Susan Del Percio Delivers Hard Truths on Crisis Communication and Keeping Problems Hidden
Susan Del Percio, a nationally recognized crisis communications expert and political analyst for NBC and MSNBC, delivers sharp insights in her recent PR Masters Podcast interview with the legend Art Stevens. Drawing on her extensive experience advising corporations and public officials, she explains how to navigate the complex intersection of public policy, government regulation, and corporate activism. Known for her direct style, Del Percio offers an unflinching take on managing crises in today’s unforgiving media landscape.
"The best outcome is when no one even knows there’s a problem," Del Percio states bluntly. Her approach to crisis management focuses on keeping high-stakes issues out of the public eye, a service she says her clients demand. "My clients are the ones you’ve never heard of because we kept their crises under wraps."
Del Percio doesn’t just talk about crisis communications—she embodies it. Her unexpected shift from behind-the-scenes strategist to a media presence has become a key asset for clients. "I never saw myself as a media person," she admits. "But I realized I could be on camera for my clients, and it became a critical part of what I offer."
Her experience has taught her that crisis communication is less about spinning a narrative and more about controlling the environment. "You can't just clean up a mess after it happens," Del Percio warns. "You need to anticipate the blowback, control the leaks, and ensure the problem never sees the light of day. That's what true crisis management is about—staying ahead, not just reacting."
Del Percio reveals she limits the number of clients she takes on, especially during election seasons, to avoid becoming part of their narrative. "My clients know they get me. I don’t hire others to run the show. That’s the appeal."
When asked about her advice for those starting in PR, Del Percio doesn’t mince words: "Fear is never an excuse. I took my first national TV appearance not because I was ready, but because I wasn’t willing to let fear make the decision for me."
Her insights offer a harsh reality check for anyone aiming to succeed in crisis communications—visibility means failure. The goal is not to win the media war but to ensure there’s never a battle to begin with.
