Marketing is a double-edged sword. Done right, it can turn your product or service into a household name.
But if you get it wrong, it can spell the end of your brand.
Thus, every brand should strive to create relevant content that’s also mindful of evolving social norms. However, this is easier said than done, especially since it’s hard to anticipate how the target audience will respond to your message—until it’s too late.
Fortunately, it’s not the end of the world if things go wrong.
Let’s take a look at some of the biggest blunders from the world’s biggest brands – and how they turned things around.
Why Every Brand is Vulnerable to PR Backlash
No brand, no matter how established or beloved, is immune to public relations backlash, especially in the age of social media.
Here are some examples.
Pepsi’s 2017 Ad Featuring Kendall Jenner
In 2017, Pepsi released its “Live for Now” ad, showing Kendall Jenner handing a soda to a smiling officer during a protest. Though the ad aimed to send a positive message, many saw it differently.
Critics called it tone-deaf, saying it made light of real activism—especially the Black Lives Matter movement. The backlash was so strong that Pepsi apologized and pulled the ad within 24 hours.
Balenciaga’s 2022 Campaign Controversy
Even luxury brands can face a major PR disaster. In 2022, Balenciaga sparked outrage over an ad campaign showing children holding teddy bears dressed in leather and studs.
The campaign was meant to promote new Gift Shop items, but many found it inappropriate and accused the brand of exposing children to fetish-themed imagery better suited for adults. The backlash was global, with fashion influencers, celebrities, and consumers calling for a boycott.
Mistakes Are Inevitable—But So Is The Chance to Recover
The real-life examples above show that public relations disasters can be severe, especially in today’s cancel culture or the collective practice of withdrawing support from brands after they do something offensive (even unintentionally).
What sets resilient brands apart is how they respond – and do their marketing. With the right crisis communication strategy, backlash can become an opportunity for growth.
Here’s how.
Step 1: Acknowledge the Crisis Immediately.
Pepsi and Balenciaga knew that issuing a public apology immediately was the right move.
When things go wrong in your marketing campaign, the first step is to acknowledge your missteps, not defend your actions.
The longer you stay silent, the more room you leave for outrage, misinformation, and speculation. This is especially true in the age of social media, where one negative post can reach millions within hours.
Acknowledgment vs. Full Apology
Staying silent often comes across as guilt, indifference, or arrogance. That’s why it’s important to pick the appropriate corporate crisis response through:
- Acknowledgment – This is the first step. It means releasing a clear, factual statement that shows you’re aware of the issue and plan to act on it.
- Full Apology – Once you’ve acknowledged the problem, you can issue a full apology. Skipping the first step can make your apology seem incomplete, insincere, or even wrong if it doesn’t fully reflect what happened.
Internal Alignment: Briefing Your Teams Before Going Public
Make sure your team is aligned before you release any statement. This prevents confusion and will also pave the way for a more cohesive response moving forward.
Here are some examples of brand statements that got it right – those that missed the mark:
- Brands that Got It Right
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- Starbucks faced a scandal after a viral video showed two African-American men being arrested for “trespassing” while simply waiting for a friend at a Philadelphia store.
The backlash led Starbucks to release a statement and to close 8,000 stores for racial bias training. They also provided employees with clear talking points to handle customer and media questions.
- Starbucks faced a scandal after a viral video showed two African-American men being arrested for “trespassing” while simply waiting for a friend at a Philadelphia store.
- Brands That Failed
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- In 2017, United Airlines faced backlash after forcing four paying passengers off a flight to make room for employees.
The airline apologized publicly, but a leaked internal memo showed the CEO praising staff for following procedure. The mixed messages led to even more criticism.
- In 2017, United Airlines faced backlash after forcing four paying passengers off a flight to make room for employees.
Step 2: Own the Mistake Without Defensiveness
A public apology isn’t enough, you have to mean it. The next step is to take full responsibility. Own your mistakes clearly and sincerely. If you downplay the issue, make excuses, or blame others, the backlash could get even worse.
This is important since:
- It shows your brand takes responsibility; and
- It positions you as part of the solution.
