakfast briefing, we brought together communications professionals from across a range of industries to explore what it means to be crisis-ready.
The session focused on two fundamental pillars of preparedness: crisis planning and media monitoring. With insights from Pauline Haase, Head of Media Training, and Adam West, Senior Account Manager at Mediapoint, we unpacked practical strategies for protecting organisational reputation before, during, and after a crisis.
Why Crisis Planning Can’t Wait
Pauline Haase began the session by addressing a fundamental question: what is a crisis? From cyber attacks to public scandals, the spectrum is broad. The good news is that the majority of crises are predictable and can be prepared for.
Her key message? Don’t wait for the headlines. Start with a crisis audit by assessing the risks that are most likely to impact your business, whether that is technology, natural disasters, policy, or stakeholders.
She emphasised the importance of developing a crisis bible: a live, accessible playbook that includes…
- Clear roles and responsibilities for your crisis team
- Spokesperson briefing packs and pre-approved holding statements
- Contact lists for media, staff, and stakeholders
- Templates for statements, press releases, and FAQs
- A regular update rhythm for internal and external communications
Pauline reminded us that when a crisis hits, organisations fall into two camps: those who wish they had prepared, and those who are glad they did.
Media Monitoring: The Secret Weapon in Crisis Response
Adam West brought a media lens to crisis communication, making the case that preparation starts before the story breaks. His team at PA Mediapoint helps organisations monitor live news and social trends to stay ahead of the narrative.
Drawing on newsroom practices, Adam shared proactive tactics to bake resilience into communications strategy:
- Think like a forward planner: build yearly comms calendars and align campaigns to anticipated media cycles.
- Localise the narrative: tailor global messaging with regional relevance.
- Spot internal experts early: identify and train spokespeople before they’re needed.
- Operate with agility: build in flexibility to respond quickly and effectively.
For reactive scenarios, he stressed the importance of clarity over speed: in a world of mistrust, being first isn’t enough; you must also be accurate. Teams should monitor media in real-time, escalate quickly, and deliver trustworthy updates with calm authority.
Final Thoughts: Crisis Preparedness Is Business Resilience
Whether you’re managing a high-profile data breach or responding to a social media storm, your ability to protect your brand depends on what you’ve done before the crisis hits. The briefing underscored that trust is fragile, but with the right tools, training, and mindset, it can be safeguarded.
If your team hasn’t yet mapped out your crisis response or embedded media monitoring into your communications workflow, now is the time.
Have questions about crisis preparedness? Reach out to us about crisis training opportunities at PA Media Academy and media monitoring from PA Mediapoint.
If you would like to attend similar events in the future, please let us know by registering your interest.
