Every year, brands make catastrophic public relations blunders that serve as case studies for the rest of us. These crisis communication examples highlight key missteps and lessons learned. From CEO scandals to tone-deaf social media campaigns, crisis PR mistakes can destroy brand trust and erode years of hard-earned goodwill.
The good news? These disasters also provide invaluable lessons on what not to do. Let’s break down some of the biggest PR fails, examine public sentiment, and uncover crisis management strategies that could have prevented them.
1. Bud Light’s Marketing Misfire: Alienating Core Customers
Bud Light, one of the biggest beer brands in America, attempted to expand its audience by partnering with transgender influencer Dylan Mulvaney. However, the campaign sparked backlash from conservative customers, leading to widespread boycotts. Sales plummeted by 24%, and the company lost its position as America’s top-selling beer.
What Went Wrong?
Bud Light failed to anticipate the potential backlash from its existing customer base. The brand launched the campaign without a clear messaging strategy and, when faced with criticism, offered no decisive response—leaving both supporters and detractors confused.
Crisis Communication Examples: What They Should Have Done
Bud Light needed a cohesive crisis PR strategy from the start. First, they should have prepared for pushback and preemptively crafted messaging that reinforced their commitment to inclusivity while also addressing the concerns of longtime consumers. Instead of a vague and inconsistent response, a clear and unified crisis communication strategy would have helped manage public sentiment.
Additionally, an effective crisis communication plan should have included internal and external communication strategies to align all team members and ensure a consistent message across social media channels and press statements.
2. Twitter (X) and Elon Musk’s PR Nightmare
Elon Musk’s takeover of Twitter, now rebranded as X, quickly became a PR disaster. Sudden mass layoffs, erratic policy changes, and the reinstatement of controversial accounts led to a massive exodus of major advertisers and a sharp decline in user trust.
What Went Wrong?
The chaos stemmed from a lack of transparency in Musk’s leadership. His approach was abrupt, often relayed through spur-of-the-moment tweets instead of structured crisis response statements. This mismanagement led to significant damage to public trust and loss of key business partnerships.
Crisis Communication Examples: What They Should Have Done
Musk needed a phased crisis management strategy that reassured advertisers and users during the transition. Hosting industry roundtables, offering transparency into upcoming changes, and rolling out new policies gradually rather than all at once could have maintained stability and trust. A well-developed crisis communications plan with structured messaging and team members trained in effective crisis communication could have helped mitigate long-term reputational damage.
3. OceanGate’s Titan Tragedy: A PR Catastrophe
The OceanGate Titan submersible disaster made global headlines when the vessel imploded during a deep-sea expedition to the Titanic wreckage. The company had ignored previous safety warnings, and its dismissive PR response only worsened the crisis.
What Went Wrong?
Instead of addressing valid safety concerns, OceanGate downplayed risks and even mocked experts who raised warnings. Their initial response lacked empathy, further eroding public trust and intensifying media scrutiny.
Crisis Communication Examples: What They Should Have Done
The company should have implemented a real-time crisis response strategy that prioritized transparency and public reassurance. Acknowledging concerns early, outlining clear safety protocols, and committing to an independent investigation would have demonstrated effective crisis management. OceanGate also needed an internal and external communication framework to align messaging across all platforms, including social media channels and press releases.
4. Balenciaga’s Disturbing Ad Campaign
Luxury brand Balenciaga faced global outrage after releasing an ad campaign featuring children holding teddy bears dressed in BDSM-style harnesses. The disturbing imagery led to accusations of child exploitation, causing celebrities and customers to sever ties with the brand.
What Went Wrong?
Balenciaga’s lack of internal review processes resulted in a damaging public relations crisis. Their delayed response and attempts to shift blame onto external creatives only worsened public sentiment.
Crisis Communication Examples: What They Should Have Done
A strong crisis management plan would have included thorough content review processes and real-time response protocols. Balenciaga needed effective crisis communication—an immediate, unequivocal apology combined with proactive corrective measures such as partnerships with child advocacy organizations to restore public trust.
5. Southwest Airlines’ Holiday Meltdown
During the 2022 holiday season, Southwest Airlines faced a PR nightmare when an outdated scheduling system caused thousands of flight cancellations, stranding passengers for days.
What Went Wrong?
Instead of communicating early and transparently, Southwest provided limited updates, leading to confusion and frustration among travelers. The lack of real-time crisis response made the situation worse.
Crisis Communication Examples: What They Should Have Done
Southwest needed a crisis communication strategy that included frequent and transparent updates, clear refund policies, and a long-term plan for system upgrades. An effective crisis management approach would have prioritized internal and external communication, ensuring that customers and employees received consistent messaging.
6. Pepsi’s Kendall Jenner Ad Backlash
Pepsi’s 2017 commercial featuring Kendall Jenner attempting to diffuse a protest by offering a police officer a can of soda was widely condemned for trivializing social justice movements.
What Went Wrong?
