Crisis Communications for Pet Businesses and Nonprofits: Lessons from a Former Police Chief

Former Brooklyn Park, Minnesota Police Chief Craig Enevoldsen shares the strategies you need to know when it comes to crisis communications for pet businesses.

Show Summary

Crisis communications for pet businesses is something every pet pro must plan for. It’s not a matter of a”if” but “when. We get it: no pet business, veterinary practice, animal shelter, or rescue organization wants to imagine the day a crisis lands on its doorstep. Yet the reality is that it only takes one unexpected incident—a tragic accident, an employee’s poor decision, an animal welfare allegation, or a viral social media post—to threaten years of hard-earned trust.

In today’s digital world, news travels at lightning speed. A single cellphone video, Facebook post, or online review can spark thousands of comments before business owners have even gathered the facts. That’s why having a crisis communication plan is no longer optional—it’s essential.

On this episode of The Whisker Report, Whisker Media founder Mary Tan sits down with retired Brooklyn Park, Minnesota Police Chief Craig Enevoldsen, whose 32-year law enforcement career included nearly a decade as police chief. Throughout his career, Enevoldsen led communications during high-profile criminal investigations, public emergencies, and incidents that placed intense scrutiny on both the police department and the city itself. He directed the department during some of the most trying times, from the murder of George Floyd in nearby Minneapolis to countless community incidents.

Although his experience comes from law enforcement, the lessons apply directly to pet businesses, veterinary hospitals, nonprofits, breeders, boarding facilities, groomers, and animal rescues. Whether you’re responding to an animal injury, employee misconduct, customer complaint, or online misinformation, your communication can either strengthen your reputation—or permanently damage it. Knowing what to do is critical when it comes to crisis communications for pet businesses and nonprofits.

Every Crisis Begins with One Critical Mistake: Speaking Too Soon

When a crisis unfolds, business owners often feel overwhelming pressure to respond immediately. Reporters are calling. Customers are demanding answers. Social media is exploding with speculation.

Enevoldsen says this is precisely when leaders need to slow down.

“The media has deadlines,” he explains. “But you need to give your interview when you’re prepared—not when they’re prepared.”

That distinction can make all the difference.

Speaking before you’ve confirmed the facts creates unnecessary risk. Even a small mistake or inaccurate statement can quickly become tomorrow’s headline and undermine your credibility.

Instead, gather as much verified information as possible before speaking publicly. Understand what happened, identify what is still unknown, and determine which details can legally or ethically be shared.

Accuracy should always come before speed.

Preparation Beats Panic

The best media interviews don’t happen spontaneously.

According to Enevoldsen, preparation is one of the most overlooked aspects of crisis communications for pet businesses.

Before facing reporters, assemble your leadership team and brainstorm every difficult question you might receive.

Ask yourself:

• What will customers want to know?
• What concerns will employees have?
• What questions might donors, volunteers, or board members ask?
• What information is still unavailable?
• What rumors are already circulating online?

The more questions you anticipate in advance, the more confident and consistent your responses will become.

It’s equally important to identify two or three key messages that you want every audience to remember. While every interview may be different, your core message should remain consistent across every communication channel.

Reputation Management for Pet Businesses: Transparency Doesn’t Mean Sharing Everything

One of the biggest misconceptions during a crisis is that transparency means answering every question.

In reality, responsible communication often means recognizing what cannot yet be disclosed.

If law enforcement or regulatory agencies are conducting an investigation, releasing premature details can interfere with evidence collection, witness interviews, or legal proceedings.

Enevoldsen recommends working closely with investigators before speaking publicly.

Police departments, public information officers, and investigators can often explain which facts may be released and which should remain confidential until the investigation progresses.

Being transparent doesn’t require revealing every detail.

Instead, it means honestly acknowledging what you know, what you don’t yet know, and what you’re doing to resolve the situation.

That approach builds trust while protecting the integrity of the investigation.

Don’t Hide from the Media

Many organizations instinctively avoid reporters during difficult situations.

Unfortunately, silence often creates its own story.

When businesses refuse interviews or repeatedly decline comment, audiences may assume the organization has something to hide—even when that’s not the case.

Enevoldsen encourages organizations to communicate thoughtfully rather than disappear.

For significant incidents, he recommends holding a single organized media briefing instead of scheduling multiple individual interviews throughout the day.

A single press conference ensures every reporter receives the same information, reduces conflicting messages, and allows leaders to address common questions once instead of repeating themselves dozens of times.

Just as importantly, it demonstrates openness and accountability.

Social Media Crisis Management Needs to Happen in Minutes

Long before the evening news airs, social media has already shaped public opinion.

False information spreads quickly. Emotions run high. Opinions become facts in the minds of readers.

For today’s organizations, monitoring social media is just as important as responding to traditional media inquiries.

Enevoldsen says organizations should designate someone to monitor online conversations throughout a crisis—not necessarily to respond immediately, but to identify misinformation, answer legitimate concerns when appropriate, and alert leadership to developing issues.

