We can’t always control what drops, but we can control how we respond: Understanding Crisis PR

Illustration by Sam Drew

In the printing and packaging world, equipment delays, supply chain disruptions, environmental compliance issues, and even tariff disputes are more than operational headaches. They can quickly become reputational crises if not handled with clarity and speed.

We can’t always control what drops, but we can control how we respond.

Crisis public relations is not just for global consumer brands. For manufacturers, suppliers, and converters, your customers, partners, and employees are watching how you communicate under pressure. A misstep or silence can erode years of trust.

Strong crisis communication starts before the crisis. Build a plan that identifies potential risks, sets clear messaging, and establishes who will speak for the company. During the crisis, move quickly, stick to facts, and communicate with consistency across every channel.

Crisis PR Pointers for Printing and Packaging

• Anticipate common risks: equipment failures, tariff impacts, supply chain shortages, environmental incidents, and negative press.
  

• Designate a spokesperson: one clear voice avoids mixed messages.
  

• Keep messages factual and brief: speculation damages credibility.
  

• Communicate across the supply chain: customers, vendors, and employees all need timely updates.
  

• Balance transparency with solutions: acknowledge the issue, but emphasize what you are doing to fix it.
  

• Review and update your plan: crisis scenarios evolve, so your playbook should too.
  

Companies that prepare are better positioned to turn challenges into proof points of resilience. In a technical and B2B-driven space like printing and packaging, the way you respond may matter as much as the solution itself.

At BiltLine, we help companies align their communications with business realities so crises do not define the brand but reinforce its credibility.