In today’s high-pressure animal health and pet care environment, veterinary practices and hospitals face a wide range of challenges—from extremely high patient loads and staffing shortages—to higher costs of providing care which brings with it pet owners struggling to pay for the care.
With more pets than ever before and a markedly higher patient volume, pet owners still expect timely updates, transparency, and empathy from their care providers. When satisfied, pet owners often do not leave positive reviews—but when they have an issue, they are quick to turn to social media, which can rapidly escalate issues and negative comments online. What begins as a simple misunderstanding can quickly snowball into a reputational crisis due to the emotional nature of our relationships with our beloved companion animals.
In the animal health arena, reputation is everything. Word-of-mouth, online reviews, and community standing directly influence client trust and long-term success. Without a clear crisis plan and a confident, compassionate response strategy, even the most reputable hospitals can find themselves on the defensive. That’s why animal health PR firms and veterinary communications experts stress the importance of advanced preparation.
As a national PR firm serving the animal health, education, healthcare, and nonprofit sectors, Rosica Communications has helped numerous animal health organizations, animal hospitals, and practices navigate challenging times with clarity, confidence, and focus. Here are six essential tips your practice can use to manage crises strategically and effectively and come out stronger on the other side.
1. Have a Written, Actionable Crisis Plan
The most effective crisis responses begin long before an incident occurs. A written crisis communications plan that covers a variety of scenarios gives your team a roadmap when tensions are high and time is limited. This document should outline roles and responsibilities, designate primary and backup spokespeople, and provide pre-approved messaging frameworks for common scenarios—such as treatment complications, billing disputes, or other factors that may lead to negative media coverage, online complaints, or unbalanced social media comments.
In addition to external messaging, your plan should address internal communications—ensuring staff know who to alert, what information can be shared, and how to maintain consistency and confidentiality. Having a solid plan in place eliminates confusion, accelerates response times, and helps your practice regain control of the narrative.
2. Designate and Train a Calm, Compassionate Spokesperson
In any crisis, the messenger matters almost as much as the message. Your spokesperson—whether a senior veterinarian, hospital director, or experienced practice manager—should exude calmness, credibility, and compassion. They must be trained to speak with the media, de-escalate emotionally charged conversations, and represent your organization’s values. In many cases, however, we do not recommend interviews; rather, we issue strategic statements.
Working with an animal health PR agency or crisis communications firm can help prepare your designated spokesperson through mock interviews and media training. This person or team should be looped in immediately when an issue arises and involved in message development to ensure statements are accurate, timely, and human-centered. A prepared spokesperson is essential to restoring trust and confidence when it matters most.
3. Communicate with Empathy—Not Just Accuracy
Facts matter, but in emotionally sensitive situations, tone and empathy are just as important. Pet parents are deeply invested in their animals, and how you speak to them during a crisis leaves a lasting impression. Avoid sterile or overly clinical language. Instead, speak directly to their emotions while acknowledging the seriousness of the situation. After all, practically all employees—regardless of title—who work at animal hospitals and practices are pet owners too!
For example, if an adverse event occurs, start by expressing understanding and compassion: “We know how upsetting this is, and we’re committed to supporting you through it…” Then share next steps or the status of an internal investigation with transparency. Compassionate messaging helps de-escalate a client’s emotions and demonstrates your dedication to ethical care and accountability.
4. Monitor and Respond to Online Conversations
In the digital age, a single negative review or social media post can reach thousands in minutes. Whether justified or not, online criticism demands careful handling. Assign a staff member to monitor online platforms—including Google reviews, Facebook, Yelp, BBB, Instagram, and Reddit—for any signs of brewing discontent.
Knowing when to respond, the appropriate time to take social commentary off social channels, and when to remain silent are critical skills. If you choose to engage publicly, remain calm, factual, and courteous. Whenever possible, aim to take the conversation offline. A crisis communications agency can help draft appropriate responses and assess the risk level of various posts. The goal is to de-escalate while protecting your practice’s reputation from misinformation and emotional backlash.
5. Conduct a Post-Crisis Debrief
Every crisis presents an opportunity to learn. Once the immediate threat has passed, gather your team to evaluate what worked, what didn’t, and what needs to change moving forward. Did your crisis plan hold up? Were your internal communications effective? Did you miss any warning signs? Use the experience to refine your protocols, update training materials, and fortify your preparedness.
A post-crisis analysis also helps reinforce a culture of continuous improvement and resilience. It signals to your team that their feedback matters—and that your practice takes reputation management seriously.
6. Leverage Your Practice’s Advocates/Champions
Amid a crisis, your most loyal clients can become powerful advocates. Encourage those who’ve had positive, meaningful experiences to share their stories, post testimonials, and offer support on social media. These advocates provide authentic, third-party validation that can counteract negativity and restore balance to the conversation.
These champions must be genuine—individuals who have experienced your care firsthand and feel strongly about your team’s compassion and medical expertise. A brief video, heartfelt review, or photo of a happy, healthy pet can go a long way to reshape public perception and reassure prospective clients that your practice is trustworthy, skilled, and caring.
In some cases, coordinated outreach with your champions—alongside public messaging from your leadership—can demonstrate a united front and reaffirm your commitment to client care and community responsibility. Animal health PR agencies often play a critical role in identifying and activating these champions in a way that’s authentic and considerate to all involved.
Conclusion
Veterinary practices and hospitals are uniquely positioned at the crossroads of medicine, emotion, and public scrutiny. Without a proactive, empathetic, and strategic communications approach, even minor issues can evolve into major crises. Whether you’re navigating a sensitive client dispute, a sudden staffing shortage, or misinformation online, being prepared is the best solution.
By investing in a scenario-based crisis plan, media training, ongoing monitoring, and relationship-building with advocates, your practice can protect its hard-earned reputation, maintain client loyalty, and emerge stronger from challenging situations.
Connect with Rosica Communications
At Rosica Communications, we understand the high stakes faced by veterinary teams. As a trusted animal health PR agency and crisis communications firm, we offer expert guidance and hands-on support to ensure you’re never facing a crisis alone. Whether it’s preparing your team, crafting key messages, or protecting your online reputation, we’re here to help you communicate with confidence and compassion.
Schedule a time to chat with Rosica Communications’ President and CEO Chris Rosica about how to strengthen your practice’s crisis readiness: https://calendly.com/rosica/30min.