Can Public Relations Package Include Crisis?
Public relations packages can include crisis services, but most agencies distinguish between crisis planning and active crisis management. Standard PR retainers typically include crisis preparedness elements like risk assessment and response plan development, while hands-on crisis response during an active emergency usually requires separate engagement or a premium retainer.
Understanding the Crisis Services Spectrum
PR agencies structure crisis-related services across a continuum rather than as a single offering. This approach reflects the dramatically different resource demands between preparing for potential issues and managing live reputation emergencies.
Crisis planning represents the preventive side of this spectrum. These services focus on identifying vulnerabilities before problems emerge. Agencies conduct risk audits to pinpoint potential reputation threats specific to your industry and company. They develop response frameworks that outline decision-making hierarchies and communication protocols. Message templates get drafted for various scenarios, allowing rapid deployment when needed. Crisis teams receive training through simulation exercises.
Active crisis management sits at the opposite end. When a reputation emergency breaks, agencies mobilize specialized teams for immediate response. Spokespeople receive real-time coaching for media interviews. Communication professionals craft and deploy statements across multiple channels. Media inquiries get fielded around the clock. Social listening teams monitor sentiment shifts minute by minute.
The resource intensity differs by orders of magnitude. Crisis planning might consume 5-10 hours monthly as part of broader PR work. Active crisis management can demand 40+ hours per day from multiple senior professionals when a major incident unfolds.
What Standard PR Packages Typically Include
Most comprehensive PR retainers bundle crisis planning alongside other core services. Agencies structure these packages to provide ongoing strategic support rather than emergency response.
Media relations forms the foundation of most packages. PR teams pitch stories to journalists, coordinate interviews, and build relationships with key reporters in your industry. They track coverage and adjust strategies based on what generates traction.
Content creation encompasses press releases, executive bylines, speeches, and thought leadership articles. Some agencies also ghost-write blog posts and social media content, though this varies by firm size and specialization.
Strategic counsel appears in various forms across retainers. Quarterly planning sessions align PR efforts with business objectives. Monthly check-ins review performance metrics and adjust tactics. Ad hoc guidance addresses emerging opportunities or concerns that don’t rise to crisis level.
Performance reporting demonstrates PR impact through media placements, reach metrics, message penetration, and sentiment analysis. Agencies quantify coverage value and track key performance indicators against established goals.
Crisis planning services within standard packages focus on preparation. Agencies help clients develop crisis communication plans, train spokespeople, and establish notification protocols. They might conduct annual crisis simulation exercises or review and update crisis playbooks.
What standard packages typically exclude is the intensive, drop-everything response that active crises demand. When a reputation emergency breaks, it requires senior-level expertise working extended hours under extreme pressure.
The Pricing Structure for Crisis Services
PR agencies price crisis services to reflect the distinct nature of planning versus response. Understanding these pricing models helps organizations budget appropriately for both scenarios.
Standard retainer fees range from $2,000 to $25,000 monthly for most mid-sized businesses. These retainers bundle crisis planning with other PR services. Larger corporations often pay $15,000 to $50,000 monthly, with crisis preparedness built into comprehensive packages.
According to industry data from 2024-2025, agencies structure crisis planning as approximately 10-15% of overall retainer work. For a $10,000 monthly retainer, roughly $1,000-$1,500 covers crisis preparedness activities.
Active crisis management commands premium pricing. Many agencies require $20,000 minimum engagements for crisis response, charged separately from standard retainers. Some firms bill hourly at $300-$500 per hour during active crises, with costs quickly escalating to $10,000-$50,000 per week depending on crisis severity and duration.
The cost differential reflects several factors. Crisis response demands immediate availability from the most experienced professionals. A senior crisis communications expert with 15+ years of experience bills at significantly higher rates than account managers handling routine PR tasks. Multiple team members often work simultaneously—media relations specialists, social listening analysts, content creators, and strategic advisors all coordinate responses.
