How to handle a pr crisis

If there’s one PR issue that recruitment agency owners are arguably most concerned about it’s what to do in a crisis. Whether this be a breaking news story about some less than scrupulous actions from an employee or potentially detrimental information about your firm’s finances being leaked, implementing a damage limitation process at this time is crucial for businesses of all sizes. But it’s not an easy task. So how should you handle a PR crisis?

Assign responsibilities

First and foremost, it’s crucial that you know who is responsible for what to ensure there’s consistency in any communications and nothing slips through the net. Agreeing who will be responsible for drafting and approving any statements, the spokesperson able to deal with the media, an individual to manage internal communication, someone to monitor social media and who is the point of contact for any queries is critical. That’s not to say that separate individuals have to fill each role – having one person overlap their responsibilities is fine as long as it doesn’t all fall down to one member of the team. Note, though, that you don’t have to wait until you’re facing a crisis to decide this – having this mapped out already will help you react quickly when things do go south.

Prepare a statement

Once you’ve assigned responsibilities, it’s important to prepare a statement. In these situations, remember that transparency and immediacy are the key components. Waiting until you have all the information may seem like a sound decision, but the longer it takes you to respond, the more time people have to form their own opinions.  

Remember as well that this statement shouldn’t be limited to external contacts. Informing staff is also a must to prevent any ‘Chinese whispers’. Brief your staff as to the situation and what action is being taken and ensure they are aware that they should not be responding to any journalist queries themselves.

When it comes to handling a PR crisis, it’s natural that a business and its key spokespeople go on the defensive – after all, it’s their company under scrutiny. However, in order to limit any potential damage to your brand it’s crucial that you remain professional in the statement and don’t look to pass the blame to someone else.

Of course, fully investigating the matter is key, but don’t jump ahead of yourself and put out a statement that tries to shift the blame and deny any responsibility. At this stage, a quick comment that you are looking into the issue as a matter of urgency and, if necessary, a sympathetic nod towards the ‘victim’ wouldn’t go amiss. This will depend on the situation, but if there is an individual or group of people who are being portrayed as victims, a simple statement such as ‘we are aiming to resolve this issue as quickly as possible to ensure those affected get the answers they deserve’ serves to pacify some of the negative feelings towards your brand without admitting fault.

Handling a PR crisis in the media

Having a spokesperson who is media trained will naturally put your firm in a better position to handle a PR crisis, but of course upskilling these individuals mid-crisis isn’t a possibility! As such, it’s advisable to schedule annual or bi-annual training for any members of staff who are likely to be media-facing spokespeople at any point.

When things do go pear-shaped, there’s a number of rules that anyone speaking with journalists would do well to follow. In the first instance, remember that the job of the reporter is to get the best story they can, so they are likely to prod for more information beyond the prepared statement. And while it doesn’t happen often, there can be instances where the journalist will attempt to antagonise someone into a reaction for the sake of their story. It’s vital that your spokesperson doesn’t allow themselves to be lured into lashing out at this time as it will only serve to exacerbate the situation. Just look at the Haigh Associates response to the negative reaction of a video they posted online as an example. The Co-Founder’s rather argumentative response only served to encourage more comments and wider social shares.

Bear in mind as well that the term ‘off the record’ is deceptive and dangerous. In reality, nothing is off the record, so anything you say to a journalist can be used in the public domain. Even if you have a great relationship with the reporter, do not say anything that would fall into this category – if you feel it needs to be off-record then don’t say it at all. Again, having a prepared statement and approved responses to potential questions will help to avoid this situation.

Never speculate when speaking to the media during a PR crisis either – if you don’t know the answer then don’t guess, you will get caught out. That’s not to say that you shouldn’t respond at all though as such an approach gives the audience a perception of guilt (for any fans of 24 hours in police custody, think of how you judged those detainees who reel out the ‘no comment’ response to everything – we assume they’re guilty before they’ve finished the last syllable). Instead, agree in advance of any interviews what would be deemed acceptable, for example: “it would be remiss of me to speculate and I will provide a full statement once we have investigated the matter further.”

Common crisis scenarios for recruitment agencies

While general crisis management principles apply across all industries, recruitment agencies face specific challenges that require tailored response strategies. Understanding these scenarios and preparing appropriate responses helps protect your reputation when issues arise.

Data breach and information security crises

Your agency experiences a data breach affecting candidate or client information, or a consultant accidentally shares confidential salary data or client information publicly.

Recruitment agencies handle sensitive personal data including salary information, career histories, and confidential client hiring plans. Data breaches can affect both individual privacy and commercial confidentiality, creating multiple stakeholder concerns simultaneously.

Immediately notify affected individuals and clients before media coverage begins. Transparency about the scope of the breach and remediation steps builds trust during difficult situations. Prepare separate communications for candidates (focusing on personal data protection) and clients (addressing commercial confidentiality concerns).

Work with legal and technical experts to ensure compliance with GDPR requirements whilst managing reputational impact. Often the regulatory response timeline differs from optimal PR response timing, requiring careful coordination.

Key messaging: "We take data security extremely seriously and have immediately implemented additional safeguards to prevent similar incidents. We are working directly with all affected parties to ensure their information remains protected whilst we resolve this matter."

