We hear from clients, colleagues, partners and others in our network – these are uncertain times, to say the least.
From global unrest to natural disasters and social media misfires, the landscape of communications and crisis management is more complex (and more important) than ever in 2025.
We have more than 30 years of experience managing public relations and communications strategies through many periods of uncertainty – recessions, political turmoil, and even a pandemic. And amidst the pure chaos, we know two things hold true:
- Focus on controlling the things you can control.
- Be more than prepared, be proactive.
It Starts from Within
A crisis-ready organization begins with strong internal communication. Your employees are your first line of defense and often your most trusted messengers. If your internal team isn’t informed, aligned, and empowered, your external messaging will crumble.
Leadership transparency, cross-department coordination, and ongoing media training should be part of the culture, not just a checkbox in a crisis plan. When your people are confident and informed, your brand voice stays consistent… even under pressure.
Build Trust Before You Need It
Trust isn’t built in a crisis; it’s revealed.
If your audience doesn’t already believe in your brand’s values, transparency, and authenticity, no amount of damage control will fully repair the breach when something goes wrong. Building trust now, when things are calm, ensures your stakeholders are more likely to stand by you when times are turbulent.
This means regularly communicating your purpose, staying consistent in your values, and showing up, especially when no one is watching. In today’s fast-paced media environment, people expect brands to have both a voice and a backbone.
Create a Process When Pressure is Low
Crisis communication is 90% preparation, 10% response. Having a centralized process that is revisited, tested, and updated regularly is no longer optional.
Don’t wait for the fire to break out to find the extinguisher. Make sure your team knows their roles, responsibilities, and the steps they’ll take the moment a red flag is raised.
Identify the “Smoldering Issue”
Most crises don’t come out of nowhere. They start as small, internal issues that go unaddressed. The Institute for Crisis Management calls this a “smoldering issue.”
These impending threats can be anything from a toxic workplace culture to poor data security practices or misaligned leadership behavior.
When ignored, these slow burns can become reputation wildfires. Regularly assess your risk areas and listen to the warning signs: employee feedback, online reviews, customer complaints, or even inconsistent brand behavior. Surface them early, before the media or the public does.
Prevention is Power
There is a lot for communicators and business leaders to navigate in 2025. We empathize with that feeling of anxiety and uncertainty.
In these times, we encourage you to keep these mantras top-of-mind:
- Focus on controlling the things you can control.
- Be more than prepared, be proactive.
Yes, reputation issues can come out of the blue. But with a strong process, culture, and alignment, those issues don’t have to become a crisis.
Crisis preparation isn’t just about reacting swiftly; it’s about building resilience into every layer of your organization.