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When Speed Backfires in Crisis Management

Speed was once the gold standard in crisis response. But recent crises have shown that speed without strategy not only fails to solve problems - it can exacerbate them.

Take United Airlines in 2017. A video capturing a passenger being forcibly removed from a flight sparked global outrage. Although the company responded quickly, the initial statement from the CEO was perceived as cold and blame-shifting. It failed to acknowledge public sentiment and only issued a proper apology after backlash had spread widely. By then, the reputational damage was already done—far beyond what a late apology could repair.

United Airlines suffered significant damage in 2017 due to a rapid response that lacked empathy toward its customers. (Source: Netflights)

Similarly, in 2017, Pepsi launched an ad featuring Kendall Jenner promoting peace and unity. However, it was widely criticized for trivializing social justice movements like Black Lives Matter. Pepsi’s response—stating the ad was intended to “bring people together in peace”- ignored the real emotional weight of the issue. The result: the ad was pulled, the brand mocked, and consumer trust eroded.

So should brands respond more slowly? Absolutely not. But a rapid response must be grounded in careful preparation and tailored messaging. A tone-deaf statement, no matter how fast, cannot replace transparency and empathy.

Modern Crisis Management: Strategy, Preparation & Empathy

In a world where information can be distorted and spread at lightning speed, “checking the box” is not enough. Modern crisis management requires a structured approach—from preparedness to real-time response to recovery.

Volkswagen is a cautionary tale. In 2015, the company admitted to using defeat devices to cheat emissions tests. While the admission came quickly, the response was fragmented: multiple executives resigned, but no clear leader emerged to guide recovery. The lack of a cohesive communication strategy led to public confusion and massive loss of trust. The final cost? Over $30 billion—plus long-term reputational harm.

Volkswagen faced a total cost of $30 billion to deal with the aftermath of its 2015 emissions scandal. (Source: Internet)

The lesson here isn’t about “apologizing fast” or “owning up early” - it’s about building a response system that is transparent, proactive, and consistent. A truly effective crisis management framework should include:

• Identifying potential risk scenarios

• Training spokespeople and internal communication routes

• Crafting tailored key messages for each stakeholder group

• Setting up real-time media and social monitoring systems

Most importantly, every response must be rooted in empathy. During a crisis, audiences don’t need a cold press release - they need to feel understood. That’s the foundation for rebuilding trust.

Post-Crisis Recovery: A Chance to Reposition

When the storm passes, what remains is not the crisis itself, but how the brand chooses to move forward. Crisis management doesn’t end with an apology—it extends into the recovery phase, where trust must be rebuilt and commitments reaffirmed.

Brands that acknowledge their mistakes and demonstrate genuine change often gain more respect. Recovery is the time to showcase structural reform, process improvements, greater transparency, or investments in community impact.

Instead of “waiting it out,” companies should proactively share their journey—truthfully and inspirationally. With the right communication, a brand can not only recover its reputation but earn deeper loyalty.

Because ultimately, the public doesn’t expect perfection. They expect a brand that owns its faults, learns, and grows from them.

AirAsia’s crisis management has become a textbook case that communication professionals continue to reference and learn from. (Source: WDD Malaysia)

AirAsia, one of Asia’s leading low-cost airlines, has become a textbook example of effective crisis communication.

Operating in a highly sensitive industry- where disruptions range from technical failures to weather events and public health crises - AirAsia has shown how a proactive, transparent, and tech-enabled approach can make all the difference.

Rather than waiting for a crisis to erupt, AirAsia invested in early warning systems, multi-platform communication channels, and real-time updates across their website, social platforms, and mobile app. This allowed them not only to manage incidents efficiently, but also to strengthen customer trust and loyalty - turning adversity into a platform for brand growth.

AirAsia’s case demonstrates how brands, especially in high-pressure industries, can harness strategy, technology, and emotion to manage crises effectively and sustainably.

Technology. Emotion. Strategy. Connected.

At GP – The Reputation Agency, we are more than just crisis responders—we are architects of lasting reputation.

We accompany brands through the full spectrum of modern crisis management:

• Forecasting & Prevention: AI-powered social listening and early warning system design

• Strategic Response: Rapid reaction frameworks with aligned messaging and brand voice

• Internal & External Communication: Spokesperson training, digital and traditional media handling

• Reputation Recovery: Post-crisis repositioning, CSR/ESG campaigns, and stakeholder engagement

GP – The Reputation Agency.

From multinational corporations to local enterprises, across industries like healthcare, education, and manufacturing - we’ve helped brands navigate crises by harmonizing technology, emotion,  and values.

In today’s world, trust is the most fragile yet vital asset. Crisis management is no longer a “PR insurance policy” - it’s a core business competency. And in this journey, brands need a partner who understands not just the tools, but the psychology, the strategy, and the long game.

Let GP – The Reputation Agency be your strategic partner - from insights to action, from crisis control to reputational transformation.

Frequently Asked Questions (FAQ)

1. What is modern crisis management in public relations?
Modern crisis management refers to the proactive, strategic approach organizations take to handle unexpected events that threaten reputation or operations. It goes beyond rapid response and emphasizes empathy, transparency, and long-term brand rebuilding.

2. Why is speed alone not enough in handling PR crises today?
Speed is critical, but insufficient if not paired with the right tone, consistency, and understanding of stakeholder emotions. A fast but tone-deaf response can do more harm than good.

3. How does social media impact modern crisis management?
Social media accelerates crisis spread, but also offers opportunities for real-time engagement and transparency. However, it requires careful monitoring and rapid, consistent communication across platforms.

4. What are the key components of an effective crisis communication strategy?
An effective strategy includes preparation, clear roles, timely updates, empathy in messaging, and channels for feedback. It must also reflect brand values and adapt to different crisis scenarios.

5. How can a brand rebuild trust after a crisis?
Rebuilding trust involves honest communication, acknowledging mistakes, taking corrective actions, and consistently delivering on promises post-crisis. Long-term brand recovery depends on genuine efforts and stakeholder engagement.