5 PR Disasters and What They Can Teach Us About Crisis Management

It seems like every other day there's a new company making headlines for all the wrong reasons. Whether it's a data breach, a product recall, or an insensitive social media post, PR disasters can strike any business, big or small. But what can we learn from these mishaps? Quite a bit, actually!

Let's dive into 5 recent PR disasters and distil some key lessons to help you navigate any crisis that comes your way.

1. Ticketmaster's Data Breach Fiasco

Remember when Ticketmaster was hit by a massive data breach? Hackers from the notorious group ShinyHunters got their hands on the personal information of millions of customers¹. This included names, email addresses, phone numbers, and even some encrypted payment information². Now, you might think the biggest mistake was the breach itself, but it was actually their response (or lack thereof) that turned this into a PR nightmare.

Instead of taking immediate action and being transparent with their customers, Ticketmaster went radio silent, fuelling anxiety and eroding public trust¹. To make matters worse, they didn't confirm or deny the breach for an extended period, leaving customers in the dark and wondering if their data was at risk¹.

However, Ticketmaster did eventually take some positive steps. They shut down the affected systems, notified customers, and worked with cybersecurity experts to investigate the breach³. But the damage was already done. Their delayed response only served to amplify the negative impact on their reputation.

Key takeaway:

When a crisis hits, don't bury your head in the sand. Communicate clearly and promptly with your customers. Honesty and transparency are your best allies.

2. Quaker Oats' Salmonella Scare

Who doesn't love a bowl of Quaker Oats in the morning? Well, maybe not after their 2023 salmonella scare. Quaker Canada had to recall a whopping 38 varieties of granola bars and cereals due to potential contamination¹. Turns out, there may have been a problem at their Illinois plant for years, with Salmonella potentially present since 2020⁴!

While Quaker Oats did issue a recall, the FDA wasn't entirely happy with their response⁶. They pointed out that Quaker's corrective actions, which mainly focused on cleaning and sanitizing, didn't really address the root cause of the contamination⁷. This failure to take more comprehensive action ultimately led to a class action lawsuit alleging deceptive marketing and labelling practices⁸. The recall also had a significant financial impact on Quaker Oats, resulting in a 5% reduction in sales and a 2% drop in revenue⁹.

Key takeaway:

When dealing with a product recall, take swift action and address the underlying issue. A band-aid solution won't cut it. Take responsibility, be transparent about the problem, and outline the steps you're taking to rectify the situation.

3. Bud Light's Influencer Backlash

In April 2023, Bud Light decided to partner with transgender influencer Dylan Mulvaney for a marketing campaign¹⁰. While some applauded the move for promoting inclusivity, others weren't so happy. In fact, the backlash from certain groups was so strong that Bud Light faced a boycott that actually worked. Sales plummeted, their stock was downgraded, and they even had to lay off hundreds of employees¹⁰.

Bud Light's response? They issued an apology and distanced themselves from Mulvaney¹⁰. This didn't exactly quell the storm, with many criticising them for not standing by their campaign and alienating both sides of the issue. This incident highlights the complexities of navigating social and political controversies, where even well-intentioned campaigns can spark unexpected and damaging backlash.

Key takeaway:

Know your audience and anticipate potential reactions. While inclusivity is important, it's crucial to understand how your message might be perceived by different groups and have a plan in place to address potential controversies. If you do face backlash, consider the long-term implications of your response and whether it aligns with your company values.

4. The British Museum's Meme Mishap

Even museums aren't immune to PR blunders. The British Museum found itself in hot water over a meme it posted on social media¹¹. The meme, which was intended to be a lighthearted take on “mansplaining”, was perceived as offensive and misogynistic by many¹¹.

Initially, the museum defended the post in the comments section, claiming it wasn't suggesting women "need to look for dates or pretend to be stupid."¹¹ However, as the backlash intensified, they deleted the meme from Instagram and TikTok and issued an official apology for their misstep¹¹.

Key takeaway:

Don't underestimate the power of social media. Before posting anything, think about how it might be interpreted by your audience. If you make a mistake, own up to it, apologise sincerely, and learn from it.

5. United Airlines' Passenger Removal Incident

This one's a classic example of how not to handle a PR crisis. Back in 2017, a video of a passenger being forcibly dragged off a United Airlines flight went viral¹¹. The incident, where the passenger was visibly injured, sparked outrage and severely damaged the airline's reputation.

