It’s safe to say that a C-suite kiss-cam featuring Coldplay’s Chris Martin wasn’t a scenario in anyone’s crisis comms plan for 2025. Yet the bizarre, meme-filled event quickly went viral, reminding us that today’s PR disasters don’t always follow the rules. While not every crisis will explode on social media or inspire a New York Times Op-Ed, having both strong protocols and a nimble team that can jump in and make quick, strategic decisions under pressure that might not always align with a crisis plan on paper is crucial.
Here are five important crisis management reminders that every company should keep in mind when navigating a PR disaster:
Take control of the narrative with a strong response
When a company stays silent during a crisis, it creates a vacuum that media, customers, or even random content creators on TikTok will fill, often with speculation and/or misinformation. This makes it much harder to regain control and redirect the narrative. A strong statement can help calm a viral news story, answer key unanswered questions, and close the door on further stories. Even a brief, honest statement is better than nothing: “We’re aware of the situation and we are investigating.”
Timing, Speed is indeed everything
A good statement is crucial. And so is speed. While a well-crafted, concise, and informative statement can help, if it has to go through 25 executive approvals and then go to the board for review, it’s of less value as a viral story gains steam. Moving fast enables your company to correct and limit the stream of incorrect information that may be circulating. The longer you wait, the more time you give others to come up with their own stories.
Build a foundation
Reputation is not something you can begin building the day a crisis hits. There are no magic tricks in a crisis – no PR tactic, no well-placed media phone call, no legal maneuver that can make it all go away. The sooner you bring your core crisis team into the fold of a potential issue, the better prepared you’ll be to navigate it if things go sideways.
Seize the day
Unless it’s related to a tragedy or death, while everyone is paying attention to your company, take advantage of the spotlight to reinforce who you are and what your company stands for. Keep it clear, concise, and true to your brand. The newly appointed interim CEO of Astronomer did this well in his first LinkedIn post. His words displayed an appropriate amount of optimism and vision for the future, infusing real examples to remind employees and customers of the company’s ongoing resilience.
Be a human
Speak (and write) like a human. Infusing empathy, understanding and as much transparency as possible will go a long way to build trust.
In today’s always-on news cycle, the way a company responds in a crisis can define its reputation for years to come. Whether you’re navigating a full-blown viral firestorm or a lower-profile issue bubbling under the surface, preparation, clarity, and speed are non-negotiable. Crisis is more than just focusing on damage control; it’s an opportunity to show leadership, reinforce your values, and build long-term trust.
