As we have seen recently with BP, sometimes a company’s reputation can be seriously damaged and there isn’t much anyone can do to stop the damage being done.
But, a PR agency can dramatically reduce the long lasting impact of this damage and can really help to turn around the negative press that a company receives.
In a case such as BP’s the focus should be on damage limitations, and this is where the expertise and knowledge offered by a PR consultancy can be invaluable.
If your company has been involved in some sort of crisis or scandal, then it might be tempting to be very vague about the details. But a PR agency may suggest that you are honest and give people real facts. Speculating about what is happening or only giving very vague details may only make the situation worse and anger people further.
A PR consultancy will also advise that you are consistent. Having just one spokesperson on the subject can help as well as always sticking to the same message.
Your PR agency will usually stay in contact with the media and they will monitor how you are being perceived. If they notice that the issue is being dealt with in an incorrect way, then they can discuss with you how this should be handled.