Everything PR makes a good point in its post headed “Guilty by Association in PR.” Should you turn to a PR firm in a crisis, you may well be charged with laundering the situation, which can make the situation worse. Far better to have PR counsel as an ongoing part of a corporate team. PR should be part of an organization, not a crisis add-on.
“For this reason,” Jason Tannahill writes on Everything PR, “companies and public figures should become more proactive in their behalf for crisis management. They should always have public relations experts on board their team. In this way, when crisis hits and their existing PR experts enter, it casts little or no suspicion on the people involved.”
Yes, PR should definitely not be an add-on.