Why Brands Struggle to Apologize When A Company Crisis Hits

The Crisis Communications Mistake That Keeps Happening

In the highly charged arena of crisis communications, few phrases carry more weight than a simple, direct apology during a company crisis. Yet, for many organizations, expressing sincere regret remains one of the most challenging aspects of managing a reputational crisis. The hesitation to say "I’m sorry" often leads to significant brand damage, prolonged media scrutiny and lost public trust.

In today’s hyper-connected world, where information travels globally within seconds, the delay or absence of a well-executed apology can be far more damaging than the original incident itself. This blog explains why many brands struggle to apologize effectively, the consequences of delayed responses and examples of both poor and effective apology strategies.

The High Cost of Delayed Apologies During a Company Crisis

Silence Escalates the Situation

When a company crisis emerges, the clock starts immediately. Social media amplifies incidents instantly. Videos, posts and commentary spread rapidly across digital platforms. Public opinion can harden within hours. In these moments, organizations face a critical decision. They must respond quickly and authentically or allow silence, legal language or defensive statements to shape the narrative.

Historical Case Studies

United Airlines 2017

The incident involving United Airlines quickly became one of the most widely publicized and discussed crises in recent corporate history. A video showing a passenger being forcibly dragged off an overbooked flight spread rapidly across global media channels. The images of the bloodied passenger, combined with the sound of distressed travelers and the apparent indifference from crew members, generated intense outrage worldwide.

United Airlines' initial response was heavily focused on policy and procedures rather than acknowledging the inhumane treatment of the passenger. The company described the event as "re-accommodating customers," a tone-deaf phrase that amplified public anger. The CEO’s internal email praised employees for following protocol and framed the passenger as disruptive, which only intensified backlash across both traditional media and social platforms.

The failure to address the emotional gravity of the situation allowed the crisis to escalate. Headlines, late-night talk shows and social media users relentlessly criticized United for days. The company’s stock value dipped, and its reputation suffered long-term damage. What made the situation worse was not the initial incident alone but United’s inability to demonstrate immediate empathy and accountability.

Had United Airlines issued a swift public statement expressing genuine sorrow for the incident, acknowledging the mistreatment of the passenger, committing to a thorough investigation and outlining immediate steps to prevent such situations, much of the reputational fallout could have been contained. Instead, the delayed and defensive approach served as a textbook example of how not to handle a public relations crisis.

BP Deepwater Horizon 2010

The Deepwater Horizon disaster stands as one of the most severe environmental catastrophes in modern history. An offshore drilling rig operated by BP suffered a massive explosion, resulting in the tragic loss of 11 crew members and the uncontrolled release of millions of barrels of oil into the Gulf of Mexico over a span of 87 days. The environmental damage was widespread, affecting marine life, coastal communities, fishing industries and tourism for years.

As the crisis unfolded, public scrutiny intensified rapidly. The world watched live video feeds of oil gushing from the seafloor, fueling international outrage and environmental activism. Media outlets covered the disaster around the clock, and social media users shared real-time updates and reactions, amplifying the pressure on BP to respond effectively.

In the critical early days following the disaster, BP's CEO Tony Hayward became the face of the company's response. Instead of offering heartfelt condolences or focusing on those directly affected, Hayward famously stated, "I’d like my life back." The dismissive and self-centered tone of that statement was seen as tone-deaf and deeply insensitive to the scale of the tragedy. Rather than demonstrating empathy, the remark triggered further anger and severely damaged both Hayward's personal reputation and BP's global brand image.

Public confidence in BP eroded quickly. The company's lack of immediate emotional connection with victims and communities, combined with shifting blame and technical jargon, left stakeholders feeling unheard and dismissed. In the absence of sincere leadership, criticism grew from environmental groups, government officials and the general public alike.

A swift and effective response would have required BP to prioritize empathy and accountability from the start. An immediate public statement expressing profound sorrow for the lives lost, acknowledging the severity of the environmental devastation and committing to full-scale cleanup efforts and financial restitution could have helped deescalate the widespread backlash. By failing to lead with humanity, BP allowed the crisis to spiral, ultimately paying billions in fines, settlements and long-lasting reputational harm.

