Molly McPhersonCrisis and Reputation Strategist | Creator of Mollyfi | Host of The PR Breakdown

Three PR moves that are the clearest signs that strategy is at play.

20 May 2025 · 1 min

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Molly McPherson explains three clear signs that PR strategy is at work during a crisis: (1) timing (drops, reframing, preemptive distractions), (2) body language and visible emotion (camera angles, home concern), and (3) strategic framing (how issues are reframed for short- and long-term communication). The clip is a short advisory piece on spotting deliberate communication moves in high-profile crises.

Chapters

Three things to look for in the heat of a crisis. The blazing spotlight of a crisis. Number one, timing. Any reframing, preemptive distraction. Look for when things drop. Body language, emotion, concern at home, Camera angles. Things are fine. I'm also concerned. And emotional and strategic framing. How are we looking at this moving forward? There's a lot of people out there who can empathize and sympathize for what's happening, but there's going to be a lot of strategic framing as well. So let's look at these stories always as I do as a Lawson in strategic communication in the short term and in the long term. In the future of a frightening.