Pepsi failed to recognize the sensitivity of the topic and did not anticipate the backlash from audiences who viewed the ad as tone-deaf. The company’s attempt to appear socially aware backfired, leading to accusations of exploiting serious issues for commercial gain.
Crisis Communication Examples: What They Should Have Done
Pepsi should have employed a diverse crisis communication team to assess the potential impact of the advertisement before its release. A stronger internal review process and direct engagement with activists could have helped prevent the crisis. Additionally, a more heartfelt and direct apology, rather than pulling the ad without explanation, would have been a better crisis response.
7. Boeing’s 737 MAX Crisis
Boeing faced an unprecedented PR disaster when two 737 MAX aircraft crashed, killing 346 people due to faulty software.
What Went Wrong?
Boeing initially attempted to downplay the issues and delayed grounding the aircraft, leading to erosion of public trust. Regulatory agencies and passengers lost confidence in the company.
Crisis Communication Examples: What They Should Have Done
Boeing needed to take immediate accountability and prioritize passenger safety by proactively grounding the aircraft. A transparent and remorseful approach, combined with a clearly outlined corrective action plan, would have improved crisis communication and restored confidence in the brand.
8. United Airlines Passenger Removal Incident
In 2017, a United Airlines passenger was forcibly removed from an overbooked flight, and disturbing footage of the incident went viral. The passenger, a doctor, was dragged off the plane by law enforcement after refusing to give up his seat. The public outrage was immediate, with calls to boycott United Airlines.
What Went Wrong?
United Airlines’ initial response was defensive, stating that the passenger was "re-accommodated" instead of addressing the excessive force used. The airline’s CEO then issued a half-hearted apology, failing to acknowledge the harm caused. This lack of transparency and poor crisis response fueled further backlash.
Crisis Communication Examples: What They Should Have Done
United Airlines should have immediately acknowledged the situation and taken responsibility. A sincere apology, coupled with a pledge to review and change its overbooking policy, could have helped ease public anger. Additionally, real-time crisis communication via social media would have allowed the company to control the narrative instead of letting the viral video dominate public perception.
9. Facebook’s Cambridge Analytica Scandal
In 2018, it was revealed that Cambridge Analytica had improperly harvested data from 87 million Facebook users without their consent and used it for political advertising. The scandal raised major concerns about data privacy and misuse of personal information.
What Went Wrong?
Facebook delayed acknowledging the breach, allowing negative media coverage to spread unchecked. The company's CEO, Mark Zuckerberg, waited too long before publicly addressing the issue. The platform’s lack of transparency and poor internal crisis management led to regulatory scrutiny and a major loss of trust among users.
Crisis Communication Examples: What They Should Have Done
Facebook needed a proactive crisis management strategy, ensuring that users were informed as soon as the data breach was uncovered. Immediate action, such as implementing new privacy policies and issuing a clear, apologetic statement from leadership, would have helped restore public trust. Partnering with independent auditors to verify changes in data security could have further demonstrated commitment to change.
10. Chipotle’s Food Safety Scandal
Between 2015 and 2018, Chipotle faced multiple foodborne illness outbreaks, including E. coli, norovirus, and salmonella, which sickened hundreds of customers. The outbreaks raised concerns about the company’s food safety practices.
What Went Wrong?
Chipotle's slow crisis response and lack of transparency exacerbated the damage. The company failed to immediately identify the sources of contamination and did not reassure customers with a clear action plan. Sales plummeted, and Chipotle's reputation suffered long-term damage.
Crisis Communication Examples: What They Should Have Done
Chipotle needed to implement a robust crisis communication strategy, immediately acknowledging the issue and outlining the corrective steps being taken. A strong internal and external communication plan would have reassured the public and prevented further speculation. Investing in more rigorous food safety procedures and publicly committing to enhanced quality control measures would have helped rebuild consumer confidence.
Need Help Navigating a Crisis?
At TrizCom PR, we specialize in crisis communication strategy and reputation management. Whether you’re dealing with a PR crisis or need a crisis management plan, we’ve got you covered.
Contact us today to safeguard your brand’s reputation.
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
Crisis Communication Examples Frequently Asked Questions (FAQ)
What is crisis communication in PR?
Crisis communication in PR refers to strategies companies use to manage and respond to crises that threaten their reputation. It involves proactive planning, clear messaging, and timely responses to control the narrative and minimize public backlash. Effective crisis communication helps maintain trust, engage stakeholders, and implement corrective actions to restore credibility.
Why do companies need a crisis communication plan?
A crisis communication plan helps companies respond effectively to PR disasters by outlining clear protocols, designated spokespeople, and communication strategies. This minimizes confusion and ensures a swift, unified response to protect the brand’s reputation. It also prepares teams to handle media inquiries, mitigate misinformation, and restore public trust through proactive engagement and strategic messaging.
What are some key elements of an effective crisis management strategy?
An effective crisis management strategy includes:
Preparation: Identifying potential crises and having response plans in place.
Transparency: Providing honest and timely updates to maintain credibility.
Consistency: Ensuring all messaging aligns across media channels.
Accountability: Taking responsibility and outlining corrective actions.
