How To Build Positive PR Before You Need It: 20 Expert Insights

Brand reputation can make all the difference in how a company weathers a crisis. The best time to start building the positive sentiment and goodwill needed to withstand the strong headwinds of a crisis is long before trouble appears, and leadership has a huge part to play in doing so.

The way an executive leadership team shows up, communicates and connects with stakeholders in periods of stability and steadiness can shape how much trust and support their organization will have when the stakes are higher. Below, 20 members of Forbes Agency Council explain how to start building that foundation of PR now so that it’s ready when it is needed most.

1. Bring Values To Life Through Storytelling.  Consistent, clearly communicated values are among a company’s strongest defenses in a crisis. But values can’t just live in a motto. They need to show up in leadership behavior, brand voice and what the company spotlights far in advance of a crisis scenario. Strategic storytelling and thought leadership bring them to life, so in a tough situation, you’re reinforcing reputation, not scrambling to explain.
2. Treat Your Reputation Like A Bank Account.  The more deposits you make by being transparent, trustworthy and dependable, the greater your balance will be when a crisis hits and you need to make withdrawals of forgiveness, patience and second-chances. If you’ve built a reputation of respect and integrity, you’ll be able to live off your balance during a crisis.
3. Build A Third-Party Narrative In Advance.  Build a credible third-party narrative before you ever need it. That means investing early in thought leadership, media relationships and strategic visibility—not to sell, but to signal trust, competence and values. When a crisis hits, you don’t want to be introducing yourself to the public for the very first time.
4. Position Your Leaders As Trusted Experts.  Thought leadership is one of the most powerful ways to build a strong brand reputation. Op-eds, podcasts and speaking opportunities are all great ways to do this and help position your executive team members as trusted experts in their field. The more visible and credible your leadership is, the more resilient your brand will be if a crisis were to arise.
5. Be Transparent And Responsive.  Use two tactics that are interrelated: transparency and responsiveness. Being honest with shareholders and discussing both positive and negative aspects of the company’s business will earn credibility with them. Learning the importance of responsiveness and a transparent approach and taking responsibility, especially when faced with a crisis, will mitigate reputational damage.
6. Share Genuine Success Stories.  One effective tactic is regularly sharing authentic success stories and insightful content highlighting company values and their real-world impact. Proactively communicating these narratives across strategic platforms positions your brand as transparent, credible and committed to long-term impact, building genuine trust and positive PR, which are essential foundations for resilience.

The others are:

Address Potential Vulnerabilities Proactively.  

Demonstrate Your Mission Through Action.  

Publicly Document Wins During Periods Of Calm.  

Earn Trust Through Everyday Integrity.  

Build A Thought Leadership ‘Wall Of Context’.  

Offer To Help Clients Without Expectation.  

Tell Founder-Driven Story Before Others Do.  

And Anchor PR Campaigns In Honesty. 

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