Protect Your Reputation with Strategic Crisis Communications

Crisis communications is the process of protecting your organisation’s reputation during a difficult situation. It involves communicating quickly with clarity, honesty and consistency to media, customers, employees and other stakeholders, whilst staying in control of your message when it matters most.

The short answer is – as early as possible. If you’ve received a media enquiry, a complaint is gaining traction online, or you’re dealing with an issue that could affect your reputation, don’t wait for the story to escalate. Seeking advice early often makes a significant difference to how a situation unfolds.

We would encourage this. We help companies develop crisis communication plans, prepare holding statements, identify potential risks, and provide media training so that your team already feels confident if the unexpected happens.
Many of our clients work with us to prepare for situations they hope they’ll never face. Having a crisis communications plan in place is a matter of good practice and can make all the difference.

Stay calm and don’t feel pressure to give an answer immediately. Take the journalist’s name, publication and deadline, then let them know you’ll come back to them. This gives you time to gather facts and consider an appropriate response.
If you’re working with Penguin PR, or would like our help, call us straight away. We’ll prepare a clear, accurate response and liaise with the journalist on your behalf if needed.

Yes. We’ll draft statements, manage media enquiries, coordinate interviews and act as a point of contact with journalists where appropriate, ensuring your organisation communicates clearly and professionally.

We do. Our media training prepares spokespeople for interviews, difficult questions and high-pressure situations. Led by former journalists, our sessions are practical and supportive, and based on real newsroom experience.

Absolutely. Schools and trusts often face unique communications challenges, from safeguarding incidents and emergency closures to serious complaints and unexpected media attention.
We work with schools, multi-academy trusts and education organisations to provide calm, practical communications support when it’s needed most. For our retained education clients, crisis communications support is included as part of our ongoing PR service, giving school leaders access to experienced advice whenever an issue arises.

We know that a crisis doesn’t wait until 9am on a Monday, and neither do we. Penguin PR’s director are available 24 hours a day, seven days a week to support clients facing urgent communications issues. Whether it’s a late-night media enquiry, an incident over the weekend, or a developing situation that requires immediate advice, we’re just a phone call away.
Hopefully you’ll never need to call us at 10pm on a Saturday. But if you do, we’ll answer.

Our directors began their careers as journalists, so we understand exactly how newsrooms operate and how stories develop. Combined with decades of communications experience, that gives us a unique perspective when helping organisations protect their reputation.
We’re also based in Derby, giving us strong relationships with regional media and an in-depth understanding of the local news landscape.