Crisis PR agency for organisations under pressure.

Ideally, before media interest becomes public. The earlier we're involved, the more time we have to establish the facts, understand the reputational risks, agree who is making decisions and prepare for the questions that are likely to follow.

But don't worry if the phone is already ringing. Pete Davies leads Sugar PR's crisis communications work and you can speak to him directly from the outset. We're based in Manchester but work across the UK. We can meet online immediately where speed matters, or travel at short notice when having someone alongside your senior team is more appropriate.

We understand that some situations are extremely sensitive. We're happy to sign an NDA where required and regularly work alongside lawyers and other professional advisers.

The clock matters in a crisis. The sooner we're involved, the more opportunity we have to move from simply reacting to events to managing the response in a structured way – protecting your reputation and, where possible, emerging from the situation with greater trust and credibility.

First, don't panic and don't ignore them. But equally, don't allow a journalist's deadline to pressure you into giving an answer before you understand the facts.

Take their name, publication, contact details, questions and deadline. Avoid speculating, offering personal opinions or getting drawn into an informal conversation. Then establish internally what has happened and who needs to be involved. That may include your senior leadership team, lawyers, insurers, HR, compliance colleagues, the police or a regulator.

If you're unsure what to do next, call Pete Davies directly. We can quickly assess the enquiry, identify the immediate reputational risks and help determine whether you need a substantive response, a holding statement or simply more time to establish the facts.

We've dealt with journalists and newsrooms for many years through our PR and media relations work , so we understand both sides of that conversation. "No comment" is rarely the only option – but neither is answering every question you've been asked.

A holding statement is a short, factual response that gives your organisation a credible initial position while the facts are still being established.

It might confirm that you're aware of an incident, explain that an investigation is underway, express appropriate concern and make clear that further information will be provided when it is responsible to do so.

The wording matters. A holding statement shouldn't speculate, assign blame or make promises that may later prove difficult to keep. But it shouldn't sound cold, evasive or like it has been written solely to protect the organisation either.

At Sugar PR, we'll draft the statement around the circumstances you're actually facing, rather than reaching for a generic crisis template. We'll also anticipate the questions likely to come next and prepare your senior team for them.

Sometimes the first statement is only three or four sentences. Those sentences can become the foundation for everything that follows, so getting them right is important.

In serious situations, we generally want legal and communications advisers working together.

Your lawyers will understandably focus on liability, regulatory requirements, potential proceedings and anything that could prejudice an investigation. We're also thinking about employees, customers, journalists, stakeholders and the wider reputational consequences of what you say – and what you don't say.

Those objectives don't have to conflict.

Sugar PR is comfortable working directly alongside your legal team. We can share draft statements and Q&As, work through amendments together and find language that protects the organisation's legal position without making it sound unnecessarily defensive or evasive.

We also understand the sensitivity of the information we're trusted with. Where appropriate, we're happy to enter into an NDA before detailed information is shared.

The aim is a response that is legally robust and reputationally intelligent. Sometimes the safest legal response on paper isn't necessarily the strongest communication when employees, customers and the media are asking legitimate questions.

Usually less than you may eventually want to say – but that doesn't necessarily mean saying nothing.

Police, regulatory, disciplinary and independent investigations can place genuine restrictions on what can responsibly be disclosed. You may be unable to discuss individuals, evidence, potential findings or anything that could prejudice the process.

But you can often still confirm important facts: that an incident has occurred, that the appropriate authorities have been informed, that an investigation is underway and that your organisation is cooperating.

We've supported organisations facing exactly these kinds of competing pressures. The key distinction is between information you genuinely cannot disclose and questions you would simply rather not answer.

We'll work with your senior team and legal advisers to establish that boundary and develop clear lines that can be used consistently with journalists and other stakeholders.

For public bodies, Sugar PR also provides specialist crisis communications support for councils and local authorities dealing with investigations, governance issues and sustained public scrutiny.

Quickly – but not recklessly.

There's no universal rule saying every organisation has to publish a statement within an hour. What matters is understanding what we know, what we don't know, what we can safely say and who needs to hear it first.

Sometimes we'll recommend issuing a holding statement almost immediately. Sometimes the right advice is to say nothing publicly while we establish the facts and prepare for enquiries. Employees, families, customers, regulators or other stakeholders may also need to hear from you before they read about the situation online or in the media.

This is why an early phone call can make such a difference.

Pete Davies leads our crisis PR work and can speak directly with the people making the decisions. We're based in Manchester, can meet immediately online and can travel at short notice where face-to-face support is needed.

Speed matters. Judgement matters more. And the sooner we're involved, the more options you generally have.

Crisis PR costs depend on the seriousness of the situation, how quickly support is required and how much senior consultancy is involved. Some issues can be dealt with in a few hours; others require intensive support over several days or weeks.

At Sugar PR, urgent crisis communications support is charged at £295 + VAT per hour. For more complex situations, we can agree a fixed project fee or an initial period of support so you know what you're committing to.

That can include advising your senior leadership team, preparing holding statements and media Q&As, responding to journalists, working alongside lawyers, monitoring coverage and helping coordinate communications with employees and other stakeholders.

We're based in Manchester but provide crisis support across the UK, either remotely or in person at short notice.

Your insurance may sometimes include crisis containment or reputation management support, so it's worth checking your policy and speaking to your insurer or broker rather than assuming either way.