Show 37: Crisis Communications Pet PR
On this episode of The Whisker Report, host Mary Tan tackles a topic no pet business or animal rescue ever wants to face—but absolutely is a must when it comes to being prepared for: crisis communications. This episode is especially relevant for anyone interested in Pet PR, as it covers real-world situations that could potentially impact your organization’s reputation. Joined by producer Mark Winter of Pet Life Radio, they welcome retired Brooklyn Park Minnesota police chief Craig Enevoldsen, a seasoned expert who spent decades managing high-pressure, high-visibility crises. From tragic accidents to employee misconduct and intense media scrutiny, Enevoldsen shares clear, practical guidance on what to do when everything goes wrong. The conversation covers dealing with reporters on your doorstep, communicating with staff and volunteers, handling social media firestorms, issuing statements, and knowing when a press conference is—or isn’t—necessary. It’s a must-listen episode for anyone in animal welfare or the pet industry who wants to protect their mission, reputation, and community when it matters most.
Show Summary
Crisis Communications Is Essential in Pet PR
Enevoldsen says every organization can face a crisis. It may involve employee misconduct, animal abuse allegations, customer complaints, or a tragic accident. Strong Pet PR crisis communications starts with preparation.
He believes that businesses should never rush to speak publicly before gathering accurate information. Leaders should prepare talking points and expect difficult questions. They should also work closely with law enforcement during investigations.
Enevoldsen warns that avoiding the media completely can hurt credibility. Reporters often want face-to-face interviews during major incidents. He recommends holding one organized press conference instead of several separate interviews.
Social Media and Reputation Pet PR Management
There is also much discussion on how social media changes modern Pet PR. False information spreads quickly online. Businesses must monitor social media carefully and keep messaging consistent across interviews, posts, and statements.
The former police chief advises organizations to stay calm and professional online. He says emotional arguments on social media usually make situations worse. He also recommends ignoring comments designed to provoke reactions.
Another important lesson is building relationships with local media before a crisis happens. Enevoldsen says trusted relationships with reporters can help businesses communicate more effectively during emergencies.
The episode ends with Craig discussing how difficult crisis communications has become in the age of nonstop news and viral social media posts. His advice is simple: stay professional, stay calm, and protect your reputation by communicating clearly and consistently.
