A crisis is the last thing a company wants, but it can hit at any time – in the form of a product recall campaign, a poor test rating, a factory accident, negative media coverage or a deluge of negative comments on Facebook. When that happens, you have to act fast to develop a crisis strategy and craft a statement, news releases and Q&As – usually at very short notice. We always take a 'can do' approach to crisis PR because we know exactly what we're doing, so we simply switch up a gear. We get to work managing the media contacts straight away, always liaising closely with the client. And our managing director is always the team leader in any crisis PR project!

Ideally every company should have a crisis manual providing clear instructions and guidelines on crisis management. zeron can develop crisis manuals for any foreseeable crisis. Not as a document gathering dust on a shelf that nobody can find and not as a glossy publication – because looks aren't what count in a crisis. A crisis manual should provide practical guidance without wasting words so that everyone who reads it knows exactly what to do. It should include checklists, instructions and procedures, roles and responsibilities – plus a few templates for statements and news releases. Other approaches simply don't work in practice.