Some agencies offer crisis retainers as standalone services. These arrangements provide 24/7 access to crisis counsel for $5,000-$15,000 monthly. Organizations essentially purchase insurance—paying ongoing fees for immediate expertise if emergencies strike.
When Crisis Services Shift from Included to Additional
Agencies use specific triggers to determine when crisis work exceeds standard retainer scope. Recognizing these thresholds helps clients understand when additional fees apply.
Severity and urgency represent the primary factors. Negative social media comments that can be addressed during normal business hours typically fall within standard retainer work. A data breach affecting thousands of customers requires immediate, intensive response that exceeds typical retainer parameters.
Media attention level also influences categorization. If one local reporter requests comment on a minor incident, that’s routine media relations. When national news outlets demand immediate statements and multiple interviews, the situation escalates beyond standard service scope.
Time demands provide another clear indicator. Crisis planning activities integrate into regular work schedules without disrupting other client services. Active crisis management often requires multiple team members working nights and weekends, pulling resources from other accounts.
Spokesperson requirements affect classification as well. Media training sessions scheduled weeks in advance fit within standard retainers. Coaching an executive through hostile media interviews on two hours’ notice represents crisis-level work.
Duration matters significantly. Addressing a short-term issue over 2-3 days might be absorbed into existing retainers depending on client relationships and contract terms. A crisis persisting for weeks demands separate engagement due to sustained resource intensity.
Most agencies include 2-3 crisis planning sessions annually in standard retainers. They’ll review and update crisis plans, conduct tabletop exercises, and provide general preparedness counsel. When organizations need actual crisis response—coordinating communications during a live emergency—that typically triggers additional fees or requires a specialized crisis retainer.
How to Evaluate Crisis Coverage in PR Proposals
Organizations shopping for PR services should scrutinize how agencies structure crisis support. Several key questions reveal whether proposals provide adequate protection.
Ask agencies to specify exactly what crisis services their standard retainer includes. Request detailed descriptions rather than accepting vague promises of “crisis support.” Agencies should clarify whether they provide crisis plan development, annual reviews, team training, message template creation, and simulation exercises.
Determine response time commitments for actual emergencies. Some agencies guarantee initial response within 15-30 minutes of crisis notification. Others promise next-business-day contact. Organizations in reputation-sensitive industries need faster response guarantees.
Understand escalation processes and additional costs. Request clear explanation of circumstances triggering supplemental fees. Ask for examples: “If we experience a data breach, what would crisis response cost?” Agencies should provide at least ballpark estimates rather than refusing to discuss emergency pricing.
Evaluate the experience level of crisis response teams. Crisis management demands seasoned professionals who’ve navigated actual reputation emergencies. Ask about the specific individuals who would handle your crisis. Review their backgrounds, training, and past crisis work.
Assess after-hours availability. Crises don’t respect business hours. Agencies should explain their 24/7 protocols—whether they maintain dedicated emergency hotlines, how quickly senior staff can mobilize, and what support exists during nights, weekends, and holidays.
Consider industry-specific expertise. A fashion brand faces different reputation risks than a pharmaceutical company. Agencies with relevant sector experience understand industry-specific vulnerabilities and media dynamics.
Request references from clients who’ve experienced actual crises. Agencies can discuss hypothetical crisis planning all day. Speaking with organizations that relied on the agency during real emergencies provides insight into how they perform under pressure.
Building a Hybrid Approach to Crisis Coverage
Many organizations benefit from combining different crisis service models rather than relying solely on standard PR retainers.
A base PR retainer provides ongoing crisis planning and general reputation management. This includes quarterly crisis plan reviews, annual media training, and routine issue monitoring. The agency stays familiar with organizational dynamics, leadership personalities, and reputation landscape.
A crisis response retainer with a specialized firm offers 24/7 access to expert crisis counsel. Organizations pay monthly fees—typically $5,000-$15,000—for guaranteed rapid response if emergencies strike. This retainer doesn’t include day-to-day PR work but ensures expert support is instantly available.
Some companies maintain relationships with multiple firms. A general PR agency handles ongoing communications while a crisis specialist stays on standby. When emergencies occur, both firms collaborate—the general agency provides organizational knowledge while crisis specialists drive tactical response.
