Managing a PR Crisis During Covid-19

Tip #3 – Managing a PR Crisis During Covid-19

David Blackburn, founder of providing businesses with FIVE Agency quotes for FREE, talks about your business and how to deal with a crisis as we fight to survive Covid-19.

A PR crisis can happen to any business, new or experienced, from a product recall to a staff injury becoming public news. So, it’s best to have a plan of action to ensure you’re prepared. There are many types of crisis that could befall your business, including public relations blunders, social media gaffes, product recalls, cyberattacks, data breaches, and possibly having a public spat, as Richard Branson recently had. When asking for £500 m government loan to prop-up his airline, we were reminded he sued the beloved NHS over a lost contract. Silly, silly Richard.

So how do you manage a PR crisis?


Write a PR Crisis plan. Asses your risks – Identify potential crises that would disrupt your business function and/or processes. Determine the impact on your business including:

  • Customer dissatisfaction or attrition
  • A damaged reputation in the public eye
  • Lost or delayed sales or income
  • Increased expenses
  • Regulatory fines

Identify Contingencies – which actions will help your company to respond effectively to each crisis scenario? Plan the steps required to resolve a given crisis, the resources required, and how employees can help. E.g. A social media blunder might include your digital team issuing statements across all your social media platforms, while your customer service team is briefed on what to say on incoming calls.

Write the Plan – with relevant stakeholders in mind, whilst for certain scenarios, you may also need input from outside parties, such as contractors and partners that work closely with your business.

Familiarise – It’s important that all employees are familiar with the plan and understand their roles during a crisis. Remember, stress and panic can make it difficult to remember your role in a crisis response. Ensure your stakeholders have the information they need. During the tense moments of a crisis, people require very quick access to straightforward information.

Revise – it is important to revisit your plan frequently to keep the plan up to date, especially as employees join or leave the company, new technologies are implemented, and other changes occur.


Identify a PR crisis team to take responsibility for making decisions quickly and effectively and can spearhead communications to get quick messages out to audiences, such as your customers and the media. Typical roles the team would adopt should include:

  • Head of communications
  • Press release and speech writer
  • Spokesperson – to speak to the media or be quoted in press releases
  • Liaison for audiences, such as for customers to contact and to answer their calls
  • Collector – to gather all coverage of the crisis, such as in newspapers, on television, and online

Each team member should understand their role and make sure they stick to it during a crisis, however, some of the team can carry out multiple roles depending on the size of your business.

Crisis Scenarios

A PR crisis can be daunting and overwhelming, so it’s wise to plan with your team and list the different types that might happen. Depending on your business, this could include:

  • Injury to staff, clients or the public because of your business
  • A quality issue or defect with one of your products
  • Legal action that is taken against your company by an employee, a client or customer
  • A natural disaster that affects or damages your business, like a storm or flood or right now Covid-19!


Audiences will differ from business to business, and may include: Employees, Customers, Investors, Local or national media, People who live close to your business, Government departments and regulators, and lastly, Shareholders or Partners.


Compile a list of common questions that each audience group might ask following news of the crisis. Questions from your employees might be about whether it’s safe to come into work. Questions from the media might be about what caused an incident and how you’ll prevent it from happening again. This will help you to draft answers, so you’re prepared should such questions be asked.


Decide how you will communicate with the media. Decide whether you will notify them with a press release only, or if it will be better to update them with emailed statements, or alternatively, you may wish to hold a press conference. Lastly, make sure all content is factually correct before it’s sent out.

Crisis Command Centre

Identify where your Crisis Command Centre will be, and ample enough where your team can gather and work during the crisis. The location could be a space on your premises or a suitable location off site.  If off site it should be available at short notice and have telephone and internet access.

Distribute Your Plan & Test

Distribute the plan to each member of the Crisis Team, making sure they understand it and are fully prepped, so they can react and respond to a crisis quickly. This includes making sure your spokesperson is sufficiently trained to speak to the media. Test your plan to see if any areas can be improved. The more prepared you and your team are, the better your company’s response will be if a crisis happens.

Written by: David Blackburn, founder of Marketing Quotes, providing businesses with FIVE Agency Quotes for FREE.   E: support@ Written by: David Blackburn, founder of Marketing Quotes, providing businesses with FIVE Agency Quotes for FREE.   E:

Media Contact Details

Barry Walker, Black Chilli

Tadley, United Kingdom

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Board of Innovation Opens its Inaugural APAC Office and Appoints JF Legourd Managing Director APAC

Global business design and innovation strategy firm Board of Innovation today announced that it has launched an Asia-Pacific hub in Singapore and appointed Jean-Francois (JF) Legourd as its Managing Director, effective March 1.

