Masters of Crisis PR: Lessons from Well-Handled PR Crises

Every PR professional has faced the challenge of managing a crisis at some point in their career. However, not all PR teams emerge from a crisis stronger and more resilient. In this article, we will explore some examples of companies that handled crises exceptionally well in 2018. These cases provide valuable lessons that can be applied to similar situations in the future.

What Are Some Examples of Wisely Handled Crisis PR?

2018 saw its fair share of PR crises, but it also saw some incredible examples of how companies can manage and even turn a crisis into a positive outcome. We have reviewed and analyzed some of the best-managed PR crises of 2018, and I believe these examples will provide you with actionable insights for your own PR strategy.

Case Study 1: Delta Air Lines

Event: In 2018, Delta Air Lines faced a significant crisis due to a flight delay that caused a passenger to fall ill and later die. The situation received widespread media coverage, putting the airline under intense scrutiny.

Response: Delta handled the crisis with transparency and empathy. They immediately posted updates on their website and social media channels, acknowledging the incident and apologizing to the passenger’s family. The airline also took steps to improve their operations, including adding more resources and investing in better training for staff. This proactive approach helped them regain trust and minimize long-term damage to their brand.

Case Study 2: Nike

Event: The year 2018 saw a series of scandals for the sportswear giant, including cultural issues, supply chain controversies, and poor labor practices. These issues threatened to overshadow Nike’s strong brand reputation.

Response: Nike took a multi-faceted approach to address these issues. They publicly apologized and pledged to improve labor conditions and hold suppliers accountable. The company also launched a new advertising campaign focusing on diversity and inclusion, which helped to refocus the narrative and rebuild trust with consumers. This strategic response helped Nike to not only survive but also to grow in the following months.

Case Study 3: Johnson Johnson

Event: In early 2018, Johnson Johnson faced a crisis with its baby powder after it was discovered that the product contained asbestos. This posed a serious health risk and put the company’s reputation in jeopardy.

Response: Johnson Johnson responded decisively by recalling the product and launching a thorough investigation. They also took legal action against suppliers suspected of contamination. Simultaneously, the company communicated transparently with consumers, providing updates and reassurances. Their strong defense and strategic communication efforts managed to contain the damage and improved their standing in the eyes of the public.

Lessons from Well-Handled PR Crises

The examples mentioned above offer several key insights for PR professionals:

1. Remain Transparent and Honest

Transparency is crucial during a crisis. Companies that are upfront about the situation, admit mistakes, and provide regular updates tend to recover faster. By staying honest, you build trust and credibility with your stakeholders.

2. Emphasize Empathy

When a crisis affects individuals, showing empathy is essential. Whether it's a family in mourning or a consumer facing a financial loss, demonstrating that you care can help soften the blow and lead to better recovery.

3. Act Quickly and Proactively

A fast response can mitigate damage and contain a crisis. Companies that move quickly to address the issue, take corrective actions, and communicate effectively are better positioned to control the narrative and prevent the situation from deteriorating.

4. Use Social Media to Your Advantage

Social media is a powerful tool for crisis communication. Companies can use platforms like Twitter, Facebook, and Instagram to quickly disseminate information and engage with their audience. However, it's important to use these channels judiciously and ensure that all communications are consistent and aligned with your overall strategy.

5. Learn from the Crisis

A crisis is not just an opportunity to recover, but also to learn and grow. Companies that take the time to analyze what went wrong and implement systemic changes are more likely to prevent similar crises from occurring in the future.

Conclusion

While managing a crisis is never easy, the examples of well-handled PR crises in 2018 offer valuable lessons that can help PR professionals navigate similar situations with greater confidence. By remaining transparent, empathetic, and proactive, companies can weather even the most challenging storms and emerge stronger and more resilient.