Best and Worst Ways Companies Handled Crises in 2023

By Thomas Mustac, Publicist — OtterPR

In some of the many communications crises that erupted throughout 2023, the relevant entities handled themselves effectively, while in others, not so much. Reviewing these incidents can be instructive for anyone who wants to be ready in case a scandal pops up for their own company or organization.

The most ineffective approaches for handling crises

In 2023, many companies flubbed their responses to communications crises by trying to ignore the issues or deny them, which ultimately led to a loss of credibility, while others demonstrated poor communication that caused confusion or even panic. For those who procrastinated or displayed indecisiveness, the crisis only worsened. Many succumbed to the temptation of blaming others and ended up looking shrill, divisive, and unproductive instead. Others failed to learn from their mistakes.

Prince Harry and Meghan Markle’s communications over the last year present an interesting example. The couple’s Netflix documentary and Prince Harry’s autobiography “Spare” leveled accusations at other members of the royal family for unsavory past events. Much of the public disliked the couple’s tone and returned vitriol with vitriol, causing Harry and Meghan’s approval rankings to tank. Only after a period of relative quiet have their numbers started to return.

The takeaway? If things go wrong, own your own role in contributing to events and adopt a future-oriented problem-solving posture. Blaming others for everything risks calling scorn down on your own head.

The best approaches for handling crises

Plenty of companies rose to the challenge, responding to their communications crises in shrewd ways that limited the damage and enabled them to reverse course quickly. These brands’ prompt and effective responses showed that they had prepared and planned for the possibility of a communications crisis. Their contingency plans enabled them to take swift action to prevent problems from escalating.

These companies also exhibited transparent communication, keeping the public as fully informed as possible, which helped manage uncertainty and foster trust. In addition, they demonstrated adaptability and flexibility, learning from their mistakes and adjusting their strategies to fit the evolving situation.

One of my favorite examples of adept crisis management comes from Oatly, a Swedish oat milk business. The company launched an audacious website that uses its kerfluffles to poke fun at itself while showing how much they’ve learned from their mistakes.

For instance, when Oatly’s vegan customers learned the company was selling oat residue to pig farmers as feed, thereby contributing to the meat industry, a boycott ensued. While the company’s intention had been good — it’s better to use nutrient-rich byproducts in some way rather than toss them into the landfill — they realized they risked losing customers by persisting with this program. 

Oatly then got to work, figuring out what else they could do with their oat residue. In consequence, they are currently developing new products around these by-products.

In this way, Oatly used humor to turn a crisis around by showing a willingness to be transparent, listen to their customers, and do better. This is a perfect example of how companies can show the public they understand, admit their mistakes, and accept their own imperfections with a healthy growth mindset.

Prepare yourself to respond best

Communications crises can happen to any brand or individual in the normal course of doing business. By reviewing the principles of good and bad crisis management, however, you can prepare yourself to respond best. In short, be an Oatly, not a Harry.

— Thomas Mustac is OtterPR's medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.