JF joins Board of Innovation from Singtel and HaloLife, where he served as Group Director – Strategy, and CEO, respectively. JF will be bringing his experience in corporate strategy, innovation, and entrepreneurship to Board of Innovation to accelerate the emergence of Southeast Asian innovative global champions.

Additionally, Board of Innovation will benefit from JF’s past experience as:

• Samsung (APAC) Head of Digital and Regional Strategy Lead
• Samsung (Korea) Chairman Office, Group Strategy
• Gartner (CEB) EMEA Director of Research & Consulting

Jean-Francois holds an MBA from INSEAD and an MSc from Audencia. He has lived and worked across Korea, ASEAN, South Africa, the UK, and the US for most of his career.

“Joining Board of Innovation is choosing a meaningful impact over a comfortable status quo, walking the talk we so often recommend to others. I feel energized by our mission to grow APAC regional and global champions using our industry experts, proven entrepreneurs, and unafraid innovators,” says JF. “Our first mission will be to cast away the innovation theatre that is creating cynicism and wasting scarce resources. Our second mission will be to build business models from, by, and for the developing world, putting ASEAN in the driver’s seat. Lastly, our overarching mission will be to inspire others to do the same, regardless of their scale.”

“I’m excited to see JF joining our company,” says Philippe De Ridder, CEO of Board of Innovation. “His unique track record in corporate strategy, consulting, and venturing make him an ideal leader to head up and grow our APAC business. Our new hub in Singapore will enable us to better serve our clients in the region.”

About Board of Innovation: Board of Innovation is a business design and innovation strategy firm. For more than 10 years, its consultants have helped Fortune 500 organizations uncover new opportunities for growth by developing innovation strategies, innovation capabilities, and new businesses using their assets and core strengths.

Board of Innovation operates from offices in New York, Amsterdam, Antwerp, and Singapore with clients in health/life sciences (Roche, Novartis), banking/finance (ING, NN), heavy industry (Lafarge Holcim), fast-moving consumer goods/retail (Danone, Estée Lauder), telco (Liberty Global, Telnor), mobility/aviation (KLM, Volkswagen), and more.

Board of Innovation’s long-term mission is to inspire 100 million people to innovate for a better tomorrow. To achieve this goal, its team has built the most comprehensive open-source innovation knowledge base on the web. publishes tools, guides, in-depth breakdowns of methodologies, how-to articles, and webinars to give you everything you need to develop successful new businesses.

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Pilot Study On Managing Opioid Addiction

IRB-Approved Pilot Study Shows Efficacy in Reducing Withdrawal Symptoms

Springfield, MO – Oct. 29, 2019 – Shealy-Sorin Wellness announces the conclusion of a
12-month IRB-approved pilot study among a small prison population to test the use of the
Gamma PEMF Therapy device on patients with opioid addiction.

Participants were required to wear the Gamma PEMF Therapy device for at least one hour per
day for a period of 12 months. Participants maintained initial and weekly logs regarding their
symptoms. These weekly scores, on a 0-10 scale, were segmented into 3-month increments. All
subjects reported a marked decrease in common withdrawal symptoms, including opioid
cravings, night sweats, and nightmares.

The researchers demonstrated significant benefits for patients, including:
● Reduction in Opioid Craving Occurrence (98.2% reduction from baseline)
● Reduction in Nightmare Occurrence (65.4% reduction from baseline)
● Reduction in Night Sweat Occurrence (85% reduction from baseline)

Continued monitoring since completion of trial (February, 2019) shows all 10 subjects remain
free of opioids. Additionally, all subjects remain free from incarceration and have rejoined the

Gamma PEMF therapy is a safe and non-invasive treatment. Participants in the pilot program
will continue to be monitored for an additional year after completing the program. Though
further research is needed, this study demonstrates statistically-significant benefits for opioid
treatment with Gamma PEMF Therapy. Further studies are currently being undertaken using

Gamma PEMF Therapy to treat both Chronic Pain and Chronic Disease.

Shealy-Sorin Wellness Institute is a healthcare provider specializing in the treatment of chronic
pain, depression, and addiction. Dr. C. Norman Shealy is the President of Shealy-Sorin Wellness.
Long-time innovator and researcher Dr. Shealy pioneered the use of Electro-acupuncture, Spinal
Cord Stimulation, and Transcutaneous Electrical Nerve Stimulation.

Shealy-Sorin Wellness Institute
(417) 351-5221

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