The Deepwater Horizon case continues to serve as a powerful example of how critical it is for organizations to adopt a compassionate, transparent and responsible communication strategy in the earliest moments of a crisis.

Volkswagen Emissions Scandal 2015

The Volkswagen emissions scandal, commonly referred to as "Dieselgate," remains one of the most damaging corporate ethics failures in recent history. Investigations revealed that Volkswagen had deliberately installed software in millions of diesel vehicles worldwide designed to cheat emissions tests. The vehicles appeared compliant under laboratory conditions but emitted up to 40 times the legal limit of nitrogen oxides during real-world driving.

When the scandal broke, it sparked immediate global outrage. Consumers, environmental advocates, regulators and governments expressed deep concern over the deliberate deception. Trust in Volkswagen's commitment to environmental sustainability, which had been a cornerstone of its marketing, was severely undermined.

Volkswagen's initial response attempted to downplay the company's involvement by blaming a small group of rogue engineers. This approach failed to satisfy public demands for accountability. By minimizing the scale of corporate responsibility and portraying the fraud as an isolated technical issue, Volkswagen fueled skepticism among regulators, customers and the media.

The lack of full transparency and ownership delayed the company's ability to begin repairing its reputation. Lawsuits, criminal investigations and government sanctions followed quickly across multiple countries, resulting in billions of dollars in fines, legal settlements and recalls. Public confidence in Volkswagen suffered long-term erosion.

A more effective response would have required Volkswagen’s leadership to immediately accept full responsibility for the emissions violations, publicly acknowledge the breach of trust and outline a clear, transparent corrective plan. This should have included cooperation with regulatory authorities, full disclosure of the scope of the misconduct, swift recalls and investment in clean vehicle technologies to demonstrate meaningful corrective action.

The Dieselgate scandal serves as a case study on how delayed accountability and blame-shifting can intensify reputational damage. Volkswagen’s failure to lead with honesty and integrity in its initial response allowed public outrage to build uncontrollably and transformed a corporate scandal into a global symbol of corporate dishonesty.

Equifax Data Breach 2017

The Equifax data breach in 2017 stands as one of the most significant cybersecurity failures in modern history. The personal information of approximately 147 million consumers was exposed, including sensitive data such as Social Security numbers, birth dates, addresses, credit card numbers and driver’s license details. The scale of the breach placed millions at risk for identity theft, financial fraud and long-term personal security threats.

Public reaction was swift and severe. Consumers demanded answers and protection while regulators and government officials launched multiple investigations. The breach raised national and international concerns about data privacy, corporate responsibility and the security of critical financial infrastructure.

Equifax's initial response severely undermined public trust. The company delayed notifying the public for several weeks after discovering the breach. When it finally went public, its statements were confusing and failed to fully communicate the magnitude of the exposure. The company's attempt to direct affected individuals to a separate website for information and credit monitoring created further frustration and technical issues. Many consumers struggled to access accurate information about whether their data had been compromised.

The company’s lack of clarity and transparency, coupled with reports of insider stock sales by Equifax executives after the breach was discovered but before the public was informed, further fueled public outrage. These missteps created the perception that Equifax prioritized its financial interests over its customers' safety and well-being.

A stronger response would have required Equifax to immediately notify the public once the breach was confirmed. The company should have proactively offered free credit monitoring and identity protection services without requiring complicated registration processes. Clear, honest communication about what had happened, how consumers could protect themselves and what the company was doing to resolve the issue would have demonstrated greater accountability and responsibility.

Instead, Equifax's slow and fragmented communication allowed public confidence to erode rapidly. The breach resulted in numerous lawsuits, government fines, congressional hearings and long-term reputational damage. The Equifax data breach remains a stark reminder of how crucial immediate, transparent and consumer-focused crisis communications are when public trust is on the line.