Studies show that customers are more likely to forgive brands that admit their mistakes, rather than those that deny or ignore the problem.
Use the CEO or Founder’s Voice, If Possible
When companies issue public apologies, they usually don’t come from the employee involved. Instead, they come directly from the highest authority, such as the CEO or company owner.
This is because an apology from the top carries more emotional weight. It humanizes the brand, and audiences are more likely to believe the issue is being taken seriously at the highest level.
For instance, a company CEO might say, “We recognize that our recent actions caused confusion and distress. That was never our intention, and we take full responsibility for the impact.”
This statement works because it:
- Focuses on acknowledging the harm caused;
- Expresses empathy and validate the public’s reaction; and
- Uses neutral, action-oriented language.
Step 3: Open the Feedback Channels
It can be tempting to deactivate your accounts, turn off comments, or ignore questions during a PR crisis. But this is actually one of the worst things you can do.
Transparency in crisis doesn’t end with making a statement. It also means remaining responsive and open to suggestions on how to improve and move forward from the issue:
- Keep Comments Sections Open – Allow discussion, but prohibit hate speech or abuse. Healthy conversations can humanize your brand and give you a chance to listen and respond with care.
- Set Up Dedicated Support Lines –You can also set up forms or a special email for feedback. This helps manage high volumes of messages and lets you respond personally, without filling your other posts with complaints or hate.
Monitor Sentiment Using Social Listening Tools
Social listening tools like Brandwatch, Sprout Social, or Metlwater allow brands to track sentiment, keyword spikes, and brand mentions.
These can also track patterns like:
- What are people angry about?
- Are certain influencers or communities leading the backlash?
- Has the narrative shifted since your public statement?
While not every comment deserves a reply, it’s also important to know when you should respond. For instance, you have to reply when:
- Misinformation is spreading;
- Someone asks a reasonable question about the issue; or
- Someone shares a personal story.
Responses like, “Thank you for raising this. We understand your concern and are committed to learning from this. Right now, we’re… [insert your efforts],” can help set public expectations and show that your brand is taking responsibility and listening to feedback.
Step 4: Take Visible Action and Communicate the Fix
Accountability means nothing without action.
To restore public trust, your brand must implement real change and make it known, just like Starbucks’ racial bias training. Here’s how to do it:
- Policy Changes – Update your rules, processes, or staff training based on where the problem started.
- Product Adjustments – If the backlash was due to a defective product, remove it from shelves, improve its quality, or consider changing suppliers.
- Change Leadership – Some companies replace executives involved in the issue or reorganize teams to prevent it from happening again and to make sure every department reflects the brand’s values.
Share Progress Updates Publicly Over Time
Since the problem is public, the solution should be too. One brand apology strategy or press release isn’t enough, your audience needs to see real action.
That’s why you should:
- Explain what you’re doing and when;
- Share updates like finishing staff training or launching a new policy;
- Give clear numbers (e.g., 80% of staff finished training); and
- Be honest if some changes take more time.
You should communicate these actions across different channels such as press releases, social media, email newsletters, and blogs or website posts.
By showing you’re taking action, your brand can turn a PR crisis management into a chance to grow and make it easier for people to accept your apology.
Step 5: Rebuild Brand Trust Gradually
Many brands try to cover up their issues with follow-up posts, viral campaigns, or even a flashy rebrand. Word of advice: don’t.
Regaining public trust takes time. You can’t hide it, buy it with ads, or fake it with clever words. You earn it slowly, through consistent and honest actions. Fortunately, you don’t have to do it alone.
Brands often turn to third parties to confirm the changes they’ve made. Here are some examples:
- Customer Testimonials – Feature stories from people who have seen your brand improve, especially those directly affected by the issue.
- Authentic Influencer Support – Partner with creators who genuinely share your updated values to show your brand’s real commitment to change.
- Expert Endorsements – You can also invite trusted experts, like sustainability consultants, to support and validate your changes.
Focus on Small Wins and Quiet Leadership
It can be challenging to re-engage with the public after a PR disaster.