Engagement: Communicating directly with stakeholders and the public.
Adaptability: Adjusting crisis responses as situations evolve.
Monitoring: Using media tracking tools to assess impact and adjust strategies accordingly.
How did Bud Light’s crisis PR mistake affect its brand?
Bud Light’s partnership with a transgender influencer led to backlash from conservative consumers, causing a significant drop in sales. The brand’s failure to anticipate and address the controversy resulted in widespread boycotts, negative media coverage, and a loss of brand trust among its core audience. The company struggled to regain consumer confidence and market stability.
What could Twitter (X) have done differently during Elon Musk’s takeover?
Twitter (X) should have implemented a phased crisis management strategy that reassured advertisers and users during the transition. Hosting industry roundtables, providing transparency into policy changes, maintaining stability, and strengthening internal communication could have prevented mass advertiser pullouts, reduced user distrust, and ensured a smoother transition with minimal reputational damage.
What lessons can brands learn from OceanGate’s Titan disaster?
OceanGate’s dismissive response to safety concerns worsened the crisis. Brands must prioritize transparency and public reassurance during emergencies. A commitment to safety, independent investigations, and immediate acknowledgment of concerns could have mitigated the backlash. Establishing clear crisis communication plans, engaging experts for risk assessments, and maintaining open dialogue with stakeholders can strengthen credibility and prevent long-term reputational damage.
How did Balenciaga mishandle its PR crisis?
Balenciaga failed to properly vet an ad campaign that led to accusations of child exploitation. Their delayed response and attempt to shift blame only intensified the controversy. The company needed an immediate, unequivocal apology and stronger content review processes. Implementing stricter internal approval procedures, engaging crisis management experts, and swiftly addressing concerns with corrective action could have helped restore public trust.
What was Pepsi’s biggest mistake with the Kendall Jenner ad?
Pepsi’s ad was criticized for trivializing social justice movements. The company failed to conduct proper cultural sensitivity reviews before releasing the campaign. Involving diverse perspectives and engaging with activists before the ad launch could have prevented backlash. Additionally, Pepsi should have issued a more immediate and genuine apology, while committing to initiatives that support the communities affected by the campaign’s missteps.
How did Boeing’s response to the 737 MAX crisis damage its reputation?
Boeing initially downplayed the seriousness of the two crashes and delayed grounding the aircraft, which led to loss of public trust and regulatory scrutiny. Immediate accountability, proactive grounding of planes, and transparent communication with safety agencies could have minimized the fallout. Additionally, a commitment to enhanced safety measures, improved pilot training, and a clear plan for rebuilding confidence among passengers and airlines would have mitigated long-term reputational damage.
What are the most important steps for effective crisis communication?
Acknowledge the crisis early.
Communicate transparently and frequently.
Take responsibility and provide solutions.
Use all media channels to reach stakeholders.
Continuously update the public on corrective actions.
Train spokespersons to deliver consistent messaging.
Monitor public sentiment and adjust strategy as needed.
Engage with key stakeholders for direct feedback.
Ensure internal teams are aligned on crisis response.
Follow up post-crisis to rebuild trust and credibility..
How can companies restore public trust after a PR crisis?
To rebuild public trust, companies should:
Issue sincere apologies.
Take concrete steps to prevent future mistakes.
Engage in community outreach or corporate responsibility initiatives.
Maintain open and honest communication with consumers and stakeholders.
Demonstrate long-term commitment to ethical business practices.
Implement transparency measures such as third-party audits and reports.
Foster direct engagement with affected customers and communities.
Showcase corrective actions through media and social channels.
What role does social media play in crisis communication?
Social media allows companies to respond in real-time, manage narratives, and engage with audiences directly. However, it also amplifies negative publicity if mishandled. A well-planned social media crisis response strategy is essential for damage control. Companies should monitor conversations, address misinformation promptly, and ensure messaging is consistent across platforms. Engaging proactively with stakeholders can help rebuild trust and minimize reputational harm.
How do internal teams play a role in crisis PR management?
Internal teams should be well-prepared through crisis simulation training, clear communication roles, and established escalation procedures. Effective internal communication ensures that all employees understand messaging strategies and their role in crisis response. Cross-department collaboration, regular crisis drills, and designated response teams enhance readiness. Keeping employees informed fosters unity and ensures a coordinated approach during crises.
What industries are most vulnerable to PR crises?
Industries most susceptible to PR crises include:
Airlines and transportation (flight delays, safety concerns)
Tech companies (data breaches, regulatory issues)
Food and beverage (contamination, misleading advertising)
Fashion and retail (controversial ads, ethical concerns)
Pharmaceutical and healthcare (product recalls, lawsuits)
How can brands prepare for potential PR disasters?
Brands can prepare by:
Developing a crisis communication plan.
Training spokespersons for media interactions.
Monitoring public sentiment through social listening.
Establishing transparent relationships with media outlets.
Conducting regular risk assessments.
Creating scenario-based crisis simulations to test response strategies.
Ensuring internal teams understand crisis protocols and their roles.
