Crisis PR Basics for Small Businesses: Plan Now, Thank Yourself Later
Let’s be honest—most small businesses don’t think about crisis PR until they really need it. But by then, it’s often too late to control the story.
Whether it’s a negative review that goes viral, a shipping delay, or a tech issue that affects customers, how you handle a public hiccup can define your brand more than the crisis itself.
The good news? A little preparation now can save you stress, revenue, and reputation later.
Why Crisis PR Isn’t Just for Big Corporations
You don’t need a headline scandal to face a PR crisis. For small businesses, even everyday issues can feel huge when they impact trust:
A social media misstep
A partner dispute that spills into the public eye
A product recall or mistake
Without a plan, panic tends to take over. With a plan? You lead with calm, confidence, and clarity.
What a Solid Crisis PR Plan Does for You
A strong crisis plan:
Buys you time to respond thoughtfully—not react impulsively
Maintains customer trust through transparency and honesty
Protects your brand reputation, both short- and long-term
It’s not about spinning or hiding the truth. It’s about showing up as a steady, human, and values-driven business when things go sideways.
5 Crisis PR Basics Every Small Business Should Have in Place
1. Know Your Risks
Think through what could go wrong—and how likely it is.
What would happen if your website crashed on launch day?
What if a vendor delays your orders during the holidays?
What if someone calls you out (fairly or unfairly) online?
Jot down the top 3–5 scenarios that could impact your business, even if they feel unlikely.
2. Assign a Spokesperson
Decide now who speaks for the brand during a crisis. It might be you as the founder, or a trusted team member.
This keeps the message consistent and avoids mixed signals.
3. Craft Your Core Messages
Prepare simple, sincere templates you can adapt quickly, like:
“We’re aware of the issue and are working on a fix.”
“Here’s what happened, and here’s what we’re doing next.”
“We take this seriously and appreciate your patience.”
Bonus: OlaPR’s Wave360 service can help distribute a professional statement across hundreds of outlets if you need wide, fast reach.
4. Keep Your Community Close
When things go wrong, your existing audience is your best ally.
Use:
Email to speak directly and personally
Social to stay visible and responsive
Podcasts or media (via Podwaves) to share deeper context once the dust settles
Trust builds over time—but it's proven in crisis.
5. Debrief and Document
After the storm passes, take time to review:
What worked?
What didn’t?
What can you automate or prep better next time?
Then update your plan. Crisis PR is a living document, not a one-and-done.
A Note on Getting Ahead of the Crisis
Sometimes, the best crisis management is proactive storytelling.
Sharing your values, behind-the-scenes challenges, and commitment to quality through channels like Ripple+ helps establish trust before trouble hits. That way, people are more likely to give you the benefit of the doubt if something does go wrong.
You Don’t Have to Be Perfect—Just Prepared
You can’t predict every bump in the road. But you can decide how you’ll handle it. And that choice? It speaks volumes to your customers, your team, and your future fans.
Want help creating a custom crisis PR plan—or building trust before one is ever needed?
Reach out to OlaPR. We’ll help you stay calm, clear, and credible when it matters most.