Crisis PR & Reputation Management

Crisis PR specialists help clients navigate public relations disasters - scandals, lawsuits, negative reviews going viral, executive controversies, product recalls, or employee incidents.

This high-stakes specialty requires rapid response capabilities, media training expertise, and strategic communication skills.

Services include crisis assessment, response strategy development, spokesperson coaching, press statement drafting, media monitoring, social media crisis management, and long-term reputation rebuilding.

Unlike regular PR firms working on ongoing retainers, crisis work often involves urgent project fees ranging from $5,000 to $100,000+ depending on severity and client size.

You might keep a small roster of retainer clients paying $2,000-$5,000 monthly for crisis preparedness - having plans ready, conducting crisis drills, and monitoring for potential issues.

Target clients include executives, public figures, companies with public-facing operations, professional service firms, and brands in controversial industries.

Success requires calm under pressure, strategic thinking, excellent writing ability, media savvy, and ideally a background in journalism or corporate communications.

Initial investment includes reputation monitoring tools, media database access, and professional liability insurance given the high-stakes nature.

Start by offering crisis planning and training services before handling actual crises.

The work is intense and stressful but commands premium fees and provides significant value when clients face real threats.