However, you should maintain your brand presence — just shift the focus from big announcements or wins to:
- Share simple stories of your team living your values;
- Highlight employees and customers; and
- Show how your brand is helping the community.
People can easily spot a PR “makeover.” So skip the flashy ads and dramatic lines like “we’re back” or “better than ever.”
Instead, keep your message real, show what your brand is doing, and accept that rebuilding trust takes time.
Step 6: Learn from the Crisis to Prevent the Next One
Customers may forgive a brand once – but if it happens again, or a third time, earning back trust becomes much harder, or even impossible. But while you can’t always stop the next crisis, you can prepare for it to make sure it does less damage.
Start by doing an internal review and documenting everything. Make it honest, thorough, and a team effort. Be sure to include:
- Timeline of events;
- What worked and what didn’t;
- How your internal and external messages performed;
- Who was affected and how; and
- What policies, behaviors, or systems failed to prevent the issue.
Train Teams in Crisis Communication Scenarios
Once you’ve gathered the details, involve your whole team. Great brands don’t just hope to avoid a crisis, they prepare for it and train in case it happens again.
So, you should run crisis drills (including social media crisis handling for relevant teams) with different departments, such as:
- Marketing and PR Team – For clear messaging;
- Legal Team – To check risks and limits;
- Customer Service – To answer customer questions; and
- Executives and Spokespeople – For public statements and interviews.
These drills should cover scenarios like:
- When a controversial or experimental ad goes wrong;
- Product recalls;
- Data breaches
It also helps to run mock press conferences, social media replies, and teamwork drills. The goal is to avoid confusion and make sure everyone knows what to do under pressure.
FAQ: Managing PR Backlash in the U.S. Market
Here are some common questions about handling PR crises for businesses in the U.S.
#1. Should I Delete Negative Posts or Reviews?
As mentioned earlier, deleting negative posts can make your brand look defensive or like it’s hiding something. It often backfires and can lead to even more backlash and attention.
Thus, instead of deleting, you should:
- Respond calmly to valid feedback to show you’re listening,
- Admit the issue without being defensive,
- Only delete content that violates community guidelines, like hate speech, threats, or spam.
#2. Can I Sue for Defamation or Fake Backlash?
You can sue, but it’s usually not worth it. U.S. law allows defamation cases, but the bar is high, especially for brands or public figures.
Even if false claims hurt your reputation, winning is hard and the case could end up damaging your brand even more.
Therefore, it’s better to correct misinformation through public statements, FAQs, or media outreach. Let the facts defend your brand, not costly lawsuits.
#3. How Much Should I Involve Legal Counsel in Public Statements?
Your legal team should be involved to protect your brand, but don’t let them write the whole message. Overly legal statements can sound cold, unclear, or insincere.
So, it’s better if the message comes from the CEO, founder, or top manager.
Let your PR or comms team set the tone, and have your legal team on standby to review it prior to release to cover your bases.
#4. Should I Pause All Marketing During a PR Crisis?
Initially, yes.
A business-as-usual approach can seem tone-deaf or out of touch. That’s why it’s best to pause scheduled posts, ads, and promotions to give your team time to assess the situation.
If the crisis is major, such as public backlash, leadership scandals, or product recalls, it’s best to pause most marketing campaigns.
Instead, focus on messaging that shows empathy, accountability, and action, like your public apology and the steps you’re taking to address the issue.
Conclusion: A Crisis is a Test – And An Opportunity
A public relations crisis can be traumatic, but it’s not the end of your brand.
While the damage may feel overwhelming at first, what matters more is how you respond. Every brand, no matter how big or small, is vulnerable to mistakes, especially in an age where feedback can spread with just a few clicks.
However, what sets great brands apart is how they bounce back — by owning their mistakes, staying honest, and making real changes.
So when a PR crisis hits, don’t panic. Admit what went wrong, say sorry, take responsibility, and follow through with real changes. Done correctly, you can slowly rebuild trust and recover.
For more information on how (and where) to find the best marketing team to help with all of these, call us today or request a call back now.
Syrine studies law while working as a content writer. Outside of writing and studying, she tutors, plans events, and browses social media. In 2021, she published Stellar Thoughts.
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