Industry associations and professional groups sometimes offer shared crisis resources. Members gain access to crisis communication toolkits, training programs, and even pooled response services at reduced costs.
Insurance policies increasingly cover crisis communication costs. Cyber liability insurance often includes coverage for PR support following data breaches. Directors and officers insurance may cover crisis communications related to executive misconduct allegations.
The optimal structure depends on organizational risk profile. Companies in highly regulated industries with significant reputation exposure often invest in dedicated crisis retainers. Organizations with lower risk profiles might rely on crisis planning elements within standard PR retainers, accepting that active crisis response would require emergency engagement.
Red Flags in Crisis Service Offerings
Certain agency claims or contract terms should raise concerns when evaluating crisis capabilities.
Guarantees that crisis response is “fully included” in low-cost retainers deserve skepticism. Legitimate crisis management requires senior expertise and significant resources. Agencies charging $3,000 monthly retainers cannot profitably provide comprehensive crisis response without additional fees. Either they’ll invoice supplemental costs when crises occur, or they lack capacity for effective response.
Vague crisis commitments without specific deliverables indicate weak offerings. Proposals should detail exactly what crisis services agencies provide—number of training sessions, plan development timelines, response time guarantees, team composition during emergencies.
Agencies that haven’t experienced actual client crises may struggle during real emergencies. Crisis simulation differs fundamentally from managing live reputation threats with millions of dollars at stake. Request case studies and client references from actual crisis situations.
Refusal to discuss additional crisis costs suggests agencies hide true pricing. Professional firms explain pricing structures transparently. They acknowledge that active crisis management requires resources beyond standard retainers and provide clear cost parameters.
Junior staff designated as crisis leads present significant risk. Crisis management demands seasoned judgment that comes only through extensive experience. Organizations should insist on knowing which specific senior professionals would lead crisis response.
Overpromising represents another warning sign. Agencies claiming they can prevent all crises or guarantee positive outcomes lack credibility. Effective crisis management minimizes damage and accelerates recovery, but cannot eliminate all negative consequences.
Frequently Asked Questions
What’s the difference between crisis planning and crisis management in PR packages?
Crisis planning involves preparation activities like developing response protocols, training teams, and creating message templates. This work happens proactively before any emergency occurs. Crisis management refers to active response during live reputation emergencies—coordinating communications, managing media inquiries, and guiding leadership through unfolding situations. Most standard PR packages include crisis planning, while active crisis management typically requires separate engagement.
How much should I budget for crisis PR services?
Budget based on your organization’s risk profile. Standard PR retainers ($2,000-$25,000 monthly) include crisis planning for most companies. Organizations in high-risk industries should budget an additional $5,000-$15,000 monthly for dedicated crisis response retainers. If crisis response isn’t included in ongoing agreements, expect to pay $20,000-$50,000+ when emergencies occur, depending on severity and duration.
Can small businesses afford crisis PR services?
Small businesses can access crisis support through scaled approaches. Many agencies offer crisis planning within retainers starting at $2,000-$5,000 monthly. Some firms provide crisis planning packages as one-time deliverables for $5,000-$10,000. While 24/7 crisis response retainers may exceed small business budgets, establishing crisis plans and building agency relationships positions companies to engage help quickly if emergencies strike.
Should crisis services be included in every PR contract?
Crisis planning should appear in most comprehensive PR agreements. Even if active crisis management isn’t included, contracts should clarify escalation processes, response time commitments, and supplemental fee structures. Organizations can then engage specialized crisis firms separately or accept that crisis response will require emergency contracts if situations arise.
The relationship between PR packages and crisis services reflects the fundamental difference between preparation and response. Most agencies structure offerings to provide ongoing crisis readiness while maintaining flexibility to scale resources dramatically when emergencies demand intensive intervention. Organizations benefit from understanding this distinction, ensuring contracts provide both proactive planning and clear paths to expert support when reputation threats materialize.