Crisis PR Firm for the Story and What Ranks After It
PR Crisis ManagementMessaging + Removing the Story
A press story does damage twice: on the day it runs, and every time someone searches your name afterward. We help with what you say, drafting the holding statement, key messages and reporter Q&A with your counsel and PR team. Then we work on the story itself: removal where the coverage qualifies, and search and AI repair where it does not.
Free, Confidential Crisis Assessment
Strategy by Anthony Will, Founder & CEO · 13+ years in ORMRated 5.0 · read 228 client testimonials(opens in a new tab)- Two jobs in one written plan. The statement answers the story this week. The article, its syndicated copies and the AI summary are what people find next quarter. We scope both together, so one does not undercut the other.
- Removal is results-based. You pay only after removal is confirmed, and the free assessment shows you which coverage qualifies before you decide anything.
- Built to sit beside your PR firm and counsel. We draft and advise, your counsel reviews anything with legal exposure, and who handles reporters is agreed in writing before work starts.
What is PR crisis management?
The short answer
PR crisis management is the response to a damaging press story: deciding what to say, who says it, and what happens to the coverage afterward. A traditional crisis PR firm works on the message and the media. That matters, but it leaves the article live and ranking for your name. Reputation Resolutions supports the message, with holding statements, key messages and reporter Q&A drafted alongside your counsel and PR team, and also works on the coverage itself: removal where it qualifies, and suppression and AI-answer correction where it does not. We are not a traditional PR agency.
How we handle a PR crisis, from the reporter's email to what ranks afterward
A press story has stages, and each one needs different work. Before publication there is a reporter's inquiry and a deadline. On the day there is the article and the reaction to it. In the days after, other outlets republish or rewrite it. Then comes the long tail, when the news cycle has moved on but the article still ranks for your name and AI assistants summarize it for anyone who asks. Most crisis PR is built for the first two stages. The lasting damage usually happens in the last two.
On the message side, we draft and advise on the holding statement, the key messages and the Q&A for the questions you are most likely to be asked, working with your counsel and your PR team. Media outreach and spokesperson preparation are scoped in writing. For the statement-led version of this work, see our crisis communications page.
On the content side, we list the original article and every copy we can find, then sort them. Where coverage is false and defamatory, or breaks the publisher's own standards or a platform's policy, we pursue removal with documentation, and you pay only after removal is confirmed. Where an article is accurate but out of date, for example charges that were later dismissed, we prepare a correction or update request. For coverage that stays, the work is suppression: accurate pages and profiles built to earn their place for your name.
Then we check what AI assistants say about the story, work on the sources those answers draw from, and monitor for follow-on coverage. Throughout, the statement, any request to a publisher and any legal step are kept consistent, because a contradiction between them can become the next story. Your counsel reviews any statement with legal exposure.
Why PR Crisis Management Is Different Here
Messaging alone doesn't remove the story
The coverage outlives the news cycle
A statement shapes how the story is told this week. The article itself can keep ranking for your name long after, and it is what a customer, investor, recruiter or journalist finds when they look you up. Working on the article is a separate job from answering it.
One article becomes many
Stories are syndicated, rewritten and aggregated. Each copy sits with a different publisher that has its own standards and its own process, and each can rank on its own. A plan has to list every copy, not only the original.
What you say can narrow what can be done later
A statement that confirms a disputed fact, or an angry message to a reporter, can make a later correction or removal request harder and can become a story in its own right. The message and the requests have to be planned together.
A plan sorts the coverage first
Ours sorts the coverage into what may qualify for removal, what may be corrected or updated, and what can only be outranked, so each item gets the right work.
Who It Is For
Who hires us during a PR crisis
Most of the people who call already have a statement, a PR firm or a lawyer. What they do not have is anyone working on the coverage itself.
Communications and marketing leaders
You can handle the statement and the press. You need someone on the article, the copies and the search results, reporting to you, so your team is not learning removal policy in the middle of a crisis.
Learn more →CEOs, founders and public figures
When your own name is in the headline, the search results for that name carry the story into every deal, hire and introduction. Handled confidentially, with the advisors you name.
Learn more →General counsel and outside counsel
Content work that follows your legal strategy instead of cutting across it. Nothing goes to a publisher or platform without the approvals you set.
PR agencies with a client in a crisis
You keep the client, the messaging and the press relationships. We take the content, search and AI work, and can do it under your brand.
Learn more →Organizations expecting a story
A reporter has called, or you know something is coming. We prepare the holding statement and Q&A with your team, record what ranks for your name today, and agree the plan before the story runs.
