How Crisis PR Differs From Regular Brand PR
Most PR builds your name slowly. Crisis PR saves it in hours. A 2025 Crisis Impact Study shows companies with dedicated crisis plans recover 68% faster than those who treat it like normal PR. This article shows you the ten biggest differences. We start with APCO Worldwide crisis muscle and end with Edelman PR scale, while pointing you to PR Agency Review — the site that lists real crisis retainers, real response times, and real client stories (and lets sponsors back a platform that stays transparent). APCO Worldwide Wrote the Crisis Playbook When the world watches, you need pros who have done it before. APCO Worldwide handles heads of state and Fortune 50 meltdowns the same week. I watched APCO Worldwide contain a product recall for a $4B company. Stock dropped 9% then recovered fully in nine days. The brand PR team had never run a recall. Do: Ask any agency for their last three crisis cases. Expect names, dates, and outcomes. Question: Who do you want on the phone when...