In today’s fast-paced digital world, a PR crisis can escalate quickly, damaging a brand’s reputation within hours. From major corporations to public figures, no one is immune to the risks of negative publicity. However, effective crisis management can turn setbacks into opportunities for rebuilding trust. Here are ten notable PR crisis examples and how they were handled.
Pepsi’s Controversial Ad (2017)
Pepsi drew criticism for its Kendall Jenner advertisement, which was accused of insensitive use of social justice movements. The company immediately withdrew the advertisement and issued an official apology, admitting that they had gone wrong in getting important social issues wrong.
United Airlines’ Passenger Removal (2017)
When a United Airlines passenger was violently removed from a flight in a viral video, public outrage skyrocketed. The airline initially stood by its actions but later shifted, releasing a more sympathetic apology and revising its policies to avoid such situations.
Facebook’s Cambridge Analytica Scandal (2018)
Facebook took a significant reputation blow when it was discovered that Cambridge Analytica had accessed user information inappropriately. Mark Zuckerberg testified before Congress, and Facebook implemented more stringent data privacy regulations.
Boeing’s 737 MAX Crisis (2019-2020)
Following two deadly crashes, Boeing came under intense scrutiny. Boeing grounded its 737 MAX fleet, implemented safety upgrades, and overhauled its leadership to regain confidence in its planes.
Chipotle’s Food Safety Issues (2015-2016)
Chipotle navigated several outbreaks of foodborne illness. In response, it revamped its food safety procedures and initiated a consumer confidence campaign.
BP’s Deepwater Horizon Oil Spill (2010)
The enormous spill caused extensive ecological harm and attack on BP for its handling of the situation. Although the initial response was unimpressive, BP eventually apologized, invested in cleanup, and initiated public relation campaigns to boost its reputation.
Johnson & Johnson’s Tylenol Poisoning (1982)
One of the most well-managed crises ever, J&J recalled all Tylenol products and implemented tamper-proof packaging. Their quick, open response helped rebuild public trust.
Tesla’s Elon Musk Controversies
Elon Musk’s tweets have gotten Tesla into hot water more than once, including SEC probes. Tesla’s PR approach often involves Musk walking back statements and leveraging direct communication with consumers to shape the narrative.
Uber Culture and Leadership Scandals (2017)
Uber was accused of a toxic work environment and harassment. Uber retaliated by removing rogue executives, new leadership, and cultural change.
Samsung Galaxy Note 7 Recall (2016)
Following incidents of exploding batteries, Samsung recalled millions of units and implemented more rigorous quality controls. Their openness and honesty rebuilt consumer trust.
How to Manage a PR Crisis Effectively
In today’s digital era, it is essential to be proactive about crisis management. Whether you’re a new start-up or a multinational brand, having a trusty PR firm by your side can assist in handling crises, safeguarding reputation, and preserving public trust.
Learning from such previous instances can enable businesses to have robust crisis response plans in place and keep damage to the minimum when encountering unforeseen crises.