What You Receive
Both fronts of a PR crisis
Story assessment and coverage map
Free and confidential. The original article, every republished or rewritten copy we can find, the search results for your name and what AI assistants say, each marked as may qualify for removal, may be corrected or updated, or can only be outranked.
Holding statement and key messages
Scoped in writing. A holding statement and the core messages for employees, customers, partners and press, drafted with your team. Your counsel reviews anything with legal exposure before it is issued.
Reporter Q&A preparation
Scoped in writing. The questions you are most likely to be asked, with drafted answers for whoever speaks. Media outreach and spokesperson preparation are scoped separately, so it is clear what we handle and what stays with your PR team.
News and article removal (results-based)
Removal requests to the publisher, with documentation, where coverage is false and defamatory or breaks the publisher's standards or the law. You pay only after removal is confirmed.
Correction and update requests
Scoped in writing. Where an article is accurate but incomplete or out of date, we prepare the request and the supporting record.
Search and AI containment
Scoped in writing. Accurate pages and profiles built to earn their place for your name, plus a dated record of what AI assistants say and work on the sources behind those answers.
Social and defamation response
False statements of fact and coordinated posts that follow a story, documented and reported under platform policy. Removal is results-based. Where a legal route is the right one, that is a conversation with your counsel.
The Process
How we run a PR crisis engagement
- 01
Confidential intake
Free.We ask what has run or is about to, who is asking for comment, what has already been said, and who is involved: your counsel, your PR firm, your insurer. We also ask you to hold off on deleting posts or replying to the reporter until we have talked.
- 02
Coverage map
Three groups.We list the original story, the copies, the search results and the AI answers, and sort each item: may qualify for removal, may be corrected or updated, or can only be outranked.
- 03
Written plan
Nothing vague.Named deliverables for the message side and the content side, before work starts. Removal is billed only after it is confirmed. Everything else is scoped in writing.
- 04
Holding statement and messaging
Say the right thing.We draft the holding statement, key messages and Q&A with your team. Your counsel reviews anything with legal exposure, and nothing is issued in your name without your approval.
- 05
Remove and suppress the coverage
Control what's found.Removal, correction and update requests go to each publisher with documentation. In parallel, suppression and AI-answer work begins for what will stay. We tell you each publisher's answer.
- 06
Recover and monitor
Evidence you can read.We watch for follow-on stories and republication, and report what changed in search and in AI answers.
Free, confidential crisis assessment.
Tell us what has run and who is asking for comment. We tell you which coverage may qualify for removal, which can only be outranked, and what the statement needs to do.
Typical Timelines
What to expect
We confirm the timeline with you at intake, in writing, for your situation.
Starts with your call or form. The map comes before any scope or quote, and we confirm its schedule with you at intake.
Drafting depends on the facts you can confirm and on your counsel's review.
Each publisher runs its own process. You get a case-specific read after we review the coverage, and you pay for removal only after it is confirmed.
New accurate pages need time to be indexed and to earn their place, and AI assistants refresh on their own schedules.
Follow-on coverage is common after a press story. Monitoring catches it early, and the plan is adjusted when it appears.
Real client messages · PR crisis management
What clients wrote when it was urgent
Real messages from clients who reached us in the middle of a crisis. Every message is word for word, exactly as it arrived. We only hide names to protect our clients' privacy.
I came to Reputation Resolutions in a time of crisis for myself and my business. I was presented with numerous options, and although I was skeptical at first, I began to see results almost immediately! I am so grateful for the professional and efficient work, this company saved me!
We made the mistake of not working with you sooner!! We have an ex employee that became a competitor about 5 years ago. Over the course of time he found a way to steal a customer list with all of our pricing and contract terms. He launched an aggressive online campaign against us unbeknownst to us really until a month before we contacted you. I'm ashamed I didn't pay more attention to it. Thanks again for everything the entire team are doing to help us out!
AI Search & LLMs
What ChatGPT & Google AI Overviews say about you
More people now read an AI answer before they ever click a result. For you, that answer is the new first impression. If it repeats an old complaint, a false claim, or a competitor's talking point, it shapes the decision before you even know the conversation happened.
The answer is assembled from sources. We change the sources.
ChatGPTGoogle AI Overviews
Gemini
Perplexity
ClaudeAI answers trace back to what ranks
Google says its AI Overviews are grounded in its core Search ranking, and ChatGPT and Perplexity cite what is indexed and authoritative. So what AI says about you is not random, it comes from sources you can actually influence.
We audit what AI says today
We prompt ChatGPT, Gemini, Perplexity, and Google AI Overviews the way real people ask about you, document every answer, and trace each claim back to the source feeding it.
We correct it at the source
We remove or suppress the false and damaging sources, strengthen accurate authoritative content, and reinforce your verified entity data and Knowledge Panel, so as the models re-read the web their answers move with the truth.
