Why Every Business Needs a PR Strategy Before a Crisis Hits

Perception shapes success. Whether you’re an entrepreneur, a startup founder, or a well-established brand, how your company is viewed by the public and media determines its growth and longevity. Too often, PR is treated as an afterthought, a tool to be called upon only when things go wrong. The truth is, the most effective PR strategies are built before a crisis ever occurs.

Alexandria Hammond, founder of BrandNEWS PR Consulting Firm, knows this better than anyone. With 20 years of experience in PR, media relations, and branding, she has worked behind the scenes to craft compelling stories for brands of all sizes. From playing a key role in the PR campaign that turned The Elf on the Shelf into a household name to leading external communications for one of the largest orthopedic practices in the U.S., Alexandria has mastered the art of staying ahead of the media curve.

PR vs. Branding vs. Marketing: What’s the Difference?

One of the biggest misconceptions in business is lumping PR, branding, and marketing into one category. While they all contribute to your business’s growth and visibility, they serve distinct purposes:

• Branding defines your identity, including your mission, values, and the emotions you evoke in customers.

• Marketing is how you sell: advertising, campaigns, and lead generation efforts.

• PR (Public Relations) is how you maintain credibility, reputation, and media presence.

Marketing drives sales, but PR builds trust. Without PR, even the most well-funded marketing campaigns can fall flat because people don’t know who you are or why they should care.

For women business owners, PR is particularly powerful. It allows you to own your narrative, showcase your expertise, and position yourself as an industry leader. Women often face unique challenges in business, from visibility gaps to limited access to funding and networks. Strategic PR helps level the playing field by amplifying your voice and ensuring your story is heard by the right audience.

Building Relationships Before You Need Them

One of the worst mistakes businesses make is waiting until a crisis hits to start thinking about PR. When disaster strikes, whether it’s a bad review going viral, an unexpected scandal, or a product failure, brands scramble to hire a PR team, wasting precious time vetting agencies and creating a strategy from scratch.

Alexandria emphasizes the importance of proactive PR. “You don’t want to be figuring out who to hire when you’re already in crisis mode,” she says. “You need someone in place who understands your brand, your values, and your audience before anything happens.”

Having established media relationships is a game-changer. PR isn’t just about sending press releases, it’s about knowing journalists, editors, and producers who trust you and your expertise. If you’ve already built those connections, they’re more likely to cover your side of the story when it matters most.

The Power of Storytelling in PR

At its core, PR is about storytelling. Alexandria’s career is built on understanding what makes a brand stand out and crafting narratives that resonate. “Your brand’s story should be compelling, consistent, and adaptable,” she says. “And most importantly, it should be authentic.”

For women in business, storytelling is a particularly impactful tool. Your journey, challenges, and successes add depth to your brand. Whether you are a solopreneur balancing family life, a startup founder navigating funding rounds, or a seasoned business leader expanding your reach, sharing your experiences helps connect with your audience on a personal level. PR gives you the platform to tell your story in a way that builds credibility and trust.

Strong PR isn’t about spin, it’s about credibility. It’s about ensuring that when people talk about your brand, they’re saying the right things. It’s why successful businesses invest in PR not just for crisis management, but for thought leadership, media positioning, and long-term reputation building.

PR as a Growth Strategy

For business owners who think PR is a luxury rather than a necessity, consider this: Brands with strong media presence and positive public perception have a competitive advantage. A well-placed feature in a trusted publication can bring in more credibility (and ultimately customers) than a dozen ads.

Moreover, PR isn’t just for big brands. Small businesses, solopreneurs, and startups can benefit immensely from strategic PR efforts. Whether it’s securing local press coverage, getting featured on industry podcasts, or establishing a thought leadership presence on LinkedIn, PR efforts compound over time, strengthening your brand’s presence and resilience.

Women entrepreneurs, in particular, can use PR to build authority in their industries. Speaking engagements, podcast interviews, and expert commentary in major media outlets position you as a go-to resource in your field. The more visibility you have, the more opportunities come your way—whether that’s new clients, partnerships, or investment opportunities.

Lessons from an Entrepreneur’s Journey

When Alexandria was laid off in 2023, she had a choice: jump back into the corporate world or build something of her own. She chose the latter, launching BrandNEWS PR Consulting Firm.

Her biggest lesson? Resilience. “As an entrepreneur, you don’t have the luxury of passing off big decisions. Every ‘no’ hits differently because it’s personal,” she shares. “You have to learn to pivot fast, keep building relationships, and find creative ways to stand out.”

For women business owners, resilience is key. The path to success isn’t always linear, but PR can help navigate challenges by ensuring your brand remains strong even when facing obstacles. Consistent messaging, visibility, and media relationships provide a solid foundation that helps you weather difficult times.

Starting a business is hard. So is maintaining relevance in an industry as dynamic as PR. But Alexandria’s success is proof that when you know your value, stay ahead of the curve, and control your own narrative, the opportunities are limitless.

Take Control of Your Brand Narrative

Every business needs a PR strategy. Whether you’re just starting out or looking to strengthen your brand’s reputation, investing in PR before you need it can be the key to long-term success.

For women entrepreneurs, owning your brand narrative is especially critical. The more control you have over how your business is perceived, the more influence you have in your industry. Don’t wait for opportunities—create them through strategic PR.

Want to learn more about how to build your brand’s media presence? Connect with Alexandria Hammond:

• Website: BrandNEWS PR Consulting Firm

• LinkedIn: Alexandria Hammond

• Instagram: @brandnews.llc

• Email: alex@brandnewsllc.com

Your brand’s story is already being told. Make sure you’re the one writing it.