Handling PR crises effectively requires a well-thought-out plan. Key steps include: 1. Preparation: Having a crisis communication plan in place before a crisis occurs. 2. Rapid Response: Responding quickly to mitigate damage. 3. Transparency: Being honest and transparent with the public and stakeholders. 4. Monitoring: Continuously monitoring the situation and public sentiment. 5. Post-Crisis Analysis: Analyzing the crisis response to improve future strategies.