How PR agencies play during a crisis
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Agency partners are being tapped less for developing a crisis plan and more for executing the response, per Memo's crisis index report.
By the numbers: In 2023, 76% of agencies were being brought in as a crisis started and in the response planning period, compared to 64% this year.
- Meanwhile, 36% were brought in simply to execute a strategy — up from 24% in 2023.
Zoom in: When agencies are brought in to advise on a crisis, a majority say they are most effective at developing and executing a media strategy. However, in-house pros say that's where their agency is the least effective.
- Compiling research, reporting metrics and advising on a plan is where agencies are most supportive, per the report.
Yes, but: AI-powered tools now allow for in-house folks to quickly conduct research, monitor coverage and compile status reports.
- This means outside communications consultants could have to do more to help clients see beyond the crisis and play the long game.
What they're saying: "When it comes to crisis response, there's a lot of tactical sophistication and strategic ignorance," says Miller.
- "Fancy tools that gather sentiment analysis or social listening might help you get from A to B, but the greatest value [we] can provide is helping clients play chess and better understand how move A will impact move D or E. Sometimes we're trying to be so tactically sophisticated that we lose sight of the impact on the long term."
The bottom line: AI tools should enable all communicators to quickly capture and monitor data — meaning agencies should level up their strategic counsel and lean on institutional knowledge.
