A Perspective on Crisis PR: How Marketers Can Weather the Storm

With Crisis Management Expert Evan Nierman

You’ve described crisis as something organizations can anticipate rather than just react to. In today’s hyper-polarized political climate, what are the most common crisis scenarios you see brands facing, and how should they prepare?

The most common crises today stem from social media backlash, executive missteps, and pressure to take a stand on hot-button issues like race, gender, or global politics. Brands often struggle not because the moment is unexpected, but because they haven’t prepared for it. The key is to anticipate what could go wrong and build a playbook in advance. That includes scenario planning, real-time monitoring of online sentiment, and internal protocols that empower a well-trained crisis team to respond quickly. We do this for our clients every day. Crisis management isn’t about scrambling; rather being ready in advance and executing during times of high stress to protect reputation and revenue.

Red Banyan has been one of the pioneers of crisis PR training.  Each year, more organization approach us to enlist our help preparing plans, training their executives and carrying out tabletop exercises and crisis simulations.

With consumer activism on the rise, how can companies distinguish between warranted criticism and a social media-driven pile-on? What’s your advice to marketers trying to craft an appropriate response?

Warranted criticism is usually specific, constructive, and tied to verifiable facts, while social media pile-ons tend to be emotional, vague, and often fueled by misinformation. Companies should evaluate the source, volume, and nature of complaints before reacting. My advice: don’t panic, investigate quickly, stay fact-based, and respond proportionally. Acknowledging genuine concerns, correcting falsehoods, and staying aligned with your brand’s values earns trust, while being silent or overreacting can lose it. A clear, measured response that reflects both empathy and truth is the best path forward.

In the United States, we’re seeing brands retreating from political activism and having to navigate between opposing consumer demands. Is neutrality advisable or equally costly? What do you think is the way forward in this environment?

Neutrality can seem like the safest option, but in many cases, it is interpreted as avoidance. That does not mean every hot-button issue deserves a public statement. Brands should only speak out on matters that clearly align with their identity and values. When and if a company takes a stand, it must do so with clarity, purpose, and the willingness to back it with real action. Consumers are quick to recognize performative gestures and often punish them more harshly than silence. The most credible brands are those that know who they are and act accordingly, regardless of pressure. The key is consistency.

Brands should only speak out on matters that clearly align with their identity and values.

Boycotts and backlash can have immediate financial impacts, but what are the long-term reputational effects you’ve observed for brands that weather a major controversy?

The long-term effects depend entirely on how the brand handles the moment. Companies that respond with transparency and accountability often rebuild stronger reputations, earning respect for how they managed pressure. In contrast, those that appear dishonest, inconsistent, or performative tend to suffer lasting damage to public trust and customer loyalty. When a crisis is handled poorly, brands risk everything from long-term boycotts, sustained reputational decline, loss of key partnerships, employee attrition, falling share prices, or even the collapse of the business altogether. The consequences are real and enduring, and they often extend far beyond the news cycle.

You’ve worked on high-profile cases where stealth and discretion were paramount. Can you share a lesson about “invisible wins” in crisis PR—where the best outcome is that no one ever knows there was a crisis?

Invisible wins are the gold standard in crisis PR, when you’ve neutralized a threat before it hits the headlines. In one case, a high-profile client was hours away from being publicly named in a damaging lawsuit that would have triggered massive media coverage. Our team stepped in, coordinated directly with opposing counsel, and negotiated a resolution that kept the client out of the filing entirely. We then worked with the court and media contacts to ensure the story never gained traction: no headlines, no online speculation, and no reputational fallout. In this field, silence is often the strongest proof that you did your job right. We want to get the best possible outcome for clients, which often means staying out of the media.

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How do you see the responsibilities of marketers evolving in this era of instant outrage and viral controversies? What qualities make a brand effective in steering through public storms?

The role of marketers has shifted from promotion to also include protection. In today’s climate, they need to think like crisis communicators, anticipating backlash, navigating complex cultural terrain, and protecting brand credibility in real-time. The most effective brands are grounded in strong values, supported by decisive leadership, and able to speak with a clear and consistent voice. Instead of chasing trends or trying to please every audience, they stay anchored in purpose and lead with intention. What builds loyalty now is the ability to communicate with transparency, empathy, and credibility under pressure. Crisis PR firms like ours work in close partnership with other marketing agencies since the goal is rapidly navigating crises and getting back to helping clients build their brands.

What’s a common misconception about crisis management that you wish more business leaders understood before they’re in the hot seat?

A major misconception is that crisis management is just spin or slick messaging to cover up the truth, which couldn’t be further from reality. True crisis management is rooted in transparency and trust building by confronting problems head-on, not masking or hiding them. Spin is a short-term fix; crisis management is a long-term discipline that protects reputations through honesty and action. Red Banyan describes this approach as “press the truth.” It has cemented our reputation, as well as our clients’, and makes us a trusted partner for clients and trusted source for journalists.

You’ve written about “cancel vultures.” What are some red flags that a controversy is about to spiral, and how can individuals or brands get ahead of the narrative?

Red flags can include everything from a sudden spike in online outrage, media inquiries, viral hashtags, drop in share price and more, especially when misinformation is spreading fast. When emotion outweighs facts and trolls start doxxing or demanding firings, you’re in cancel territory. The best way to get ahead of a controversy is to act quickly and anchor your response in facts, taking control of the narrative before others have the chance to distort it. When a brand goes silent, it creates space for speculation, outrage, and misinformation to spread unchecked. Rather than retreat, it is essential to remain visible, stay composed, and communicate in a way that reflects both clarity and control. Having a crisis PR firm vetted and already in your corner and familiar with your organization provides a huge advantage.

The best way to get ahead of a controversy is to act quickly and anchor your response in facts.

Drawing from your own career history and your journey to founding Red Banyan, what personal experiences most shaped your approach to reputation management?

My early work in Washington taught me the power of messaging in high-stakes environments, where every word mattered and timing was critical. Later, representing a fast-growing startup and handling media on a global stage showed me how quickly reputations can rise or fall. But it was founding Red Banyan and seeing real people’s lives upended by crises that solidified my belief: facts, speed, and empathy are everything. I’ve learned that reputation is a living asset, and you can’t fake your way through a firestorm. The goal isn’t just to survive a crisis but to come out stronger, and that objective and mindset shapes everything we do.

Outside of your professional life, you’re a soccer fan and community volunteer. How do your passions and family life inform your work in crisis PR?

Soccer has played a steady role in my life, and it shaped how I approach high-pressure situations. The game teaches you to think strategically, adjust quickly, and stay composed even when momentum shifts, all of which directly applies to my work.

Volunteering helps reminds me that impact is not always about being in the spotlight: some of the most meaningful results happen quietly, behind the scenes, which also mirrors much of what crisis management requires.

Being a father gives me perspective. It reminds me that reputation is not just something professional, but also deeply personal. When that is threatened the effects can ripple into every part of someone’s life. That understanding keeps me grounded and reinforces why I bring clarity, empathy, and integrity into every situation my team and I handle. I hope that my kids have seen firsthand that people deserve to be treated with dignity, and that those who make mistakes should have the opportunity to learn from them and be redeemed as opposed to permanently punished.

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About Evan Nierman