Why businesses must take crisis communications seriously in 2026

For many organisations, crisis communications are still seen as a “just in case” exercise, or something only relevant only to large corporates facing national media scrutiny.

In truth, that mindset is becoming increasingly risky as today’s business environment is faster, louder and far less forgiving than in previous years.

Whilst online presence is a great tool for business growth, unfortunately during a crisis, it can be a catalyst to spread misinformation and amplify mistakes.

Nowadays, stakeholder expectations around transparency and accountability are higher than ever.

A crisis does not need to be headline news to cause serious reputational damage.

A crisis isn’t predictable

When people think of a crisis, they often picture major scandals, regulatory investigations and corporate collapses dominating national headlines.

However, a crisis can take many forms, from fires and operational incidents, data breaches, supply chain failures and even a poorly judged social media post.

Unfortunately, a crisis is not something you can predict, but how you handle it can indicate the outcome.

Poorly managed, the outcome can cost far more than money alone, it costs trust and irreparable reputational damage.

Whilst the situation may never reach national headlines, it will reach customers, employees, regulators and stakeholders.

Without preparation, even a relatively contained issue can escalate quickly.

Delayed statements, unclear messaging, confusion over who should speak publicly and decisions made under pressure can all impact trust.

Silence is almost never interpreted as caution; it is seen as avoidance.

It is important that you acknowledge the issue quickly, even when all the facts are not yet known.

Handled well, your response will help safeguard credibility and strengthen
relationships.

How can a PR expert help?

Having a plan in place before an incident occurs allows leadership teams to respond with confidence rather than panic.

This is where working with a PR agency can help.

A PR professional can help you maintain clarity around decision making, responsibilities and communication channels.

We can help organisations think clearly when it matters most.

We can identify potential risks early, prepare leadership teams to respond effectively, and ensure your messaging is consistent and credible, to give you peace of mind.

When emotions are high internally, having trusted advisors who can guide strategy and communication can be the difference between regaining control and compounding the problem.

A PR professional will take the load off your team, manage and advise on all communications both during and after the crisis to safeguard reputation, so you can focus on keeping the business moving and growing.

Building capability through a crisis

Uncertainty is not going away.

Economic pressure, digital risk and public scrutiny will continue to shape how businesses are judged.

Preparation is not about expecting the worst, it’s about being ready to respond with clarity, confidence and credibility when challenges arise.

That’s why Partners PR has launched a new series of practical workshops, including Crisis Communications Essentials to help small and medium sized businesses understand what they need to put in place to protect their reputation should the unexpected happen.

For more information on crisis communications, and how to respond effectively get in touch with Partners PR.