The Golden Rule of PR Damage Control
Crisis communication is like the emergency kit of public relations—you hope you never need it, but when disaster strikes, it better be fully stocked. Whether it’s a scandal, a slip-up, or a social media wildfire, how a brand communicates in those first crucial moments can mean the difference between a well-kept reputation or a PR nightmare.
Although there are various things to be prepared for during a crisis and procedures used to de-escalate the situation, one of the main golden rules that PR professionals must ensure is to “get ahead of the story”. Mentioned in Forbes Agency Council’s 13 Golden Rules Of PR Crisis Management, communicating and taking action immediately after a crisis to ensure that you have control over the narrative is huge to protecting your brand (Forbes Agency Council).
Getting ahead of the story isn’t about sugarcoating the truth or putting out a flashy statement to distract the public. It’s about transparency, timing, and taking responsibility before the media does it for you.
Case Study; Pepsi’s fast acting PR Team
In 2017, Pepsi created an ad starring Kendall Jenner that was meant to channel peace and unity, stating “Pepsi was trying to project a global message of unity, peace and understanding.” (Evans).
However, this ad was taken terribly by the public and media due to the commercialization of the equality riots and protests happening during that time.
Image: Unsplash
But here’s where Pepsi saved itself from a full-on PR implosion: they acted fast.
Within 24 hours of the backlash catching fire, Pepsi pulled the ad, issued a clear public apology, and did not try to explain it away. They owned the tone-deaf misstep and moved on.
Did the ad leave a bitter taste in everyone’s mouth? Yes. But do you still hear people disliking Pepsi or not drinking it because of that ad? No.
Navigating Crisis Communication for PR Professionals
According to PRSA, no single plan or strategy fits every situation when it comes to crisis communication (Crisis Communication Strategy). Crises vary in size, severity, and sensitivity—and good communication and PR must be ready to react accordingly.
Image: Unsplash
It is also extremely important that while in a crisis and trying to get ahead of the narrative that PR professionals keep ethical practices so that more backlash does not occur. Anything you release during a crisis should be “honest and contain relevant facts” to the situation at hand (Hasherj, D. (n.d.) p. 49).
Although we hope that crisis never happens in our careers, knowing the steps to protect your brand from downfall is essential for PR professionals.
References:
Crisis Communication Strategy: One Size Does Not Fit All. (n.d.). Retrieved April 24, 2025, from Prsa.org website: https://connect.prsa.org/blogs/deborah-hileman/2018/03/23/crisis-communication-strategy-one-size-does-not-fi
Evans, N., & Nattrass, J. J. (2017, April 5). Read Pepsi’s full apology after they pull controversial Kendall Jenner ad following fierce backlash. Sunday Mirror. Retrieved from http://www.mirror.co.uk/3am/celebrity-news/read-pepsis-full-apology-after-10168517
Forbes Agency Council. (2017, June 20). 13 Golden Rules Of PR Crisis Management. Retrieved April 24, 2025, from Forbes website: https://www.forbes.com/sites/forbesagencycouncil/2017/06/20/13-golden-rules-of-pr-crisis-management/#791714d21bcf
Hasherj, D. (n.d.). Public relations, principles, origins, and practices (VBID: 844161A). Cognella Custom TB. Retrieved from https://macmillan.vitalsource.com/reader/books/844161A
Unsplash. (n.d.). Crisis Communication Pictures. Retrieved April 24, 2025, from Unsplash.com website: https://unsplash.com/s/photos/crisis-communication
Unsplash. (n.d.). Pepsi. Retrieved April 24, 2025, from Unsplash.com website: https://unsplash.com/s/photos/pepsi
