Best Time to Build Your Business Reputation? Before a Media Storm.
(Norfolk, Va., July 17, 2025) – Most startups, nonprofits and growing businesses have a to-do list a mile long—with public relations often falling near the bottom, somewhere between “someday” and “if something goes wrong.” But waiting for a crisis to care about your reputation is like battening the hatches after the hurricane has made landfall.
At Evans & Company, a Norfolk, Virginia-based marketing communications firm, we believe the best time to build your reputation is before you need to protect it. Whether you are a new business trying to gain traction or a growing organization facing increased visibility, preemptive public relations is essential.
The High Cost of Reactive PR
When a crisis hits and you are not prepared, the damage extends far beyond your reputation—it can drain your time, resources and credibility. Here is what we often see when organizations wait too long to think about their communications:
No clear messaging. Who is your spokesperson? What should they say—and what shouldn't they say? In today’s 24/7 news cycle, you need to be fast and confident in your response. If you are not prepared, you are already behind.
No media relationships. Journalists are far more likely to cover your story fairly if they already know and trust you. For small businesses, developing relationships with local media can be a lifeline. For larger companies, having a trained PR professional on staff or on call should be a core part of your communications plan.
No control of the narrative. If you do not tell your story during a crisis, someone else will—and you may not like their version.
Scramble mode. When emotions run high and you are rushing to respond, mistakes happen. Even a single poorly handled incident can derail funding, spook partners or erode customer trust.
How to Build a Reputation that Lasts
You do not need to be on the front page of The Wall Street Journal to benefit from public relations. At its core, public relations is about shaping your story and building relationships—before someone else does it for you.
To build a strong PR foundation for your organization, consider these steps:
Clarify your brand messaging. Know who you are, what you stand for and how to communicate it.
Create a dedicated news or blog page. Use your website to share updates, insights and stories regularly. This builds awareness and goodwill over time.
Establish media relationships now. Do not wait until you need them—reach out when you have something valuable to offer (such as insight on a media story or a tip), not just when you want coverage.
Share good news early and often. Utilize blog posts, social media and ongoing media outreach to consistently tell your story and build trust.
Engage with your community. Highlight partnerships, team members and customer success stories. Show you are active, invested and listening.
Be transparent and accessible. In today’s media environment, authenticity is more powerful than perfection.
For Established Organizations: Audit Your Crisis Plan—Before You Need It
Already have a PR function or a crisis communications plan? That’s great—but when was the last time you reviewed it? The media landscape is constantly evolving, and so are the expectations of your customers, investors and employees. In a world where misinformation spreads fast and public trust is harder to earn than ever, how you communicate—and when—can make or break your brand.
A yearly audit can help ensure your crisis response plan remains relevant and effective. Begin by confirming that your internal team and designated external spokespeople are still appropriate and up to date. Review your media monitoring tools and processes to ensure these are capturing the right information efficiently. Assess your messaging for tone, clarity and empathy to make sure it aligns with current expectations and sensitivities. It is also important to scan for new or emerging risks that could impact your industry or brand. Finally, re-engage with key media contacts and refresh your press kits to maintain strong, proactive communication channels.
Do not assume what worked two years ago will still work tomorrow. Future-focused communication means staying prepared—not just responding well.
Final Thought
Whether you are just starting out or fine-tuning your strategy, now is the time to move PR up your priority list. Waiting until there is a crisis is simply too late. At Evans & Company, we help organizations build reputations strong enough to withstand the unexpected—before it happens. Our offerings incude everything from media relations training and crisis communications planning to public relations strategy for startups. Ready to get started? The time to build your reputation is before it’s on the line.
Elizabeth Evans is the founder of Evans & Company, a marketing communications firm based in Norfolk, Va. Over a career spanning senior positions with top Virginia ad agencies and launching her own consultancy, she has crafted, led and executed strategic marketing communications and public relations campaigns that deliver results. www.evansatwork.com.
