What should you do in the first 60 minutes of a PR crisis?

Picture this scenario: You’re a PR pro for a major airline. A passenger has just streamed a live video with the caption: "Something is wrong with our plane! It appears we are going down! Emergency landing!! [Airline] flight from [destination1] to [destination2]!!"

What would you do immediately after seeing that video? You alert the airline security teams and emergency response teams, but what do you do with the post? Notify the social media team to deal with? Reply to it - saying what? Issue a statement?

So what should you do?

This is the question Emma Monks, our Head of Trust & Safety and Julia Ruane, our Head of PR answered at PR Week's Crisis Comms Conference. "What you do in the first 60 minutes, or the 'Golden Hour', often determines whether your event remains manageable or erupts" they shared.

To find out about the origins of the Golden Hour term and get some useful tips on how to prevent an issue escalating into a crisis, check out this PR Week article in which Emma Monks and Julia Ruane share their views on how managing a PR issue can all go wrong, and what you can do to make sure that doesn’t happen to you.

There are many more social media scenarios that could spiral into a PR issue for a brand. To read about these top risks and how you can remain on top of potentially damaging social conversations, download our free social PR report here:

Crisp's Crisis Comms in Social PR report