Crisis communication tool for press inquiries: what to prepare before 2026 starts

What to prepare before a crisis hits

When a crisis strikes, journalists expect answers within hours. That leaves little room for research or coordination. The solution: prepare Q&As ahead of a crisis. PR-Dashboard's Persvragen lets you save questions and answers in the system before they are asked. A dedicated button stores them so they are ready when a journalist calls. This way your team does not scramble for facts while a reporter waits on the line. The platform also tags questions per topic, such as crisis, product or policy, so you can filter the urgent ones fast.

Journalists rarely wait for long. In digital media the time between a first question and publication can be a matter of hours, so a delay of one afternoon can change the story. Preparing answers in advance gives your spokespeople a head start on that clock.

Who answers: know your internal knowledge holders

Every crisis question needs the right expert. With Persvragen you know who the internal knowledge holders are. PR-Dashboard distributes incoming press questions among spokespeople, so the person with the right expertise handles each inquiry. You can link your press mailbox so incoming questions are registered automatically. No manual forwarding, no missed messages.

Your communications team, legal department and CEO can respond together in the same system. This prevents contradictory statements and speeds up approval. For a deeper walkthrough, read handle media inquiries during a crisis.

Teams in hospitals, care organisations and non profits often work with several spokespeople on call. Read how a dedicated setup fits that situation in our spokesperson tool for hospitals and care organisations guide.

How to rank incoming questions by priority and urgency

Not every crisis question is equally urgent. PR-Dashboard's Persvragen lets you rank incoming questions by priority and urgency. A journalist from a national newspaper with a deadline in one hour gets a different label than a local blogger asking for background. The platform gives a clear overview of new and answered questions, so you see at a glance what still needs action.

You can label or tag questions per topic: crisis, product, policy. This sorting helps the team focus on the crisis category first, while routine queries wait. The result is consistent answers across all channels, because everyone works from the same tagged queue.

Consistency matters too. Persvragen keeps a searchable archive of earlier answers, so the team reuses approved wording instead of writing a new answer each time. That helps when the same question comes from different journalists on the same day.

How to hand over questions during a shift change

Crises do not follow office hours. When a spokesperson finishes a shift, they need to hand over open questions without losing context. PR-Dashboard's Persvragen lets you hand over all your questions to a colleague in two clicks. The colleague sees the full conversation history, the priority label and any prepared draft answers.

The handover works even if the crisis lasts days. Each new spokesperson picks up where the previous one stopped. For a practical example of how a team of spokespeople uses a shared inbox, see shared inbox for media questions.

The overview of new and answered questions is the first place to look at the start of a shift. It shows the next spokesperson what still needs a reply, so open questions are easier to pick up.

What does crisis software for press inquiries cost?

The table below compares Persvragen with the main alternative mentioned by buyers.