Crisis Communication: How Brands Can Navigate PR Disasters

Written by Reese Williams

Creative Member

Is it true that “any publicity is good publicity?” In the digital age, a brand’s response to a crisis isn’t just important—it’s everything. When the ‘Tide Pod Challenge’ took off in 2017, Procter & Gamble faced a serious dilemma when 220 teens were poisoned by their Tide Pods after ingesting them for “funny content.” Proctor & Gamble’s team reacted quickly. Rather than fueling panic or engaging in a futile debate, they took control of the narrative, bluntly labeling the trend as ‘stupid’ rather than daring or entertaining. This strategic reframing helped de-escalate the crisis and reaffirm brand responsibility. Crisis communication isn’t just about reacting—it’s about shaping the conversation before it spirals out of control. 

No brand expects to deal with people poisoning themselves with their product for views, but every brand is at risk of bad publicity. Whether it is a viral controversy, a tone-deaf ad or a CEO scandal—negative press can spread fast, and how a company responds can make all the difference. 

The key to survival? Preparation. Brands that successfully navigate PR disasters don’t just wing it, they have a crisis communication plan ready to go. That means identifying potential risks, mapping out response strategies and making sure the right people are trained to speak when things go south. In a crisis, speed, transparency and a clear message aren’t just helpful—they’re essential. 

Of course, not every company handles a crisis well. The perfect example of what not to do? United Airlines' passenger removal incident in 2017. 

Photo courtesy of The Denver Post.

When a video surfaced of a passenger being forcibly dragged off an overbooked flight, the company was immediately faced with outrage. Customers were horrified, the media ran with the story and United found itself in the middle of a full-blown PR disaster. But instead of taking quick, decisive action to regain control of the narrative, the airline’s crisis communication only made things worse.  

Their first mistake was a lack of empathy. Rather than acknowledging the disturbing nature of the incident, their initial response focused on legal technicalities, explaining company policies instead of addressing public outrage. To make matters worse, they took too long to issue a public statement, allowing the backlash to snowball. And when they did respond, their message came across as dismissive and lacking transparency—further damaging customer trust. 

This is exactly why a well-thought-out crisis communication plan is crucial. With better planning, faster response times, and a message that prioritized customer experience over corporate jargon, United could have controlled the damage instead of amplifying it. A sincere, immediate apology, direct accountability, and a clear outline of steps to prevent future incidents could have helped rebuild trust. Instead, their missteps became a textbook example of how not to handle a PR crisis. Effective crisis communication can be the difference between salvaging a brand’s reputation and allowing disaster to define it.