Pepsi Kendall Jenner Ad 2017

In 2017, Pepsi released a commercial featuring Kendall Jenner that quickly became one of the most controversial advertisements in recent years. The ad depicted Jenner leaving a modeling shoot to join a generic protest scene, ultimately offering a can of Pepsi to a police officer as a symbolic gesture of peace. The visual imagery was widely interpreted as trivializing serious social justice movements, particularly Black Lives Matter, by suggesting that complex societal issues could be resolved with a simple beverage exchange.

The public reaction was immediate and intense. Social media users, civil rights activists, celebrities and advocacy groups criticized the ad for its tone-deaf portrayal of real struggles related to police brutality, racial inequality and protest movements. The backlash escalated within hours, and the advertisement quickly became the subject of widespread mockery, memes and harsh media critiques.

Pepsi's initial response compounded the controversy. The company defended the ad as an attempt to promote a message of unity and peace. This defense was perceived as dismissive of the legitimate concerns raised by the public and further fueled the criticism. By failing to acknowledge the ad's insensitivity, Pepsi allowed the conversation to spiral, with critics framing the company as out of touch with the cultural realities it attempted to reference.

A more effective crisis response would have involved an immediate acknowledgment of the misstep. Pepsi could have issued a sincere statement recognizing the valid concerns expressed by viewers, apologizing for the unintended offense and committing to listen and engage in more informed conversations about complex social issues moving forward.

Eventually, after the backlash continued to mount, Pepsi pulled the ad and released a formal apology. However, the delay in issuing that apology meant the company lost valuable time to demonstrate accountability and empathy when it mattered most.

The Pepsi Kendall Jenner ad remains a prominent example of how brands must approach socially sensitive topics with deep awareness, genuine understanding and a commitment to responsible storytelling. In crisis communications, speed, humility and authenticity often make the difference between a recoverable misstep and lasting reputational harm.

Why Leadership Hesitates to Apologize

Legal Concerns Override Empathy

One of the primary reasons many organizations struggle to issue timely apologies is fear of legal liability. Legal teams often advise against making any statement that could be interpreted as an admission of guilt. While protecting the organization from legal exposure is important, it should not come at the expense of demonstrating compassion.

Expressing regret for harm or offense does not necessarily admit legal fault. An apology that recognizes the seriousness of the situation, empathizes with those affected and communicates steps being taken can be carefully crafted to protect the organization and its stakeholders.

Ego and the Illusion of Control

When a company crisis occurs, the leadership teams and their willingness to prioritize public trust over internal defensiveness will be tested. For some executives, admitting mistakes feels like exposing weakness. The desire to control narratives often leads to delayed responses, shifting blame or issuing heavily sanitized statements that lack emotional resonance.

In crisis communications, the only true control lies in how the organization responds.

Perfection Paralysis

Another common pitfall is the pursuit of a perfect response. As teams review, revise and overanalyze draft statements, valuable time is lost. In today’s media cycle, hours of silence can allow misinformation to spread unchecked, hardening negative perceptions.

The goal should not be perfection but speed combined with sincerity. A timely, straightforward message that reflects honesty and accountability often carries far more weight than a perfectly worded but delayed statement.

The Blueprint for an Effective Apology

Key Elements for Successful Crisis Communications

TrizCom PR has developed a consistent framework for successful apologies through years of guiding organizations through complex crises. The most effective statements include these five essential elements.

1. Acknowledge the incident with clear and direct language

2. Express empathy by centering the affected parties

3. Accept responsibility without minimizing or deflecting

4. Commit to corrective action with transparent steps

5. Maintain ongoing communication as new information emerges

When applied swiftly, this formula allows organizations to reset public conversations, demonstrate leadership integrity and begin restoring trust.

The Essential Role of Crisis PR Plans

Building the Foundation Before the Crisis Hits

An effective crisis PR plan is not a luxury; it is a necessity for every organization that values its reputation. At its core, a crisis communications plan provides a proactive blueprint that outlines how an organization will respond when facing an unexpected event that threatens its brand, credibility or operations.

