The Tonic Crisis Clinic:
control the narrative before it takes control
Crisis communications services for proactive reputation management.
- Personnel misconduct
- Product recall
- Social media storm
- Industrial incident
- Customer complaint
…whatever the trigger, a crisis can escalate quickly- without a solid crisis plan, your reputation is at risk.
According to Forbes, less than half of businesses have a crisis communications plan. And fewer than 1 in 4 stress-test them.
The Tonic Crisis Clinic offers comprehensive support and training to equip businesses with the tools, knowledge, and confidence to navigate any crisis with clarity and control.
What is The Tonic Crisis Clinic?
Whether you need to refine existing protocols or build a crisis plan from scratch, our expert-led sessions ensure you can anticipate, manage, and mitigate reputational risks effectively.
Our tailored crisis communications services help businesses:
Assess vulnerabilities
with a full crisis audit
Build a robust crisis
communication plan
Prepare for real-world crises
with immersive workshops
Develop a proactive crisis
strategy that protects
reputation and revenue
Going beyond immediate response planning, The Tonic Crisis Clinic can offer bespoke packages covering four key components.
Crisis Audit
We will get to grips with your organisation, existing business continuity plans, industry regulatory and compliance landscape, and potential vulnerabilities.
This audit features:
- A kick-off briefing session to identify your reputational strengths and weaknesses, the future challenges you may face, and associated risks
- Review and analysis of existing materials, policies, and risk plans, including handling of past issues and learnings
- In-depth research including scenario planning that is bespoke to your operation
Crisis Simulation Workshop
Delivered by our crisis communications specialists, this hands-on interactive session works through:
- Realistic crisis simulations based on a high risk/high likelihood scenario
- Stress tests existing frameworks and policies
- Calls on team members to respond to live, real time and developing crises
- Includes simulated media interviews
Crisis Plan
Taking learnings from the workshop, in collaboration with you, we will develop a robust crisis plan.
This will include:
- A named crisis team for your organisation
- A defined crisis escalation process
- A comprehensive risk register, bespoke to you
- A risk scoring matrix, based upon likelihood and impact
- A manual of identified risks describing measures that will mitigate that risk, and agreed reactive measures (e.g statement)
- Your designated spokespeople (with media training available as a bolt-on package)
- A stakeholder map, specific for crisis planning
- Guidance on internal policies relevant to crisis planning (e.g responding to media enquiries/social media posts)
- Draft statements/social posts/other content for high risk scenarios
Crisis Plan Implementation
Ensuring long-term resilience, we offer structured review/implementation sessions to sense check outcomes and next steps, covering:
- Evolution of risk registers, for emerging issues
- Delivery of crisis simulations across the business
- Social listening and news tracking
- Measuring the effectiveness of crisis response and ongoing improvements
Optimism is not a crisis strategy.
Don’t wait for a crisis to expose your vulnerabilities.
Invest in proactive crisis communications training and ensure your business is ready for anything.
Is your organisation adequately prepared for a crisis?
FAQs: Crisis Communications Services & Planning
Who is The Tonic Crisis Clinic for?
Senior leaders, communications teams, PR professionals, and anyone responsible for managing corporate reputation.
Whether you’re in a high-risk sector or simply want to future-proof your brand, our programme is tailored to suit businesses of all sizes.
Our experienced team has decades of experience in the communications industry.
We have handled crises including Watchdog and Panorama investigations, criminal cases, complex mergers and acquisitions, medical product recalls, personnel misconduct, cyber-attacks, site incidents and patient deaths.
With a deep understanding of the media and sector nuances, we ethically and sensitively manage situations to ensure the best organisational outcomes.
How much does crisis planning cost?
A robust crisis plan is invaluable – it is fundamental to the future of your brand or organisation to be able to navigate crises effectively.
Small scale crises can disproportionally impact the bottom line, affecting trust and ultimately customers.
Large scale crises, such as cyber attacks, data breaches, or natural disasters can lead to significant revenue loss, or threaten a company’s existence. Just ask Uber.
But, forward planning will deliver the greatest cost saving – and could even turn a crisis into an opportunity. The Tonic Crisis Clinic offers packages starting from £3,000 + VAT.
What’s included in a crisis communication plan?
A robust crisis plan from The Tonic Communications includes:
– A crisis response team and escalation framework
– A risk assessment matrix to prioritise threats
– Pre-prepared crisis communication materials (statements, social media posts, media responses)
– Media training and reputation management guidance
Why is reputation management important in a crisis?
Your reputation is your most valuable asset. Without a strategy in place, crises can destroy brand trust, lose customers, and impact revenue.
Training in crisis communications protects an organisation’s reputation, by:
– Controlling the narrative before misinformation spreads
– Ensuring fast, transparent, and effective crisis response
– Supporting long-term reputation recovery
Do I need to be a retainer client to utilise The Tonic Crisis Clinic?
No, we support organisations on a project and retainer basis and encourage businesses to get in touch with us to find out more about how we can help. Our training packages are custom-made to the unique needs of your brand.
