Crisis Management: Key Takeaways from PR Disasters in the Digital Age
Published on Oct. 28, 2024 at 4:16 p.m.
By Macy Barshick.
In today’s digital world, crisis management is more crucial than ever. Information spreads at an unprecedented speed, and false information is everywhere online. A company or organization’s response to a crisis can make or break its reputation in a matter of hours. The immediacy of social media and online news means even small issues can snowball into global public relations disasters if not handled promptly. With social media platforms like X and Facebook, news can go viral in minutes, and everyone from consumers to journalists has instant access to real-time events.
What might start as a minor incident can quickly become a global headline. To navigate this fast-paced environment, businesses must act quickly, respond openly and have a clear plan in place. To effectively manage crises in this environment, companies or organizations must focus on three critical strategies: responding quickly, being transparent and using social media wisely. Mastering these strategies can be the difference maker in managing crisis and aftermath.
Respond quickly to a crisis
One of the most critical lessons in crisis management is the importance of responding quickly. A prime example is the 2017 incident involving United Airlines when a passenger was forcibly removed from an overbooked flight. The footage spread across social media, sparking outrage. United Airlines was slow to respond, and when the company finally did, its initial statements lacked empathy, further angering the public.
“I believe the public’s patience when it comes to getting information in a crisis or disaster situation is nonexistent today. The public demands answers right away. They want to know the information when they want it. They are used to simultaneous information,” said Dr. Suzanne Horsley, associate professor in the Department of Advertising and Public Relations at The University of Alabama.
The lesson is clear: In the digital age, waiting too long to address a crisis only fuels more backlash. Companies must respond within hours to show they are aware of the issue and are taking action.
Maintain honesty and transparency
Another key to crisis management is honesty. During the 2010 BP oil spill, the company’s lack of transparency and failure to acknowledge the severity of the situation damaged its reputation for years. BP’s attempt to downplay the crisis backfired, losing public trust. Being open about mistakes, owning up to them and communicating clearly builds trust with the public. When companies attempt to cover up or make excuses, it only worsens the damage.
Deborah Maue is the senior vice president for enrollment and marketing at Aurora University. When asked about maintaining honesty with a stakeholder public like students, she said that the truth will prevail at the end of a crisis.
“Even if you can only provide limited information, it is important to be honest and consistent across all audiences you are communicating with,” said Maue. “The truth will come out in the end, so if you’re not honest, you’ll destroy any credibility you had, whether it’s with students, parents or any other audience. They’ll never believe you again.”
Use social media to communicate
In weather-related crises, organizations like FEMA and the Red Cross can use social media to provide real-time updates, coordinate relief efforts and communicate with those affected. During Hurricane Harvey in 2017, FEMA leveraged platforms like X and Facebook to share information, such as evacuation routes, shelter locations and safety tips. Social media proved to be an invaluable tool for reaching large audiences quickly.
However, the rapid spread of information also comes with risks. Misinformation can spread just as fast as verified updates. False reports about the severity of the storm, inaccurate evacuation instructions or rumors of resource shortages can create confusion and panic. Organizations must not only use social media to provide accurate information but also actively monitor and debunk false claims. By staying ahead of misinformation, agencies can maintain trust and ensure people have the correct information.
“For the people who need the help, I always tell them, don’t believe the first thing you see,” Horsley said. “Social media literacy is so important, and for those people on the ground that either need to get help or are looking to donate to support recovery efforts, they need to identify good sources and verify it. FEMA has a rumor control center on their website.”
How to manage crisis in a digital world
In the digital age, it’s vital for companies to keep an eye on online conversations. Using tools to monitor mentions, rumors and complaints on social media and review sites allows companies to respond before an issue escalates. By addressing concerns early, businesses can prevent small problems from becoming PR disasters.
During a crisis, a company must have a unified and consistent message across all platforms. This means designating a spokesperson or crisis team responsible for communication, ensuring that all messaging — whether in press releases, social media posts or interviews — is clear and aligned. Mixed messages can create confusion and further damage an organization or company’s reputation.
Rebuilding a brand’s reputation after a crisis takes time. That means going beyond issuing apologies and following through with actions that prove they are taking responsibility. This could look like implementing new policies, launching a campaign or taking corrective measures. Consistency and transparency in the aftermath of a crisis can help regain trust over time.
Moving forward
In today’s fast-paced digital world, managing a crisis requires quick, honest and well-coordinated responses. While it is up to the public to find trustworthy information, companies must be prepared to react swiftly, communicate clearly and adapt to the situation to minimize damage.
Ultimately, by learning from past PR disasters and being proactive, companies and organizations can turn crises into opportunities to demonstrate integrity and resilience.
