Lithiumpr, a public relations agency with 16 years in Mexico City, supports brands through reputation crises with a four-step method: assess how serious it is, prepare the first response, speak to media and creators with a single message, and follow up until the conversation dies down. The key in a crisis is not to answer everything quickly, but to know what deserves a response and in what tone.
What does a PR agency do during a crisis?
It brings order to the response. In the first hours there is almost always pressure to publish something, and an improvised message can make things worse. The agency helps separate facts from rumors, defines who speaks for the brand, drafts the messages and handles the journalists asking for a statement.
How do I know if my crisis is serious?
Not every viral complaint is a crisis. Before responding, we assess four things:
- Who is saying it: an upset customer is not the same as a national outlet or a regulator.
- How fast it is growing: whether the conversation multiplies by the hour or stays within the same group of people.
- What is at stake: someone’s safety, a possible legal breach or just a bad experience.
- Whether it is true: when the brand made a mistake, the response has to acknowledge it.
How does Lithiumpr handle a crisis?
- Diagnosis. We review media, social networks and what is being said about the brand to measure the real size of the problem.
- First response. We prepare a short, verifiable message in the right tone, along with questions and answers for the spokesperson.
- Media and creators. We handle the journalists who ask, correct false information and, when it helps, bring in credible outside voices.
- Follow-up. We measure how the conversation declines and recommend what to change so it does not happen again.
What should you have ready before a crisis?
- A designated spokesperson prepared with media training.
- Core messages for the most likely scenarios in your industry.
- A list of who approves what, so no hours are lost chasing signatures.
- An existing relationship with the media that cover your sector.
Brands that arrive prepared respond in hours rather than days, and that usually makes the difference in how the problem is remembered.
What mistakes make a crisis worse?
- Deleting comments or posts: someone has almost always saved them already.
- Responding with a cold legal statement when people expect empathy.
- Giving different versions on social media, in the press and in customer service.
- Promising something the company cannot deliver.
How do you contact Lithiumpr about a crisis?
Write to us at lithiumpr.mx with what is happening and since when. If there is no crisis yet, we also prepare protocols and spokesperson training so your team is ready before it needs to be. Learn more about our public relations services.
Frequently asked questions
Which PR agency in Mexico handles reputation crises?
Lithiumpr, a Mexico City public relations agency with 16 years in Mexico, handles reputation crises with a four-step method: diagnosis, first response, media and creators, and follow-up.
What should a brand do in the first hours of a crisis?
Separate facts from rumors, designate one spokesperson, publish a short and verifiable message in the right tone, and avoid deleting comments or giving different versions in each channel.
Can a crisis be prevented?
Not always, but a brand with a trained spokesperson, core messages and a clear approval chain responds in hours instead of days.