A strong crisis PR plan includes clear roles and responsibilities for decision-makers, ensuring there is no confusion when quick action is needed. It establishes internal communication chains to avoid missteps and conflicting messages. The plan defines pre-approved protocols for messaging, spokesperson responsibilities and approval processes, removing unnecessary delays when response time is critical.

Crisis PR plans also anticipate potential vulnerabilities by identifying likely company crisis scenarios specific to the organization’s industry, operations and public presence. With these scenarios in mind, companies can prepare messaging templates, media holding statements and designated response teams trained to act quickly and confidently.

Proactive planning provides leadership teams with confidence during high-pressure situations when emotions often cloud judgment. A well-designed plan empowers companies to respond decisively while maintaining transparency, empathy and consistency across all communications platforms.

Equally important, these plans emphasize real-time media monitoring and social listening so that organizations can identify emerging threats and respond before issues spiral into full-blown crises.

Organizations that invest in developing and regularly updating crisis PR plans are better positioned to manage both short-term incidents and long-term reputational consequences.

Case Study Apologies Managed Well

HydroChemPSC and the Power of Authentic Leadership

In 2019, HydroChemPSC, now HPC Industrial, faced a viral backlash when a former employee was captured on video engaging in offensive, racially charged behavior. Although the individual no longer worked for the company, social media users incorrectly tied the behavior to the organization. Almost immediately, the company faced public outrage, online accusations and a media storm.

With guidance from TrizCom PR, the company acted decisively. CEO Brad Clark recorded a short, unscripted video message using his iPhone. In the video, Clark publicly disassociated the company from the individual’s actions, validated public concerns, expressed empathy to those impacted, emphasized that HydroChemPSC did not condone such behavior in any form and communicated with transparency and sincerity, avoiding corporate jargon.

The response earned positive public reaction across social media platforms. The video received over 143,000 views on Twitter. Thousands of retweets, likes and supportive comments followed. Facebook also saw significant engagement expressing confidence in the company’s handling of the situation.

This case highlights how clear leadership, decisive action and authentic communication can quickly de-escalate reputational threats.

The Crucial Role of Speed

Timing Shapes Outcomes

Every moment that passes without a strong response diminishes an organization’s ability to regain trust.

Organizations that prepare crisis communications protocols in advance place themselves in a significantly stronger position when reputational threats arise. Preparation empowers teams to respond confidently rather than reactively.

Emotional Intelligence in Crisis Leadership

Compassion Drives Connection

Effective crisis response requires leaders to operate from a foundation of emotional intelligence. The Public Relations Society of America explains that leaders should be prepared to respond, communicate and connect using strong emotional intelligence during a company crisis.

By prioritizing the perspectives and emotions of those affected, organizations humanize their brand and foster goodwill even in difficult circumstances.

Building a Crisis-Ready Organization

Proactive Preparation Creates Confidence

At TrizCom PR, we advise every client to view crisis planning not as an optional exercise but as an essential component of reputation management. Crisis readiness includes developing a comprehensive crisis communications plan with decision-making protocols, identifying and training official spokespeople with media coaching, conducting regular social media monitoring to detect emerging threats, establishing relationships with trusted media contacts and creating pre-approved message templates for rapid response.

Organizations that take these steps position themselves to respond with speed, clarity and consistency when public perception matters most.

Empathy as a Strategic Business Asset

Resilience Through Authenticity

Empathy is not simply a public relations tactic. It is a core leadership competency. Companies that authentically prioritize the well-being of their customers, employees and communities are far better equipped to navigate crises successfully.

Expressing regret, acknowledging harm and demonstrating accountability allows stakeholders to see the organization’s values in action. This often fosters greater loyalty and resilience long after the company crisis has passed.

Partnering with TrizCom PR for Crisis Protection

Trusted Guidance Every Step of the Way

The strongest reputations are not built in calm moments. They are forged during periods of adversity. Partnering with an experienced crisis communications team provides businesses with the tools, training and counsel needed to safeguard their brand when reputations hang in the balance.