United's initial response was disastrous. First, they denied any responsibility, apologising only for having to "re-accommodate" passengers¹¹. Then, in a leaked memo, they called the passenger "disruptive and belligerent"¹¹. Following this, CEO Oscar Munoz sent an email blaming the victim¹¹. It was only after intense public pressure and a significant drop in their stock price that United finally issued a proper apology and took steps to address the situation¹¹.

Key takeaway:

When dealing with a crisis, especially one involving customer mistreatment, empathy is crucial. Take responsibility for your actions, apologise sincerely, and show that you're committed to making things right.

Turning Disasters into Learning Opportunities: A Crisis Management Guide

The United Airlines incident, like the others discussed, underscores the importance of a well-defined crisis management strategy. These PR disasters, while varied in nature, reveal a common thread: a delayed or inadequate response can significantly exacerbate a crisis and erode public trust. This is clearly seen in the Ticketmaster and United Airlines cases, where their initial silence or attempts to deflect blame only intensified the negative attention¹.

So, what can we learn from these mishaps? Here's a quick guide to help you navigate any crisis:

• Be Prepared: Have a crisis management plan in place before anything happens. This should include designated spokespeople, communication protocols, and key messages.
• Act Fast: The quicker you respond to a crisis, the better. Don't wait for the situation to escalate. As we saw with Ticketmaster, a slow response can be detrimental.
• Be Transparent: Honesty is the best policy. Be upfront about what happened, like Quaker Oats eventually did with their contamination issue, and what you're doing to address it.
• Communicate Clearly: Keep your stakeholders informed through regular updates and clear messaging.
• Show Empathy: If your crisis involves customer mistreatment, show that you understand their concerns and are committed to making things right, as United Airlines ultimately learned to do.
• Learn from Your Mistakes: Every crisis is a learning opportunity. Analyse what went wrong, identify areas for improvement, and update your crisis management plan accordingly.

By following these guidelines and learning from the mistakes of others, you can turn a potential PR disaster into a chance to build trust and strengthen your brand's reputation.

References

1. The PR Disasters that Shaped 2024 (So Far...) - News By Wire, accessed on December 13, 2024, https://newsbywire.com/the-pr-disasters-that-shaped-2024/
2. Ticketmaster Data Hack Update: What Does it Mean for Millions of Customers - Newsweek, accessed on December 13, 2024, https://www.newsweek.com/ticketmaster-data-breach-hack-risk-1920166
3. Ticketmaster Breach: A Deep Dive into the May 2024 Cyberattack and the History of the Alleged Hackers - Framework Security, accessed on December 13, 2024, https://www.frameworksec.com/post/ticketmaster-breach-a-deep-dive-into-the-may-2024-cyberattack-and-the-history-of-the-alleged-hackers
4. Quaker Oats expands December product recall over Salmonella contamination, accessed on December 13, 2024, https://www.foodsafetynews.com/2024/01/quacker-oats-expands-december-product-recall-over-salmonella-contamination/
5. FDA says Quaker Oats salmonella contamination went back years - Top Class Actions, accessed on December 13, 2024, https://topclassactions.com/lawsuit-settlements/lawsuit-news/pepsico-class-action-lawsuit-and-settlement-news/fda-says-quaker-oats-salmonella-contamination-went-back-years/
6. FDA warning letter reveals troublesome history of Salmonella in Quaker Oats facility years before massive recall | Food Safety News, accessed on December 13, 2024, https://www.foodsafetynews.com/2024/07/fda-warning-letter-reveals-troublesome-history-of-salmonella-in-quaker-oats-facility-years-before-massive-recall/
7. Troubling History of Salmonella in Quaker Oats Facility Leads to Massive Recall, accessed on December 13, 2024, https://www.yourlawyer.com/article/troubling-history-of-salmonella-in-quaker-oats-facility-leads-to-massive-recall/
8. Quaker Oats Class Action Claims Company Sold Salmonella-Tainted Products - Milberg, accessed on December 13, 2024, https://milberg.com/news/quaker-oats-salmonella-class-action/
9. Quaker Oats to Close Plant Tied to Salmonella Recalls - Food Poisoning News, accessed on December 13, 2024, https://www.foodpoisoningnews.com/quaker-oats-to-close-plant-tied-to-salmonella-recalls/
10. The Biggest PR Disasters of 2023 – Denver Public Relations Blog, accessed on December 13, 2024, https://denverprblog.com/2023/12/15/the-biggest-pr-disasters-of-2023/
11. 15 Social Media Crisis Examples to Learn From in 2025 - Talkwalker, accessed on December 13, 2024, https://www.talkwalker.com/blog/social-media-crisis-examples