A guide to crisis communications planning and how a PR agency can mitigate reputational damage

As someone who’s spent more than two decades working in media, from broadcast newsrooms to brand strategy, I’ve seen it all: the brands who master the moment, and the ones who misstep spectacularly. The difference almost always comes down to one thing: understanding the current media landscape and how to communicate effectively within it.

In today’s attention economy, where outrage can go viral in minutes, navigating a crisis isn’t just about damage control. It’s about reading the room, reacting with precision, and knowing when your message has landed (and when it’s time to stop talking).

Here’s a guide to crisis communications planning and how a PR agency can mitigate reputational damage, from someone who’s been on both sides of the story.

1. Don’t Wait Until You’re in It to Plan for It

The best time to build a crisis communications plan? Long before you need one. At Faulhaber, we help clients create robust, customized plans that prepare their teams to respond with speed, clarity, and confidence.

Your plan should include:

• Defined roles and internal response protocols

• Pre-approved message frameworks

• Clear lines of approval

• Media and stakeholder holding statements

• Crisis escalation protocol  and listening tools

Planning in advance means you’re not scrambling during high-pressure moments, and you won’t risk saying the wrong thing simply because you ran out of time to think it through.

2. Timing Is Everything (and So Is Tone)

A crisis response should never feel rushed or delayed. Take the recent scandal involving Astronomer, a data pipeline startup whose CEO and CPO were caught in a public controversy at a Coldplay concert. The brand wisely waited just long enough to assess the situation, plan their strategy, and then execute a response with unexpected brilliance.

By enlisting celebrity actor and entrepreneur Gwyneth Paltrow (who, notably, is also Coldplay frontman Chris Martin’s ex-wife) for a cheeky social media campaign, the brand diffused tension with humour and transformed a viral controversy into a cultural moment. It worked because the tone matched the moment, and because they knew exactly when to strike.

A well-timed joke can be genius. A poorly timed one? Disastrous. In crisis comms, knowing when to be funny is just as important as knowing when not to be.

3. Say What Needs to Be Said, Then Stop

It’s tempting to keep talking. To over-explain. To release follow-up statements. But sometimes, a well-crafted, timely message is enough.

We often advise clients that once you’ve taken accountability, expressed empathy, and outlined a path forward, leave it there. In fact, unnecessary follow-up can reignite headlines or invite more scrutiny.

Strategic restraint is a strength. In today’s climate, knowing when you’ve said enough is just as important as knowing what to say in the first place.

4. Understand the Media Landscape or Risk Misreading It

This is where real-world media experience makes a difference. I’ve seen brands torpedo their own messaging by failing to understand what’s happening in the media and cultural zeitgeist.

An agency that’s truly plugged in, one that monitors sentiment, understands journalistic rhythms, and can anticipate public reaction, is invaluable. At Faulhaber, we offer that insight in real time, backed by decades of combined newsroom and PR expertise.

We’ve supported clients through complex crises, particularly over the past year, as global political tensions challenged even the most seasoned brands. In these cases, surface-level advice won’t cut it. You need expert eyes on the big picture.

5. Recovery Starts Before the Crisis Ends

Reputation repair doesn’t wait for the dust to settle. In fact, the most effective brand recoveries begin while the crisis is still unfolding.

We help clients pivot quickly, guiding them from response to rebuild:

• Mapping a content and media comeback strategy

• Identifying allies and ambassadors

• Leveraging owned and earned media to rebuild trust

• Re-establishing brand voice with clarity and intention

Done well, this work can not only restore brand health, but strengthen it.

Final Thought: PR Is Your Calm in the Storm

A brand crisis can feel chaotic. But with the right PR agency by your side, you’re never responding blindly. You’re working on a plan. You’re making informed decisions. And you’re protecting the trust your brand has built over time.

If you’re searching for a guide to crisis communications planning and how a PR agency can mitigate reputational damage – we’re ready.

Looking to assess your crisis plan or build one from scratch?
Contact the Faulhaber team to start the conversation.