TrizCom PR specializes in helping organizations prepare for the unforeseen. From comprehensive crisis planning to immediate response activation, we support our partners at every stage before, during and after a crisis event.

To explore how TrizCom PR can help protect your brand, contact us today.

Effective crisis response starts long before your company crisis occurs. Remember, it is not when a crisis will occur; it’s when it will occur.  Let us help you be ready.

Want A Quick Summary?

Listen to TrizCom PR's NotebookLM recap with Chuck and Karen for the latest insights and key takeaways!

 Everyone has a story to tell.
Let TrizCom PR tell yours.

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 integrated 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.

The Best Crisis Communication Examples for 2025

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.

Everyone has a story. Let TrizCom PR tell yours!

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.

During Uncertainty, Why PR and Marketing Cuts Should Come Last

In times of uncertainty, marketing budgets are often the first to be cut. Faced with financial pressures, many companies see public relations and marketing as expenses rather than investments, leading to a sharp reduction in spending on brand-building activities. However, research — including recent CMO surveys — shows that such cuts can have long-term negative consequences.

Marketing and PR drive brand awareness, customer trust and lead generation, all of which are critical for business growth — especially during challenging times. The majority of CMOs acknowledge that marketing budgets have declined in recent years, yet history proves that companies that maintain or even increase their marketing investments during downturns tend to recover faster and emerge stronger than those that cut back.

Before slashing marketing and PR budgets, marketing leaders need to rethink their approach. A strategic investment in PR during uncertain times can enhance credibility, position a brand as a thought leader and maintain customer engagement—all at a lower cost than traditional advertising.

PR as a Critical Tool for Business Stability in Uncertain Times

During times of uncertainty when business leaders need to make changes to policy, positioning, supply chains, staffing and corporate strategy, PR is critical for maintaining clear and consistent communication. Companies must ensure their messaging remains aligned across consumers, employees, Wall Street, investors, suppliers, public officials and other stakeholders. PR professionals play a crucial role in crafting transparent, strategic messaging that reinforces trust, minimizes confusion and strengthens brand reputation. Whether addressing financial concerns, workforce changes or shifts in business operations, PR ensures organizations stay ahead of the narrative and mitigate risks associated with misinformation or miscommunication.

PR is More Than Just Media Relations

Public relations goes beyond media placements—it encompasses earned media, thought leadership and strategic communications. to create maximum impact.

Owned Media

Blogs, white papers, newsletters and other brand-controlled content keep audiences engaged even without media coverage.

Earned Media

PR placements in top-tier publications with backlinks boost credibility and visibility.

Shared Media

Social media engagement amplifies PR efforts and builds community trust.

Paid Media

Sponsored content, influencer collaborations and digital PR campaigns ensure sustained brand awareness.

When integrated effectively, PR ensures a brand remains visible and influential—even during economic downturns.

The Impact of Marketing Budget Cuts on Brand Visibility

When marketing budgets shrink, the first thing to suffer is brand visibility. Without consistent communication and engagement, companies risk fading into the background, losing mindshare to competitors who continue investing in PR and marketing.

Insights from Recent CMO Surveys

• Marketing budgets have dropped to 7.7% of total company revenue in 2024—a significant decline compared to previous years [(Gartner CMO Survey, 2024)].

• The majority of CMOs are expected to do more with less, forcing them to prioritize digital channels while cutting back on PR and earned media.

• Despite budget cuts, marketing leaders agree that brand awareness is crucial to long-term success.

Why Visibility Matters More Than Ever

Cutting back on PR and marketing is like turning off the lights in a crowded marketplace—customers simply won’t see you. Brands that continue to maintain visibility during downturns are often the first choice when spending rebounds.

Case Study: Brands That Invested vs. Brands That Cut Back

• Kellogg’s vs. Post (Great Depression): During the Great Depression, cereal brand Kellogg’s doubled its advertising and PR investments, launching the now-iconic Rice Krispies brand. Meanwhile, competitor Post significantly reduced its marketing efforts. The result? Kellogg’s became the market leader and has maintained dominance ever since.

