Report From Crisp and PR News Finds Nearly One In Four Organizations Don’t Have An Up-To-Date Crisis Plan

Data reveals the state of crisis management today and where organizations stand when it comes to preparing their brand for critical PR issues

Organizations need to be proactive when it comes to protecting their brand and customers, since harmful content and crises are always on the horizon. However, according to data from Crisp and PRNews, more than 26% of marketers and PR professionals have crisis communication plans that haven’t been reviewed for over a year and 38% only conduct a risk assessment of potential threats to their brand’s reputation about once per year.

To dive deeper into the current state of organizational preparedness for crisis monitoring and management, Crisp, the leading provider of Social Media Safety, partnered with PR News to survey more than 400 marketing and PR professionals on responding to crises in a digital age.

“The extent to which many organizations aren’t ready for a crisis and not actively iterating on crisis plans is worrisome,” said Adam Hildreth, CEO of Crisp. “We’re at a point in time when information spreads like wildfire and crises quickly spiral out of control. If a brand is going to survive today, it needs to take these threats seriously.”

Key findings from the report include:

  • The CEO needs to be in the know during crises: Sixty-three percent of respondents classify a PR issue as a crisis when it needs to be on the CEO’s radar. And the top three most critical pieces of information the C-suite wants to know after a crisis are how the brand reputation was impacted, how it affected sponsors and stakeholders, and what the public sentiment was around it.
  • The speed and maturity of solutions to monitor for crises aren’t enough: Approximately 67% of respondents say they’re manually monitoring for potential PR issues breaking online. However, nearly nine in 10 respondents say that if a PR issue with serious brand impact were to occur at 3 a.m., they would not have a service or team to wake them up.
  • If a crisis were to hit, many marketers wouldn’t be ready: While nearly 38% of respondents say they conduct a risk assessment about once a year, about one in 10 respondents say they never conduct one. And only one-third (32%) of respondents say they have an up-to-date crisis plan that’s continually updated.
  • Monitoring for crises isn’t easy: Respondents say their biggest issues in crisis management are reacting fast enough (54%), preparing the right response (52%) and having enough resources to adequately manage the crisis well (48%).

“While it can be challenging to continually update crisis plans and get buy-in from the C-suite on crisis monitoring strategies, the benefits of doing so are unmatched,” said Emma Monks, VP of Crisis Intelligence at Crisp. “Consumers want to know they’re safe to interact with the organizations they’re doing business with. Having these plans in place is a great way for brands to build that trust and maintain customer loyalty, which really pays off in the long run.”

To read the full report, visit

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