We keep checking every engine
AI answers move as models refresh and re-read the web. We monitor each engine and re-check on a schedule, so progress holds and a new bad answer is caught early.
Monitor
We track what AI says about you, monthly
A recurring prompt panel across ChatGPT, Gemini, Claude, Perplexity, and Google's AI Overviews logs how you are described, what gets cited, and what changed, so a bad answer is caught before it spreads.
AI reputation monitoring →Influence
We change the sources AI draws from
AI answers are built from sources. We correct, remove, or outrank the sources behind it, structure your own site so models cite it (LLM SEO), and build presence on the third-party surfaces models trust (LLM seeding).
LLM seeding & LLM SEO →Why We're Different
Us vs. a traditional PR agency
Primary lever
Traditional PR Agency
Messaging and media relations
Reputation Resolutions
Messaging support, plus work on the coverage itself
The damaging article
Traditional PR Agency
Usually answered with a statement or media response
Reputation Resolutions
Removal where it qualifies, a correction or update request where that is realistic, suppression where it stays
Republished copies
Traditional PR Agency
Varies by firm
Reputation Resolutions
Listed in the coverage map and handled publisher by publisher
Search and AI answers
Traditional PR Agency
Often a separate service
Reputation Resolutions
In the same written plan
How you pay
Traditional PR Agency
Commonly retainers or hourly fees
Reputation Resolutions
Removal only after it is confirmed. Everything else scoped in writing first
Working with others
Traditional PR Agency
Can be the whole engagement
Reputation Resolutions
Built to sit beside your PR firm and counsel
Who runs your case
Senior specialists, no junior handoffs
Reputation Resolutions is run by a world-class team of online reputation management experts. Your case is handled by senior, multidisciplinary specialists: removal strategists who know each platform's rulebook, SEO and content experts who rebuild your search results, legal partners for the matters that need them, veteran PR professionals, and AI-search specialists who help you find and correct what LLMs like ChatGPT say about you. Your name is treated as if it were their own.
Get Started
Schedule a Free Consultation With Our PR Crisis Management Experts
Tell us what has run, where it has been republished and who is already advising you. The assessment is free and confidential, removal is paid only after it is confirmed, and everything else is scoped in writing.
Free & Confidential Consultation
What do you need help with?
Tap everything that applies, for you or your business.
Prefer to talk? Call 855-239-5322
PR Crisis FAQs
PR Crisis Management, Answered.
What people ask before they call.
It is the response to a damaging press story: deciding what to say, who says it, and what happens to the coverage afterward. Classic crisis PR covers the message, with holding statements, key messages and press questions. We support that work alongside your counsel and PR team, and we also work on the coverage itself: removal where it qualifies, correction or update requests where those are realistic, and suppression and AI-answer correction for what stays.
A crisis PR firm shapes what you say and how the media hears it. That is valuable, and if you already have one, keep it. What most crisis PR firms do not do is work on the article after it runs. We map the original story and its copies, pursue removal where coverage qualifies, and build the search and AI repair plan for the rest. We work beside your PR firm and counsel, not instead of them.
Do not ignore the deadline. Confirm what you can say with your counsel, decide who speaks, and prepare a short holding statement that acknowledges the inquiry. We can draft that with your team, along with answers to the likely follow-up questions.
Often, when the coverage is false and defamatory or breaks the publisher's own standards or the law. Where an article is accurate but out of date, we prepare a correction or update request. We review the coverage and tell you which applies before you decide. Removal is 100% results-based, so you pay only after it is confirmed.
Yes. A statement, a request to a publisher and a legal demand all have to say the same thing, so we work to the approvals you and your counsel set, and nothing is issued in your name without your sign-off. Your counsel reviews anything with legal exposure.
It can. An article that ranks keeps ranking after the news cycle ends, and AI assistants compose answers from the sources they find. Where content is removed at the source, we ask Google to refresh its index. Where it stays, we build accurate pages and profiles that deserve to rank and work on the sources behind AI answers. We report what changes.
The assessment is free. Removal is results-based: you pay only after removal is confirmed. Statements, Q&A, correction and update requests, suppression, AI-answer correction and monitoring are scoped in writing with named deliverables before work starts, and only if you choose them.
Yes, and earlier is generally easier. Before a story runs we can draft the holding statement and Q&A with your team, agree the approval chain with your counsel, record what currently ranks for your name and what AI assistants say, and agree the plan for the coverage.
Still not sure if your situation qualifies?
Get a straight answer from a senior specialist in one call: free, confidential, and you'll know exactly where you stand before you decide anything.
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