• McDonald’s vs. Taco Bell (1990s Recession): McDonald’s cut its marketing budget, while Taco Bell and Pizza Hut increased theirs. The outcome? Taco Bell’s sales grew by 40% and Pizza Hut’s increased by 61%, while McDonald’s saw a decline.

• Airbnb (COVID-19 Pandemic): Instead of halting marketing efforts, Airbnb shifted its messaging, emphasizing the safety and benefits of home rentals over hotels. The company also focused on storytelling and PR, strengthening its brand loyalty and visibility during a crisis.

• L’Oréal (2020 COVID-19 Pandemic): L’Oréal increased its digital marketing and PR efforts during the pandemic, shifting towards e-commerce, virtual consultations and influencer marketing. The result? The brand’s online sales skyrocketed and it gained a stronger foothold in digital beauty retail.

Lesson: Businesses that prioritize brand visibility and public relations during uncertain times tend to recover faster and outperform competitors who cut back.

PR As An Essential Business Investment – Not An Expense

While PR is often viewed as an optional expense, it is one of the most cost-effective ways to build brand credibility and trust—especially when marketing budgets are tight. Unlike paid SEO advertising, which stops delivering results the moment spending halts, PR creates a lasting impact by continuously generating brand exposure through media placements, thought leadership and organic content distribution.

PR and SEO: A Powerful Combination

PR and SEO work hand in hand to enhance online visibility and drive long-term brand growth. A strong PR strategy secures high-authority backlinks from media outlets, which boosts search engine rankings, increasing organic traffic to a company’s website. PR-driven content, such as press releases, interviews and guest articles, creates valuable, shareable assets that improve search performance while reinforcing a brand’s expertise and credibility.

How PR and SEO Work Together

Earned Media & Backlinks

PR placements in authoritative media sources drive organic backlinks, a key factor in SEO rankings.

Content Amplification

Press releases, blog posts and media mentions create evergreen content that fuels digital marketing strategies.

Reputation Management

PR ensures accurate brand representation in search results, helping control online perception.

Increased Brand Authority

Thought leadership articles and expert quotes in reputable publications strengthen a brand’s credibility.

The Long-Term Benefits of PR Investment

Unlike paid SEO advertising, where results disappear once spending stops, PR builds a sustainable brand presence. Media mentions, industry recognition and authoritative backlinks continue to drive value long after a campaign ends. Companies that prioritize PR see higher customer trust, stronger brand loyalty and improved digital discoverability, making it a smart investment for long-term growth.

Why PR is a Competitive Advantage

Companies that prioritize PR investments even during downturns:

• Maintain brand awareness when competitors fade.

• Build long-term credibility and trust.

• Position themselves for faster recovery post-downturn.

By optimizing rather than eliminating PR and marketing, businesses can stay visible, relevant and profitable—even in challenging times.

Marketing and PR are too valuable to cut during uncertain times. Strategic marketing leaders understand that brand credibility, visibility and trust are long-term assets that fuel business success.

Key Takeaways

• Cutting PR and marketing damages brand awareness, trust and growth.

• Strategic reallocation of budgets toward PR, content and earned media delivers better ROI.

• PR is a long-term investment, supporting visibility, SEO and reputation.

Next Steps: How TrizCom PR Can Help

At TrizCom PR, we help businesses maximize PR impact—even with reduced budgets. Whether it’s media relations, content marketing or crisis communication, we ensure your brand stays visible, credible and influential.

📞 Ready to protect and grow your brand? Contact TrizCom PR today for a free consultation.

Everyone has a story. Let TrizCom PR tell yours!

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.

During Uncertainty, Why PR and Marketing Cuts Should Come Last FAQ

Is PR still relevant in 2024?

PR remains essential in 2024 as businesses navigate digital transformation, misinformation and evolving consumer trust. With increased focus on thought leadership, influencer collaborations and reputation management, PR plays a critical role in brand visibility. Companies leveraging digital PR, media relations and content marketing continue to build strong brand authority and customer loyalty.

