PR Crisis Survival Guide: Protect Your Business When Things Go Sideways

 You know what they say—your reputation is everything. And in the business world, it’s not just a feel-good platitude; it’s a matter of survival. One bad review or an ill-timed viral post can send your business into a tailspin faster than you can say, “That wasn’t what I meant!” 

But fear not. We’re diving deep into PR damage control for small businesses because, let’s face it—if Amazon and Starbucks aren’t immune to bad press, neither are you.  

The Fallout Is Real: Why Reputation Matters More Than Ever 

In today’s “camera-in-every-pocket” culture, a single customer with a grievance can spark a PR nightmare. Social media, review sites, and even local news can amplify small issues into colossal problems. That’s why having a plan for damage control isn’t optional—it’s essential.  

As John P. David, founder of David PR Group and guest on The Liquid Lunch Project (Ep 184), says:  “The best defense when it comes to review sites is offense. Talk to your existing customers and have them write reviews for you.”  

So, what does “defense” look like when the internet decides it’s your turn to sweat?  

First Things First: What Counts as a PR Crisis?

A PR crisis isn’t just headline news. It could be:  

• A negative review on Google that picks up steam.  
• A disgruntled customer ranting on social media.  
• A local scandal that drags your business into the fray.  
• An internal issue, like an employee’s inappropriate behavior going public.  

Here’s the kicker: whether it feels like a minor blip or DEFCON-1, the damage depends on how you handle it.  

Step 1: Stop, Drop, and Assess  

Before you respond (or overreact), step back. Ask yourself:  

• Is this issue valid? Sometimes criticism is warranted, and owning up to mistakes can humanize your brand.  
• Is this isolated, or is it escalating? Monitor social media and review sites to gauge the severity.  
• What’s the worst-case scenario? Prepare for it, even if it’s unlikely.  

Step 2: Craft Your Response Like a Pro  

When addressing a PR issue, remember the 3 C’s: 

• Calm: No one wants to see an all-caps tirade from the company page.  
• Concise: Get to the point without dragging the conversation.  
• Constructive: Offer a solution or acknowledge their feelings.  

Example: “We’re sorry to hear about your experience. Our team is looking into it and will reach out shortly to make things right.”  

Step 3: Know When to Ignore It  

Easier said than done, but sometimes, silence is golden.  

• Trolls: If someone’s ranting just to stir the pot, engaging only gives them a bigger platform.  
• Baseless Claims: Responding might lend credibility to a non-issue.  

Per John P. David: “Not every review deserves a response. Sometimes, fighting back causes more harm than good.”  

Step 4: Prevent Small Fires From Growing

Damage control starts before the crisis. Here’s how to set yourself up for success:  

• Develop a Media Policy: Have clear guidelines for employees on what’s okay (and not okay) to post online.  
• Encourage Positive Reviews: Regularly ask happy customers to leave glowing testimonials to drown out the occasional negative one.  
• Stay Engaged: Monitor social channels and review sites daily. You can’t fix what you don’t see.  

Final Thoughts: Be Proactive, Not Reactive  

PR crises are inevitable, but how you handle them determines whether they’re blips or business-breakers. The best strategy? Be prepared.  

For an in-depth look at protecting your business’s reputation, check out The Liquid Lunch Project podcast episode with John P. David and learn how to identify crises, craft responses, and stay ahead of the curve in a world where your next customer could be recording.