Why experience matters in a PR crisis.
No organisation sets out to become the subject of negative headlines, but when a crisis does arise, how you respond in those first few hours can have a lasting impact on your reputation.
At SASS Media, crisis communications isn’t about making bad news disappear. It is about helping organisations navigate difficult situations with honesty, professionalism and confidence, ensuring their voice is heard fairly when it matters most.
As journalists by background, SASS Media founders Sarah Walker and Sarah Dale have spent their careers on both sides of the story. Before advising organisations through challenging situations, they were the reporters asking the difficult questions in busy newsrooms, working to tight deadlines and covering stories that often placed businesses, schools, care providers, NHS organisations and public bodies under intense public scrutiny.
From Care Quality Commission inspections and OFSTED reports to General Medical Council hearings, employment tribunals, industrial disputes and workplace concerns, they understand exactly how journalists approach these stories – because they have been there themselves.
That experience is invaluable when organisations suddenly find themselves facing adverse publicity.
Whether the issue is a poor food hygiene rating, environmental health concerns, regulatory action or union-backed unrest, the media will inevitably seek answers. Journalists are working against the clock, often with limited time to wait for a response. Knowing what questions are likely to be asked, what information is genuinely needed and how deadlines operate allows SASS Media to support clients quickly and effectively.
Just as importantly, a background in journalism provides a thorough understanding of media law and the responsibilities journalists have when reporting sensitive stories. Every organisation deserves a fair opportunity to respond before publication, and reputable news organisations understand the importance of offering that right of reply.
If a story risks becoming unfair, inaccurate or potentially defamatory, SASS Media has the confidence and experience to challenge reporting where appropriate. That includes ensuring clients are treated fairly throughout the process and, where necessary, raising concerns about defamatory reader comments appearing on publishers’ websites or social media channels.
However, effective crisis communications is never about trying to silence the media.
Stories that are genuinely in the public interest will, quite rightly, be reported. Any agency claiming it can simply stop legitimate stories reaching publication should be approached with caution. Responsible public relations is about managing communication, not manipulating it.
Instead, the focus should always be on helping organisations respond in the right way: with transparency where appropriate, humility when mistakes have been made and clear, carefully considered messaging that demonstrates accountability, while protecting reputation.
SASS Media has repeatedly helped organisations achieve exactly that. In some cases, carefully prepared responses have changed the direction of coverage, ensuring important context was included. In others, providing accurate information promptly has prevented stories from developing further or corrected misunderstandings before publication.
Every situation is different, but the principle remains the same. Good crisis communications cannot erase difficult circumstances, but it can ensure organisations present themselves professionally, maintain trust with stakeholders and emerge with their reputation as intact as possible.
Preparation is equally important. Having an experienced communications partner before a crisis occurs means organisations can respond immediately rather than scrambling to decide what to say once journalists are already calling.
In today’s 24-hour news cycle, reputations can be shaped within minutes. Having advisers who understand both the newsroom and the boardroom gives organisations a significant advantage when navigating difficult moments.
At SASS Media, we believe every organisation deserves to have its voice heard fairly. Our role is to help clients communicate calmly, credibly and confidently, ensuring that even in the most challenging circumstances, they are able to put their best foot forward.
For more information, visit www.sassmedialtd.co.uk or call Sarah Walker on 07896 894538.