Why should businesses avoid cutting PR and marketing budgets during economic uncertainty?

Cutting PR and marketing budgets reduces brand visibility, weakens credibility and slows customer engagement. Companies that maintain PR efforts during downturns recover faster and outperform competitors. PR keeps brands relevant, strengthens trust and ensures long-term success by fostering customer relationships and maintaining a strong market presence, even in challenging times.

How does PR provide value beyond media relations?

PR extends beyond media coverage by incorporating owned media (blogs, newsletters), earned media (press coverage), shared media (social engagement) and paid media (sponsored content). This multi-channel approach builds credibility, improves SEO, enhances brand storytelling and ensures continuous customer engagement, making PR a powerful and cost-effective strategy for long-term visibility.

What are some examples of companies that invested in PR during downturns?

Kellogg’s, Airbnb, L’Oréal and Taco Bell increased PR efforts during economic downturns, gaining market share while competitors cut budgets. By focusing on storytelling, digital engagement and earned media, they strengthened brand loyalty and positioned themselves for post-recession growth, proving that consistent PR investment leads to long-term success.

How does PR help maintain brand visibility when budgets are tight?

Answer: PR creates lasting brand exposure through earned media, influencer partnerships and thought leadership, offering cost-effective alternatives to paid advertising. PR-driven content can be repurposed across blogs, social media and email campaigns, maximizing reach and engagement without increasing marketing spend, ensuring brands stay relevant even with limited budgets.

What is the ROI of investing in PR during a recession?

Investing in PR during a recession enhances brand trust, maintains customer engagement and drives long-term growth. Studies show that brands prioritizing PR see higher post-recession revenue, increased lead generation and improved customer retention, proving that strategic PR efforts yield sustainable business success, even in challenging economic conditions.

Do marketing and PR go together?

Yes, PR and marketing complement each other by aligning brand messaging, audience engagement and reputation management. While marketing focuses on driving sales through promotions, PR enhances credibility through media relations, thought leadership and crisis communication. An integrated strategy ensures consistent messaging, builds trust and strengthens brand positioning, making both approaches more impactful and sustainable.

What is the relationship between marketing and PR?

PR and marketing complement each other by shaping brand perception and driving customer engagement. PR focuses on storytelling, media coverage and reputation management, while marketing emphasizes direct promotion and lead generation (though PR can do this very well, too). Together, they create a cohesive strategy that enhances brand credibility, builds awareness and strengthens customer trust, leading to business growth.

How can PR improve marketing efforts?

PR is a key component of marketing that strengthens brand credibility and audience trust. It enhances marketing by securing earned media coverage, improving SEO with high-authority backlinks and amplifying brand messaging. When integrated with content marketing and digital strategies, PR increases engagement, reinforces brand identity and maximizes the effectiveness of marketing campaigns for sustainable growth.

What is a Video News Release and How to Use It Effectively

As a marketer, you face the daily challenge of standing out in an oversaturated media landscape. How do you ensure your story resonates with your audience and grabs the attention of media outlets? The answer might just lie in a video news release (VNR). By combining the power of video production with the strategic impact of press releases, a VNR can effectively tell your story and elevate your brand across platforms.

What is a Video News Release?

A video news release is a pre-produced video designed to provide newsworthy content to media outlets, complementing a written press release. It typically includes b-roll footage, interviews with spokespeople and a clear narrative that aligns with your brand’s messaging. This makes VNRs give journalists ready-to-use content that fits seamlessly into their broadcasts or articles. Unlike traditional press releases, which rely solely on text, VNRs use visuals and audio to connect emotionally with audiences, making stories more memorable and impactful.

Peppa Pig Groundbreaking: A Case Study in VNR Success

The PEPPA PIG Theme Park Groundbreaking event showcases the effectiveness of a well-crafted video news release. The TrizCom PR team created a dynamic VNR by capturing vibrant visuals from the event, including interviews with spokespeople, children interacting with Peppa Pig and key moments like the ceremonial groundbreaking (we had children in pink hard hats, pink shovels shoveling pink sand from a small excavator).

