Crisis PR for Luxury Brands

Crisis communications is the discipline most founders never want to retain and the one they regret not having on day one. Ninety percent of reputational damage in a luxury crisis happens in the first ninety minutes — before most agencies have even held their first internal call.

Our standing protocol: an on-call senior partner reachable within seven minutes, a pre-approved holding statement library by category, and a press list that knows the brand well enough that they will hold a story for an hour if we ask politely.

What we never do: deny something we have not yet verified, post a polished apology before a private one, or let the founder personally tweet anything in the first six hours. Crises are won by the brand that sounds calm — and calm always sounds slow at first.