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Crisis Playbook
A step-by-step guide on how to save millions of dollars by preparing for unexpected communication issues and crises.
PR Services
PR Services
Identify
Who is your actual audience and potential issues and crises?
Plan
Map individual responses to each potential issue and crisis.
Analyze
Learn how to measure the success of your plan.
Post-Crisis
Design a strategy on how to rebuild your reputation.
A product recall, a bad review, a tweet gone wrong, among other situations, can irrevocably damage your reputation but also cause financial disaster and maybe bankruptcy. So, what do you do if faced with ruin because of a message?
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How much can a crisis plan cost? Depending on the industry and other factors, it can run from $60,000 to $500,000. But, if a company is unprepared, a communication crisis can cost millions of dollars in mitigation and lose hundreds more in reputation and shareholder value.
The PR Crisis Playbook was created for entrepreneurs and small business owners who want to be prepared for a potential communication crisis but don't have the budget to hire an agency. It includes a step-by-step guide with real-life examples to help you create your Plan.
"In business, you always have to choose between time or money; however, lack of communication or sharing the wrong message will cost you both."
About Pink Pulpo
Pink Pulpo is more than a public relations agency. We are a platform that facilitates sharing your message around the world.
Who do we serve? Entrepreneurs and companies in need of being heard by their employees, stakeholders, brand loyalists, and customers.
Pink Pulpo is brilliant, quick, witty, and above all, loyal. We will listen and execute your message with pride, honesty, and commitment. We treat you with respect while providing high-quality service and value.
Make yourself at home while visiting our page and click here to choose the services that best fit the needs of the organization.
Nathalia Cruz Ortiz is a Senior Publicist and Media Relations professional with more than five years of agency experience connecting climate-focused brands, clean tech innovators, and healthcare organizations with the journalists and outlets that shape public conversation. She has secured placements in Forbes, Bloomberg News and TV, Reuters, and Newsweek,, and is known for turning complex, technical subject matter into pitches that editors cannot ignore.
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Trained by one of New York's leading agency firms, Nathalia led media relations across a portfolio of clients spanning sustainability, agtech, real estate, and healthcare — managing everything from embargo strategies and executive spokesperson prep to newsjacking campaigns and byline pipelines. Her approach is rooted in a sales-informed understanding of what moves people to act: sharp narrative framing, precise reporter-beat matching, and story hooks built around real news value, not noise.
A Climatebase Fellow (Cohort 7) and published author of a PR crisis management playbook, she brings both sector fluency and strategic depth to every campaign she leads.
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Native English and Spanish speaker, Nathalia brings an international perspective shaped by years of working across U.S. and European media landscapes from her base in Málaga, Spain. When she steps away from the pitch desk, she can be found deep in a suspense novel, trackside at a classic car rally, or painting watercolors somewhere with a good view.
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EDUCATION:
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Seton Hill University
Bachelor of Arts - Political Science and Public Relations
Universidad del Sagrado Corazón
Master's Degree - Public Relations and Integrated Communications
PROFESSIONAL MEMBERSHIPS:
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"Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad."
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"Advertising is saying you're good. PR is getting someone else to say you're good."
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