What are the most effective public relations tactics for managing a brand crisis in the digital era, where news spreads quickly online?

One of the golden rules of PR, especially in a crisis, is the importance of acting fast but never impulsively. While integrity and transparency are often the best approach, they may not always be the only solution, depending on the circumstances. The emphasis on acting fast should focus on creating a clear, thoughtful response rather than rushing into action without a strategy.

It’s also important to differentiate between addressing a true brand crisis and responding to every comment online. A PR crisis demands focused attention, strategic communication, and a well-considered plan—not knee-jerk reactions to individual comments. The goal is to manage the situation effectively while maintaining the brand’s credibility and trustworthiness.

Silence is one of the most underrated PR strategies–I think more brands could benefit from simply not saying anything at all. Brand activism became popular in the 2010s, and some days it feels like everyone from pizza places to sticker manufacturers is diving headfirst into online arguments about hot-button issues. This often ends up creating its own crises, like we often see from figures like Elon Musk and JK Rowling. Shying away from making public statements about issues that don’t involve you is easily the best way to stay out of creating your own brand crisis.

Quick reaction (strong statement or press release to be released as soon as possible), transparency (full and 100%), admit mistakes (if applicable), clear and consistent messaging across all platforms and internal comm plan, having a crisis plan ahead of time is the key (prepare for issues - they will happen), allocate team members and resources when crises does happen, monitor the reactions in real time and make sure responses are quick and accurate, open all your customer service channels. Post regular updates after each of the things are investigated. Keep stakeholders updated in addition to your customers. Lean on key brand influencers if possible (but align messaging with them). Make sure there is a solution after crises has been averted (rewarding your customers, etc). Lastly - monitor the situation even after everything is fixed.

While every situation is different, there are a few ways to get ahead of a band crisis. Swift, immediate action is always key.

Decide what your statement will be to the media. The longer you are silent, the faster the story will get away from you. Always be transparent, empathetic, and apologetic (if needed). You want to show the public that we are all human and mistakes can happen. Do not be evasive as that will lead to brand distrust. 

It is important to keep your messaging consistent. Once you and your team have (quickly) developed a response, make sure to post it on the brand's social channels as well as send to any local media who may have reached out. Appoint one person as a brand spokesperson who can comment on the crisis and point all media to them. It is important to come up with 3-4 talking points that this spokesperson can always revert back to during and after the crisis. 

Proactively monitor the situation and be on the lookout for any additional action that you must take. Once things have calmed down, re-group with your team and find key learnings.