What set this video news release apart was the speed of execution. Within two hours of the event, the footage was edited into a concise four-minute b-roll package. Alongside a press release, the VNR was distributed to newsrooms nationwide.

The result? The story went viral. Media outlets were eager to use the polished, engaging content, which required minimal additional editing on their part. This case study highlights the importance of speed, quality visuals and targeted distribution in achieving VNR success​.

Jill Renick Crisis Case: Raw and Authentic Storytelling

On the other end of the spectrum, the Jill Renick VNR demonstrates the power of authenticity in storytelling. Following a devastating family tragedy during Hurricane Harvey, TrizCom PR created a video news release to tell Jill’s story respectfully while minimizing the burden on her grieving family.

Using a simple iPhone, the team recorded heartfelt answers from Jill’s sister to 15 pre-prepared questions. The resulting footage, raw and unpolished, struck an emotional chord with audiences. News outlets across the U.S. picked up the VNR, captivated by its genuine and moving content.

This case shows that VNRs don’t always require expensive production equipment. Sometimes, the authenticity of the story itself is what makes the biggest impact​.

Why You Need a VNR in Your Media Strategy

Engages Media and Audiences

A video news release provides media outlets with high-quality, ready-to-use content, making it easier for your story to be featured. It’s an invaluable tool for enhancing your media relations strategy.

Expands Visibility Across Platforms

VNRs work seamlessly across TV stations, social media platforms and online channels, giving your story a broader reach and increasing audience engagement.

Tells a Compelling Story

With visuals, interviews and b-roll footage, a video news release brings your story to life in a way that written press releases alone cannot achieve.

How to Create a High-Quality VNR

Plan Your Narrative

Outline your key message and identify the visuals needed to support it. Whether it’s a joyful event or a sensitive issue, the narrative should align with your products, services and overall branding.

Focus on Production Value

Capture high-quality visuals and interviews that resonate with your audience. Ensure your video is clear, visually appealing and easy to edit for different formats.

Distribute Strategically

Pair your video news release with a detailed press release and send it to targeted media outlets. Tailor the content for social media platforms to maximize reach.

From Event Highlights to Crisis Response: The Power of VNRs

The Peppa Pig and Jill Renick examples highlight the versatility and power of Video News Releases in driving media coverage and audience engagement. Whether you’re celebrating a milestone event or sharing a heartfelt story, a VNR can amplify your message and leave a lasting impression.

Maximizing Media Engagement with a Strategic VNR Approach

Ready to create a Video News Release that captures attention and drives results? Let TrizCom PR help you craft a VNR tailored to your unique story. Contact us today to get started!

Everyone has a story. Let TrizCom PR tell yours!

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.

 

Video News Release FAQs

What is a Video News Release (VNR)?

A Video News Release (VNR) is a professionally produced video designed to share a newsworthy story with media outlets. It combines visuals like b-roll footage, interviews, and a scripted narrative with a press release, providing journalists with ready-to-use content. VNRs are essential tools for enhancing media coverage, engaging audiences, and amplifying brand messaging across platforms.

Why are VNRs effective?

Video News Releases (VNRs) are effective because they combine compelling visuals and strategic storytelling to capture attention. They provide media outlets with ready-to-use content, reducing production time, and engage audiences more powerfully than text-based press releases. VNRs also enhance reach by performing well on social media platforms, making them a versatile tool for amplifying brand messages.

How to create a VNR?

Creating a Video News Release (VNR) involves planning a clear narrative, capturing high-quality visuals and interviews, and aligning the story with your brand message. Start by scripting key points, then film b-roll footage and spokesperson soundbites. Edit the content into a concise, engaging video, and distribute it alongside a press release to media outlets and social platforms for maximum impact.

How to use a VNR?

To use a Video News Release (VNR) effectively, pair it with a well-crafted press release and distribute it to targeted media outlets. Share the video on social media platforms to maximize reach and engagement. Tailor the content for various channels, including TV stations and online platforms, ensuring it aligns with your brand goals and resonates with your audience.