Crisis Communications and Crisis Management Firm
A crisis PR firm led by former journalists. When a story breaks, or is about to, we manage the response, the press and what Google and AI tools say long after the news cycle ends. Serving organizations and executives in New York, nationally and around the world.
Call the crisis line Book a confidential consultationCrises Are Routine, Readiness Is Not
of organizations experienced at least one major disruption other than the pandemic over a two-year span.
Source: PwC
disruptions, on average, weathered by each organization.
Source: PwC
said their most serious disruption caused financial and reputational damage downstream.
Source: PwC
Ninety-one percent of organizations experienced at least one major disruption other than the pandemic over a two-year span, according to PwC's Global Crisis and Resilience Survey of 1,812 business leaders. The average organization weathered 3.5 disruptions, and 76% said their most serious disruption caused financial and reputational damage downstream.
The gap between confidence and capability is where most crisis communications fail.
The plan may exist on paper, but the company's spokesperson has never sat through a high-stakes interview, and nobody owns the question of what the internet will say about the company a year from now.
The damage from a crisis rarely stops at the headline. It surfaces in resignation letters, in candidates who decline an offer after one search, in referral partners who go quiet and in media outlets that won't accept your advertising. Those costs compound long after the story stops running, and they seldom land on the same spreadsheet as the crisis itself.
Speed Favors the Wrong Version of Events
more likely to be shared: false stories versus true ones.
as long for accurate stories to reach 1,500 people.
A landmark MIT study published in Science tracked roughly 126,000 news cascades and found false stories were 70% more likely to be shared than true ones. Accurate stories took about six times as long to reach 1,500 people.
The record also outlasts the news cycle. Muck Rack's analysis of 25 million AI-cited links found that journalism accounts for 27% of what ChatGPT, Claude and Gemini cite. Meanwhile, Pew Research Center found that Google users who saw an AI summary clicked a traditional search result in 8% of visits, compared with 15% when no summary appeared. Whatever the summary says about your crisis is, for most readers, the whole story, which is why our crisis work now includes AI search visibility.
What a Crisis Management Firm Should Do
Clients can bring us in at any stage, though earlier is better.
Stress-Test the Plan
Before a crisis, we stress-test the plan: who speaks, who approves, what the holding statements say and how fast they can go out. We prepare executives for the questions reporters will actually ask, drawn from years of asking them.
Manage the Response
When a story breaks, we manage the response in real time. We draft statements, field media inquiries, advise leadership on what to say and what to leave alone, and coordinate with legal counsel so communications and legal strategy point in the same direction. Every word is written to survive a skeptical editor.
Recover and Rebuild
After the headlines fade, recovery starts with what you need to get back to, whether that is rebuilding a team, restoring a referral pipeline or earning back a spot on the air. We correct inaccuracies at their source, then give search engines and AI tools something better to find: the case you won, the cause you support, the work your team does every day. This is where crisis communications becomes long-term reputation management, and it is the phase most firms skip.
Ongoing monitoring. Active legal matters tend to generate fresh coverage with every ruling, so many clients keep us on to monitor developments. We see new coverage early and respond while it still matters.
What Triple7Marketing's Results Look Like
No firm can guarantee a story will not run.
What we can do is shorten the window in which only one side is heard, make sure your response is accurate and on the record, and rebuild the search and AI picture so the crisis becomes one chapter of your story rather than its headline. We track progress against the measures you care about, such as staff retention, inquiries and referral volume, along with what appears when someone searches your name.
Frequently Asked Questions
What does a crisis management firm do?
A crisis management firm helps an organization prepare for, respond to and recover from events that threaten its reputation. That includes crisis plans and media training beforehand, statements and press handling during an incident, and repairing search and AI results afterward.
When should we call a crisis PR firm?
Ideally before anything happens, while there is time to build a plan. At the latest, call when a reporter reaches out, a lawsuit is filed or a damaging post starts to spread. Early decisions tend to shape the coverage that follows.
Do you work with our attorneys?
Yes. Legal and communications strategy need to point in the same direction, so we coordinate closely with counsel on every statement.
Can you stop a story from running?
Usually not, and no reputable firm should promise that. We can make sure your side is included and accurate, push for corrections when a story gets facts wrong, and build the coverage that puts it in context.
If a Story Is Breaking Now
(917) 734-1280
For crisis planning and post-crisis recovery, Triple7Marketing works with organizations in New York, nationally and around the world, and every conversation starts confidentially.
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