Information spreads instantly and opinions shape reputations in real time. Managing a crisis has become a critical skill for businesses. A social media crisis can break within minutes, causing damage that may take years to repair. To successfully navigate these scenarios, brands must be proactive, transparent, and swift in their response to protect and restore their reputation.

This article delves into six recent media scandals, examining each brand’s crisis management approach, the outcomes, and the best practices that can be derived.

1. Bud Light and the Dylan Mulvaney Partnership Backlash

In early 2023, Bud Light collaborated with transgender influencer Dylan Mulvaney, releasing a custom can featuring her image. The campaign led to a wave of backlash, with calls to boycott Bud Light, especially from conservative groups. The brand’s initial response was silence, followed by a vague statement intended to appease both sides. However, this response failed to address the backlash directly, leading to a prolonged controversy and a drop in sales.

Crisis Management Takeaways

• Engage with Audience Concerns Directly: Attempting to appeal to all sides can lead to dissatisfaction from everyone. Addressing audience concerns directly, rather than making broad statements, can better retain brand loyalty.
• Have a Crisis Plan for Controversial Campaigns: Particularly with sensitive topics, it’s critical to have a strategy that anticipates potential backlash and outlines clear communication strategies.

2. Balenciaga’s Controversial Holiday Campaign

In late 2022, luxury brand Balenciaga faced outrage after releasing an ad campaign featuring children holding teddy bears dressed in bondage-inspired outfits. Many consumers, as well as influencers and celebrities, condemned the campaign, alleging that it glamorized inappropriate themes. Initially, Balenciaga issued a statement apologizing and removed the campaign images. Later, they took legal action against the campaign's production team, further shifting blame.

Crisis Management Takeaways

• Take Accountability Promptly: Passing blame can come across as evasive and damage credibility. Instead, brands should take full responsibility and commit to corrective actions.
• Implement Review Processes for Sensitive Content: Ensuring multiple stages of review for potentially sensitive campaigns can prevent such issues from arising.

3. Tesla and Elon Musk’s X (Formerly Twitter) Statements

Tesla’s public perception has been heavily impacted by Elon Musk’s controversial tweets and statements on X (formerly Twitter). Musk’s tweets about political issues, unverified claims about Tesla’s production, and commentary on various global events have often led to fluctuating stock prices and public backlash. Tesla has largely remained silent on these issues, relying on Musk’s authority as CEO rather than proactive corporate crisis management.

Crisis Management Takeaways

• Maintain Clear Boundaries for Brand Representation: Brands associated with highly visible personalities should define boundaries around public statements to safeguard their reputation.
• Engage in Regular Media Training for High-Profile Executives: To manage the impact of unplanned statements, media training can help executives avoid inadvertent controversies.

4. Kylie Jenner’s Private Jet Post Amid Climate Concerns

In 2022, Kylie Jenner posted a picture on Instagram of her private jet next to her partner’s, captioned “You wanna take mine or yours?” The post was widely criticized as tone-deaf amid rising environmental awareness and climate change concerns. The backlash highlighted the perceived disconnect between celebrity lifestyles and environmental accountability. Jenner did not address the backlash, which further amplified the criticism.

Crisis Management Takeaways

• Show Responsiveness to Social Sentiment: Addressing criticism early and with empathy can reduce negative brand impact.
• Align Public Messaging with Social Responsibility: Socially conscious messaging should align with the brand's actions and the broader values of its audience.

5. Coca-Cola’s “Be Less White” Employee Training Leak

In 2021, Coca-Cola faced backlash when details of an internal diversity training program were leaked. The training session allegedly included a slide encouraging employees to “be less white.” The language used in the training was criticized for being divisive and inappropriate. Coca-Cola responded by distancing itself from the material and clarifying that the slides were part of a broader training program by a third-party provider, which they did not endorse directly.

Crisis Management Takeaways

• Review and Approve All Training Content Carefully: When partnering with third-party providers, it’s essential to review all materials to ensure alignment with company values.
• Transparency Is Key: Responding with full transparency about the origins of the content helped Coca-Cola shift some responsibility without deflecting entirely.

6. Southwest Airlines’ Holiday Travel Disruptions

During the 2022 holiday season, Southwest Airlines experienced a severe operational meltdown, canceling thousands of flights and leaving passengers stranded due to outdated scheduling software. The brand faced heavy criticism on social media, with customers sharing experiences of missed holidays, delays, and lack of communication. Southwest responded with compensation offers and a promise to upgrade its software to prevent future issues.

Crisis Management Takeaways

• Acknowledge Failures Quickly: Southwest’s transparency and compensation offers helped mitigate some damage by acknowledging the impact on its customers.
• Invest in Crisis-Prevention Infrastructure: Proactively updating systems and infrastructure can prevent crises from escalating into large-scale operational failures.

Key Principles for Effective Crisis Management

From these examples, we can extract several key principles that help brands manage crises effectively in the age of social media:

1. Address Issues Directly and Authentically

   • Ignoring or sidestepping criticism can backfire. Brands should address concerns directly and demonstrate an understanding of customer sentiments.

2. Be Transparent and Accountable

   • Avoid deflecting blame, as it can damage credibility. Taking responsibility is key to maintaining trust, even if a third party is involved.

3. Communicate Quickly and Clearly

   • Rapid responses can prevent negative sentiments from gaining traction. Whether through a social media statement or press release, timely updates help reassure stakeholders.

4. Learn and Adapt

   • Crises provide learning opportunities. For instance, Southwest’s commitment to upgrading its software reflects a proactive approach to preventing future disruptions.

5. Emphasize Social Responsibility

   • Brands today are expected to align their practices with the values of their audience. Fostering a culture of social responsibility can help brands avoid tone-deaf messaging.

6. Engage in Scenario Planning and Crisis Preparedness

   • Proactive scenario planning helps brands anticipate crises and develop communication strategies, ensuring they are better equipped to handle public relations challenges.

Building Resilience Through Preparedness

In an era where social media amplifies crises instantly, managing brand reputation requires transparency, authenticity, and preparedness. By applying these principles, brands can better protect their reputation and emerge from crises with resilience.

For a more in-depth understanding of crisis management and how to protect your brand’s reputation, consider joining The Academy of Continuing Education, where you'll gain insights and skills to prepare for and manage complex challenges in today’s fast-paced digital landscape.