By Tom Ciesielka, President, TC Public Relations
When a crisis strikes, the worst time to figure out your public response is in the moment. Over the years, I’ve seen organizations—especially in the pro-life and faith-based space—either rise or fall depending on how prepared they were to handle the unexpected. I recently shared insights on this topic during a conversation on *From The Median* with Molly Smith.
Here’s a summary of what we discussed, with real-life lessons pulled from my work with legal clients, nonprofit ministries, and public figures.
1. Proactive Crisis Management Is Non-Negotiable
You don’t need to be a national organization to experience a media firestorm. One of my clients—a small Christian school—found itself under scrutiny after standing firm on its values. Thanks to advance planning, we had statements ready, a designated spokesperson trained, and a plan for quickly notifying stakeholders. As a result, the school was able to stay in control of its message and weather the controversy with minimal fallout.
Takeaway: Have a crisis plan in place. Draft messaging for likely scenarios. Know who speaks and how.
2. Consistent Messaging Builds Credibility
Whether you’re issuing a press release, giving an interview, or posting on social media, consistency is key. I’ve worked with pro-life organizations where different leaders were saying different things to the media—and it cost them credibility.
Contrast that with the American Life League. When they release a report or speak on life issues, every quote, tweet, and op-ed supports a unified message rooted in their mission. That kind of alignment gives journalists confidence and leaves no room for confusion.
Takeaway: Every word your organization says in public should reinforce your mission and match your values.
3. Build Media Relationships Before You Need Them
During a major litigation case involving parental rights, I helped the legal team gain coverage not just in legal media like Law360, but in broader outlets like Fox News and The Federalist. That access didn’t happen overnight. It came from years of building trust with reporters and editors by delivering timely, accurate, and useful information.
Takeaway: Don’t wait for a crisis to meet the media. Offer value, build trust, and be accessible before the headlines hit.
4. Public Image Isn’t Just PR—It’s Presence
An organization I worked with in Chicago boosted its public goodwill by hosting family-friendly events and collaborating with local churches on service projects. When they later faced an online smear campaign, their strong community relationships helped rally support and defend their reputation.
Takeaway: The best PR starts long before a press release. It’s about presence—showing up, serving, and becoming known for good.
Final Thoughts
The truth is, every organization has a public image. The question is whether you’re shaping it intentionally or letting the culture do it for you. If you work in a space where your beliefs or mission might be misunderstood—or attacked—you need to be even more prepared.
If your organization needs help building a positive public image or preparing for a potential crisis, let’s talk. At TC Public Relations, we’ve helped everyone from attorneys to pastors to pro-life leaders shape their voice, strengthen their message, and stand firm with grace when it matters most.
Let’s work together—before the headlines start.