How to stay calm during a PR crisis

Your pulse is still racing. You have reviewed your crisis communications plan, but your brain feels like you just mainlined three pots of coffee. Part of you wants to call back with your prepared statement while another side wants to hide. So what do you do? How do you get yourself under control when the moment arrives?

Here are 10 steps:

1. Take a breath

Close your eyes and take a deep breath. Then another. Then another. Now open your eyes and focus on the task at hand.

2. Rely on your preparation

You knew a crisis would strike one day You have a folder filled with everything from statements and talking points to designated spokespeople and social media posts. Even if the specific crisis was unexpected you still have your crisis communications plan (or at least you should).

3. Remember your research

Since you are a well-rounded communications executive you have studied other crises in the news. You’ve seen companies turn a crisis into a win. Now it’s your turn.

4. Have perspective