The Myth of ‘Any PR is Good PR’: Navigating Crisis in the Digital Age

The old adage, “any PR is good PR,” is a relic of a bygone era. In today’s hyper-connected, instantly reactive digital landscape, this notion is not just outdated; it’s dangerous. While a crisis might indeed thrust a previously unknown company into the spotlight, the accompanying “awareness” is often a toxic cocktail of reputational damage, public outrage, and long-term consequences that far outweigh any fleeting recognition.

Consider the recent situation involving the CEO of Astronomer. Before the widespread media attention surrounding the issues he’s currently navigating, many people had no idea who Astronomer was. Now, they certainly do. They know there’s a company called Astronomer, but at what cost? The “awareness” comes with immense collateral damage: shattered reputations, a torrent of angry comments across social media platforms, and individuals hurling insults not just at the CEO, but at other employees who bear no direct responsibility for the crisis. Internally, one can easily suspect board meetings are dominated by calls for leadership removal, and employee morale is likely taking a significant hit.

The repercussions of such events are immediate and severe. The true test for any company when something profoundly negative and damaging erupts in the media or on social platforms isn’t just surviving the initial storm, but how strategically and effectively they respond.


When Crisis Hits: What Do You Do?
Here are essential tips for navigating a PR crisis in the digital age:

1. Don’t Just Sit Back and Do Nothing: This is, unequivocally, the worst possible action. Silence in a crisis is often interpreted as guilt, indifference, or incompetence. A swift, initial response, even if it’s just an acknowledgment that you are aware of the situation and are investigating, can help settle public anxiety and curb rampant speculation and insinuation. Speed is paramount in the digital news cycle.

2. Begin a Strategic Content Burial: Once the initial response is out, you need a proactive strategy to push out more positive, relevant content. This isn’t about ignoring the crisis, but about gradually shifting the narrative and ensuring that when people search for your company, they encounter more than just the negative headlines. This won’t be easy, and it requires steadfastness and holding the course, but consistent, valuable content can slowly rebuild trust and reshape perception.

3. Own the Narrative, Don’t Let It Own You: Be transparent and take accountability where appropriate. A sincere apology, if warranted, can go a long way. Avoid defensiveness or blame-shifting. Clearly communicate the steps you are taking to address the issue, rectify wrongs, and prevent future occurrences. This demonstrates leadership and a commitment to resolution.

4. Engage Thoughtfully, Not Reactively, on Social Media: While rapid response is crucial, every social media interaction must be strategic. Do not engage in arguments or feed trolls. Address legitimate concerns with empathy and direct people to official statements or dedicated channels for more information. Monitor sentiment closely and understand that not every comment requires a public reply. Sometimes, a private message or simply observing is the more strategic choice.

5. Prioritize Internal Communications: Your employees are your most vital ambassadors, and they are often the first to face public scrutiny. Provide them with clear, consistent, and timely information. Equip them with talking points and support resources. Ensuring they feel informed and supported will prevent internal panic, maintain morale, and enable them to respond appropriately to external inquiries.

The “any PR is good PR” philosophy is a dangerous relic. In today’s transparent world, a crisis is not an opportunity for free publicity, but a severe test of an organization’s values, leadership, and resilience. How a company responds in its darkest hour will define its reputation for years to come.