Press releases can be used to announce product launches, changes in leadership, or other interesting news. Knowing how to write a press release is essential for gaining media attention. When done properly, press releases should convey accurate information while also controlling the brand’s narrative. If done incorrectly, you may be ignored, appear unprofessional, or, worst-case scenario, become an inadvertent source of laughter. So, what is a good company crisis press release example? I’ve compiled a list of the best ones I’ve seen, covering various topics across different industries.
A crisis press release is an official statement issued by a company to the public and the media during a significant, often unexpected event that could negatively impact the company’s reputation, operations, or financial health. The goal is to provide clear, concise, and accurate information to manage the narrative and mitigate damage.
From my years in PR, I’ve learned that a well-crafted crisis press release can be the difference between controlling the situation or letting it spiral. It’s a tool that, when used correctly, can maintain or even rebuild trust.
Here’s the thing: in today’s hyper-connected world, news travels fast, often fueled by speculation and misinformation. A well-timed and transparent press release can be the difference between regaining trust and watching your brand reputation go up in flames.
Studies by Cision show that companies that proactively address crises through effective communication experience less brand damage and recover faster. In my experience, a clear and concise press release can also help to:
Although crisis press releases follow a format comparable to other press releases, they only differ in content and messaging.
These distinguishing features make crisis press releases a specialized tool for crisis management, necessitating considerable study and strategic planning.
Shenandoah Telecommunications provided an excellent example of a crisis press release. This paper examines the crisis from the perspectives of many stakeholders, including parents, business owners, and employees, all of who face specific challenges while quarantined for COVID-19. A free service upgrade was also offered to alleviate stakeholders’ concerns.
By highlighting their commitment to continuous service, they reassure customers and employees who depend on them for business and family needs.
Here’s another example of an effective crisis communications press release. When Volkswagen created computer software to conceal the true level of emissions from its vehicles, it needed to find an approach to calm its shareholders, admit its mistakes, and reassure the public of its resolve amid a crisis.
Wine To Water’s emergency relief effort in Jackson, Mississippi
Crisis press releases are not only used to address company crises or mistakes. In this example, Wine To Water published a crisis press release to announce its response to flooding in Jackson, Mississippi, which was a natural disaster or emergency. The celebrity status of the company’s owner, actor Jason Mamoa, adds to the release’s impact.
In addition to providing clean, safe drinking water, Mamoa’s company (Mananalu) provided the water in resealable, reusable cans, giving them another way to appeal to certain audiences. It also includes a quote from Mananalu’s CEO.
An example crisis press release is a Johnson & Johnson sunscreen product recall.
This is a fantastic example of a proactive crisis press release issued by a company in conjunction with a voluntary product recall. Rather than waiting and hoping nothing bad happened, they took the products from the market when internal testing showed small amounts of a carcinogenic chemical in their aerosol sunscreen.
Along with the immediate product recall, the business has declared that an investigation is ongoing to discover the cause. Readers are informed of the chemical’s potential side effects and to discard the products. The company also gives an 800 number to call and request a refund, as well as an invitation to contact its Consumer Care Center 24/7 with any inquiries. Additionally, forms are provided if someone needs to report an adverse effect from the product.
JBS USA cybersecurity attack press release example
This is yet another outstanding example of a crisis communication press release published proactively to prevent speculation on the part of customers, investors, or the media. JBS USA faced a cybersecurity attack and issued a press release outlining its cybersecurity response. It includes immediately suspending affected systems, notifying authorities, and deploying all available resources to remedy the situation.
To address audience concerns, the PR crisis management communique states that no data was compromised. It also warns that while they work to remedy the issue, some customers and suppliers may experience slowdowns. The release efficiently addresses numerous stakeholders’ concerns, including describing the reason for any ongoing impacts and providing a media contact.
Press releases can be issued in response to external factors that are beyond the control of any company. In this example, Panda Express shows understanding, compassion, and support for individuals affected by the Hawaii wildfires. It also encourages additional charitable giving by promising to match donations made through the Panda Cares Foundation.
After I discussed press release examples for crisis management, it’s time to give some practical tips. The templates provided below can help you create your crisis press release more quickly. With this guidance, you can create your crisis management press release template to use anytime an issue arises. Hopefully not too often.
In the area of crisis management, time is essential. The decision of when to write and release a crisis press release can have a significant impact on the outcome of a challenging situation. It’s a strategic move that demands careful thought and precise timing. After what type of event should you prioritize a crisis communication press release?
These are regular scenarios in the industry. Companies frequently face scrutiny and charges in various situations. These include dealing with defective products that evaded quality control or dealing with management mistakes that had serious implications.
You may immediately think of celebrity scandals, but businesses can also encounter situations that damage their reputation. Corporate scandals can take many forms, such as contentious financial decisions or abuse of authority by the leadership team, resulting in ethical and legal concerns.
Legal trials can hurt a company’s public relations, whether the company is the plaintiff or the defendant. Even in the absence of extensive media coverage, being involved in a legal dispute can damage a company’s reputation with stakeholders. Situations like this tarnish a company’s reputation, weaken confidence, and raise concerns about its ethics and operations.
A PR crisis refers to a situation where an organization’s reputation or credibility is threatened by a negative event, issue, or statement. Here are some examples of PR crises:
Creating a PR crisis plan involves several steps that help you prepare for and respond to a crisis effectively. Here’s a step-by-step guide:
Identifying a PR crisis requires a combination of monitoring, analysis, and judgment. Here are some signs that may indicate a PR crisis:
In PR, an issue is a situation that may harm a company’s reputation, but it can be managed and resolved promptly. On the other hand, a crisis is an emergency that can have critical consequences for a company’s reputation and may damage its stakeholders in some way.
A well-crafted press release can be a lifeline in times of crisis. By being transparent, accountable, and empathetic, organizations can mitigate damage and restore trust. Remember, a crisis press release is not just a statement – it’s a commitment to your stakeholders.
Now, I’d love to hear from you. Have you ever had to write a crisis press release? What challenges did you face, and how did you overcome them? Share your stories in the comments section.