Consultant misconduct and behaviour issues

A consultant engages in inappropriate behaviour with candidates or clients, makes discriminatory comments publicly, or is involved in personal conduct that reflects poorly on your agency.

Recruitment consultants represent your agency in direct relationship management with clients and candidates. Their behaviour directly impacts your reputation with multiple stakeholders who may not distinguish between individual consultant actions and agency culture.

Address the situation swiftly whilst ensuring fair process for the individual involved. Communicate with affected clients and candidates directly before addressing broader reputational concerns. Demonstrate clear company values and standards whilst avoiding detailed commentary that might affect internal disciplinary processes.

Consider whether the situation requires proactive communication or whether reactive response to enquiries provides better reputation protection. Not all consultant misconduct situations require public statements, but all require careful stakeholder management.

Key messaging: "We maintain high professional standards for all team members and take any deviation from these standards seriously. We have addressed this matter internally and are working directly with anyone affected to ensure they receive appropriate support."

Candidate placement and performance issues

A candidate you placed in a high-profile role fails dramatically, faces public criticism, or becomes involved in controversy that reflects on your judgment and screening processes.

Successful placements build agency reputation, whilst high-profile placement failures can undermine confidence in your screening processes and professional judgment. The impact multiplies when the placement involves senior roles or public-facing positions.

Focus on your professional processes and standards rather than defending specific placement decisions. Acknowledge that employment relationships involve multiple factors beyond the recruitment process whilst demonstrating your commitment to thorough candidate evaluation.

Avoid detailed commentary about individual candidate performance, which might affect ongoing employment relationships and appears unprofessional. Instead, emphasise your screening processes and ongoing development of assessment methodologies.

Key messaging: "We maintain rigorous screening and assessment processes for all placements whilst recognising that employment success depends on multiple factors. We continue to develop our methodologies based on market feedback and best practice developments."

Industry scandal and sector association

Major scandals affecting the recruitment industry generally, competitors facing significant crises, or negative coverage of recruitment practices that affect industry reputation broadly.

Recruitment industry scandals can create negative perceptions that affect all agencies, regardless of their involvement in specific issues. Media coverage often treats recruitment as a homogeneous industry, making differentiation challenging during crisis periods.

Use industry crises as opportunities to demonstrate your agency's different approach and higher standards. Proactive communication about your practices and values can differentiate you whilst competitors struggle with defensive messaging.

Consider whether joining industry reform discussions or professional standard initiatives provides an opportunity for positive differentiation during negative coverage periods.

Key messaging: "While we can't comment on other agencies' practices, we maintain strict professional standards and transparent processes that prioritise both client and candidate interests. We believe the recruitment industry's reputation depends on every agency maintaining the highest professional standards."

Economic downturn and market criticism

During economic difficulties, recruitment agencies often face criticism about redundancy handling, fee structures during tight markets, or perceived insensitivity to unemployment challenges.

Economic downturns create public sensitivity about employment issues whilst simultaneously pressuring recruitment agency revenues. Balancing commercial necessity with public sensitivity requires careful communication management.

Emphasise your agency's role in helping people find employment and supporting business recovery rather than focusing purely on commercial activities. Demonstrate understanding of economic challenges whilst maintaining professional positioning.

Consider offering additional services or modified approaches during difficult periods that demonstrate social responsibility whilst maintaining commercial viability.

Key messaging: "During challenging economic periods, our role in connecting talented professionals with opportunities becomes even more important. We work closely with both clients and candidates to navigate market difficulties whilst maintaining the professional standards that support long-term recovery."

Crisis Prevention Strategies

Proactive risk management

• Implement regular training for all client-facing staff about professional standards, confidentiality requirements, and appropriate communication practices. Many crises result from individual mistakes rather than systematic failures, making prevention through training crucial.
• Review and update professional standards regularly based on industry developments, legal requirements, and best practice evolution. Ensure all team members understand both the requirements and the reasoning behind professional standards.
• Implement systematic feedback collection that identifies potential issues before they escalate into public criticism. Regular satisfaction surveys, exit interviews, and relationship reviews help identify concerns whilst they remain manageable.
• Create clear escalation procedures for handling complaints and concerns that ensure rapid response and appropriate senior involvement when issues arise.

Relationship Management

• Maintain transparent communication about processes, timelines, and potential challenges throughout client and candidate relationships. Many disputes arise from misaligned expectations rather than actual service failures.
• Regular relationship reviews with key clients and open communication about market challenges help build understanding that protects relationships during difficult periods.
• Maintain strong relationships within the recruitment industry that provide support during crisis situations. Industry colleagues often provide valuable perspective and practical support when agencies face reputational challenges.
• Active involvement in professional associations and industry bodies provides credibility and support networks that prove valuable during crisis management situations.

Remember that recruitment-specific crises often involve multiple stakeholder groups with different concerns and require tailored communication approaches. The most successful crisis management recognises these unique dynamics whilst maintaining professional standards and transparent communication throughout the resolution process.

Of course, my advice for anyone concerned about handling a potential PR crisis would be to use an expert agency. But for those firms where this might not be an option, the above should certainly steer you in the right direction.