One of the most important things an ad agency can do in a crisis situation is help its client see the reality of the situation and what needs to be done.

The agency also needs to help the client keep the situation in perspective and focus on the long term.

 It’s easy to panic and develop a siege mentality when an organization in crisis is under intense scrutiny from the outside, but that only makes matters worse.

 Properly managing the crisis is vital, because facts alone don’t win in the court of public opinion—perceptions do.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.