Just because someone posts a criticism doesn’t mean it requires a public response.

In many cases, the public can distinguish between constructive criticism and inflammatory comments without intervention.

The key is recognizing the difference between misinformation that requires correction and online arguments that simply invite more conflict.

Consistency Builds Credibility Even in an Animal Rescue Crisis Communications

One of the quickest ways to lose public confidence is by sending mixed messages.

If your spokesperson says one thing during a television interview, your Facebook page says something different, and employees tell customers something else entirely, confusion spreads rapidly.

During any crisis, everyone representing the organization should work from the same set of verified facts and approved messaging.

Consistency reassures customers, donors, volunteers, and the media that the organization is organized, credible, and focused on resolving the situation.

Stay Professional—Especially When Others Don’t

Perhaps Enevoldsen’s strongest advice is also the simplest.

Stay professional.

Social media often rewards outrage, sarcasm, and emotional reactions. Businesses cannot afford to play by those rules.

Responding defensively, arguing with commenters, or matching someone else’s anger rarely improves public perception.

Instead, professionalism communicates confidence.

People expect leaders to remain calm during difficult moments. Even when criticism feels unfair, measured responses reinforce credibility far more effectively than emotional ones.

Sometimes the strongest response is no response at all.

Build Relationships Before You Need Them: Reputation Management for Pet Businesses

One of the most valuable lessons from Enevoldsen’s career has nothing to do with crisis communication itself.

It has everything to do with preparation.

He encourages organizations to develop relationships with local journalists before anything goes wrong.

Invite reporters to cover adoption events, fundraising campaigns, educational programs, or community partnerships. Share positive stories throughout the year—not because you’re seeking publicity, but because you’re building trust.

When a crisis eventually occurs, those existing relationships create familiarity and credibility that simply cannot be built overnight.

For small businesses and nonprofit organizations, local media often become trusted partners who genuinely care about serving the community.

Strong relationships established during good times can make difficult conversations easier when challenges arise.

Small Organizations Can Prepare Too, for Crisis Communications

Many independent pet businesses believe crisis communication is only necessary for large corporations.

That’s a costly misconception. Whether you employ two people or two hundred, every organization benefits from having a simple communication plan. It’s critical that you:

Identify who will speak to the media.

Determine who will monitor social media.

Create a process for communicating with employees.

Know how you’ll notify customers.

Keep emergency contact information readily available.

Perhaps most importantly, understand when it’s time to seek outside help.

If a crisis threatens your organization’s reputation, legal standing, donor confidence, or long-term financial health, working with an experienced crisis communication professional can help prevent costly mistakes.

Preparation doesn’t eliminate crises—but it dramatically improves your ability to manage them.

The Bottom Line

Every organization hopes it never experiences a public relations crisis. Unfortunately, hope is not a strategy.

Today’s media landscape moves faster than ever. News breaks around the clock. Social media amplifies every rumor. Public expectations for transparency continue to grow.

The organizations that protect their reputations aren’t necessarily those that avoid crises—they’re the ones that prepare for them.

Craig Enevoldsen’s decades of leadership demonstrate that effective crisis communication isn’t about delivering the perfect quote or controlling every headline. It’s about gathering facts, communicating honestly, remaining professional, and earning trust one conversation at a time.

For pet businesses, veterinary practices, shelters, rescues, and animal organizations, those principles can mean the difference between recovering from a difficult situation and allowing it to define your future. Crisis communications for pet businesses means planning ahead so you are ready for the unexpexted.

Episode Takeaways

• Never rush to speak before gathering accurate information.
• Prepare talking points and anticipate difficult questions.
• Coordinate closely with law enforcement during active investigations.
• Maintain consistent messaging across interviews, websites, and social media.
• Monitor online conversations and correct misinformation thoughtfully.
• Avoid emotional responses and remain professional under pressure.
• Build relationships with local media before a crisis occurs.
• Develop a crisis communication plan before you ever need one.

Interested in learning more about crisis communications? Stay tuned for an upcoming episode with crisis communications executive consultant Roshini Rajkumar, coming up on a future episode! AI can help you create the talking points and help you prepare for a future crisis. Check out the Whisker Report episode with AI marketing expert Jolanta Smulski.

About Craig Enevoldsen

Craig Enevoldsen recently retired after a distinguished 32-year career with the Brooklyn Park Police Department in Minnesota, where he served in roles ranging from patrol officer and detective to deputy chief before leading the department as Police Chief for nearly nine years. Throughout his career, he managed communications during major public safety incidents, criminal investigations, and community emergencies while working closely with elected officials, community leaders, and the news media. His practical approach to crisis communication offers valuable lessons for organizations of every size.

Whisker Media is Here for Your Business or Nonprofit

If your pet business, veterinary practice, nonprofit, or animal organization wants to strengthen its communications strategy before a crisis occurs, Whisker Media helps organizations build trusted brands through public relations, media training, crisis communications, and thought leadership. Contact our team to learn how proactive communication planning can help protect the reputation you’ve worked so hard to build.