Damage control

Also called: damage control

What is damage control?

Damage control focuses on limiting the damage caused by a particular event. This damage can be material (for example, a financial setback), or immaterial. The latter usually involves reputational damage. An appropriate response attempts to minimize direct and indirect damage.

PR damage control

Damage control usually involves a leading role for communications. One of the tasks of a PR department or PR agency is to respond to negative publicity. Sometimes a spin doctor is appointed for this task.

Strategic decisions

In addition to a response in the form of communication, damage control can also involve a company or individual feeling compelled to make strategic decisions. This could include divesting a loss-making component or product, withdrawing from a controversial market or firing those responsible for disappointing numbers.