When a Brand Misfires: How to Respond Before the Backlash Becomes the Story

Renuka Naj
Aug 1, 2025
2 min read

Managing a Brand Crisis

When a brand missteps in public, the damage can feel instant and irreversible. But not if you know how to move with strategy, empathy, and authority.

So let’s say you’re managing a fallout like the recent American Eagle ad crisis. Here’s how a top-tier PR manager would handle it—Krosskeys style.

Step 1: Get the Facts Before the Fire Spreads

Speed matters. But rushing without understanding the full scope of the damage? That’s reckless. The first move is to assemble your war room—Legal, Marketing, Comms, and the CEO. Analyze:

What exactly went wrong with the ad?
Who approved it, and how did it reach the public?
What communities or values were impacted?

You can’t fix what you don’t fully face.

Step 2: Own the Narrative—Before It Owns You

Silence is an answer, and in the age of social media, it’s usually the wrong one.

Within hours, issue a first-response statement that is direct, accountable, and authentic. Avoid corporate jargon or empty apologies. Say it plainly:

“We regret the oversight in our recent campaign. It missed the mark, and we hear those who are hurt and outraged.”

Follow it with a video from leadership—low-production, honest, and unscripted. People don’t want perfection. They want truth.

Step 3: Center the Right Voices

Now’s the time to listen—strategically.

Engage directly with affected communities. Bring in trusted advocates.
Talk to your employees. They’re your internal influencers.
Brief your partners and influencers. If they’re confused or blindsided, the ripple effect could be worse than the initial error.

Being quiet doesn’t protect your brand. Smart listening does.

Step 4: Show the Receipts

Words mean little without action.

Commit to a third-party review of your ad process.
Build a content ethics council that includes external voices.
Announce a transparency timeline and stick to it.

You can’t spin your way out. But you can lead your way forward.

Step 5: Rebuild the Story—With Purpose

Once the dust settles, don’t retreat—reframe.

Launch a campaign that authentically responds to the moment. Amplify underrepresented creators. Partner with diovers organizations . Don’t just fix the old narrative—write a better one. And yes, make sure it aligns with your internal culture too. Brand trust is earned in public—but it’s built in private.

Step 6: Stay Visible, Not Defensive

Don’t flood the zone with apologies. Instead:

Share progress updates at meaningful intervals.
Let impacted communities tell their stories on your platform.
Give your leaders messaging that blends consistency with real human tone.

You can’t script sincerity. But you can prepare for it.

The Final Move: Quiet Power

A closed-door roundtable with activists, journalists, and community leaders. No press. Just honest listening. Then quietly let it be known that it happened.

That’s not PR spin. That’s strategic humility—and it builds real credibility.

In Closing

Crises test your values and your voice. Brand resilience isn’t just about bouncing back—it’s about coming back better. If your organization needs help navigating moments like these, Krosskeys is ready to be your fixer.

Need help preparing your crisis playbook before you need it?Contact Krosskeys Communications for strategic PR rooted in truth, trust, and tactical brilliance.