What We Do

We help organizations prepare for, respond to, and recover from crisis by advising what to say and how to say it. We have assisted organizations of all kinds with virtually every imaginable type of crisis. 

Before Crisis

Few organizations are prepared for a reputation threatening crisis. Sound Counsel is a crisis communication firm that helps organizations move from being unprepared to being prepared using a three-step process.

Step One: Identify Your Vulnerabilities

Most potential sources of a crisis can be easily identified. Others are less obvious. Identifying your vulnerabilities will help you prepare to manage even the most unexpected event.

Step Two: Prepare a Plan

A crisis communications plan should be concise and actionable. Your plan should identify the chain of command, spokespersons, key stakeholders, and methods of communication. Your plan will help you determine when a response is required, who responds, and how best to respond.

Step Three: Practice

Your organization should conduct a crisis drill every year. Your spokespersons should receive crisis media training at least every two years. We will guide your team through a crisis drill and media train your spokespeople.

During Crisis

Your organization’s reputation has been in the making for years. An event happens and it has the potential to re-shape how you are viewed from this moment forward. Sound Counsel will help you navigate a crisis in a manner that adds to your hard-earned reputation. If you’re not telling your story, someone else will.

Step One: Prepare to Take Responsibility

It’s human nature to automatically deny responsibility. In many crisis situations, the most important thing you can do is to take leadership in addressing the problem. We help organizations recognize the real threat to their reputation and respond accordingly.

Step Two: Respond Quickly

It’s critical that you respond as quickly as possible. The longer you delay, the worse the problem gets. We help organizations gather and share facts, frame messages, monitor social media and limit damage by being responsive.

Step Three: Be Credible

Consumers, customers, and stakeholders will forgive a mistake but not a coverup. Being credible means being forthcoming, transparent, and truthful. We help organizations determine what to say and how to say it during a crisis.

After Crisis

The eye of the storm has passed. Your organization breathes a sigh of relief and is ready to move on. But your actions after a crisis can be just as important to your image as your response during a crisis. Sound Counsel will help you tailor ongoing communications, assess the impact, and make good on promised reforms.

Step One: Don’t Stop Too Soon

Responding to a crisis can be exhausting. There’s usually a strong desire to move on as soon as possible. When fighting a fire, there’s a risk it could flare up again. Some stakeholders and audiences may require ongoing communication. We help organizations determine when an event needs no further response.

Step Two: Assess the Impact

The crisis has passed. Some members of your team may be prone to gloss over the impact. We help organizations honestly and objectively assess the impact of the event on your image.

Step Three: Make Good on Promised Reforms

An effective crisis response often includes announcing the corrective action or measures that will be taken to make a recurrence less likely. We help organizations communicate making good on their promises.
Sound Counsel has extensive experience guiding organizations through crisis preparedness, response, and follow-up. We do not provide legal advice. We are crisis communications specialists. Please contact us if you would like our help.