When a crisis hits, it is essential for a company to have a solid crisis management plan in place. One essential element of this plan is the crisis PR (public relations) statement, also known as a press release. A crisis PR statement is a written communication that is distributed to the media, stakeholders, and the public in response to a crisis or negative event.

A crisis PR statement is a carefully crafted message that is designed to address a crisis or negative event that has impacted a company. The statement should be clear, concise, and transparent, and it should outline the steps the company is taking to address the situation. The crisis PR statement should also convey empathy and concern for those affected by the crisis.

A crisis PR statement should include several key elements. First, it should provide a brief summary of the crisis or negative event. Next, it should outline the steps the company is taking to address the situation, including any measures that are being taken to prevent similar incidents from happening in the future. The statement should also convey empathy and concern for those affected by the crisis, and it should provide contact information for individuals who have questions or concerns.

One example of an effective crisis PR statement comes from Johnson & Johnson in response to the Tylenol poisoning crisis in the 1980s. The company immediately recalled all Tylenol products and issued a statement that expressed concern for the victims and their families. The statement also outlined the steps the company was taking to address the situation, including working with law enforcement and offering a $100,000 reward for information leading to the arrest of the person responsible.

Another example comes from Starbucks in response to an incident in which two black men were arrested at one of its stores. The company issued a statement that acknowledged the incident and apologized for the way it was handled. The statement also outlined the steps the company was taking to address the situation, including closing all of its stores for a day of racial bias training.

In conclusion, a crisis PR statement is an essential element of any crisis management plan. It is important to craft a clear, concise, and transparent message that conveys empathy and concern for those affected by the crisis, while also outlining the steps the company is taking to address the situation. By following these guidelines and looking to examples of effective crisis PR statements, companies can effectively manage crises and maintain the trust of their stakeholders and the public.