The New Rules of Crisis Response
A brand's response to a crisis can define public perception for years. In an era where misinformation spreads in seconds and consumers demand swift, transparent action, companies must navigate high-pressure moments with precision to maintain trust.
During an ADWEEK House Austin Group Chat, co-hosted with Brandwatch, a panel of industry leaders tackled this challenge head-on. They shared how brands can distinguish between fleeting online backlash and a true crisis-and, more importantly, the strategies that ensure an effective, trust-building response.
With misinformation spreading online, distinguishing between a viral controversy and a real crisis is crucial. Christina Wu, customer success director and crisis response lead at Brandwatch explained how social listening tools help brands assess crisis severity. "We use a crisis index-measuring sentiment, post velocity, and engagement-to determine whether something needs immediate action or simple monitoring."
Sean Cassidy, CEO of DKC, emphasized the importance of operational alignment during a crisis. "The best crisis management teams ensure marketing, social media, and PR are all in sync before a crisis hits," Cassidy shared. "Speed, empathy, accuracy, and transparency are critical in managing public perception."
Multiple panelists agreed that empathy should be at the center of a brand's response. Brittany Brown, director of the digital and technology division at NASA, shared how her team navigated a recent misinformation crisis when false reports claimed astronauts were stranded in space.
"I saw a viral X post that said the astronauts would lose oxygen in 43 days, which was fake news. There were 7 million people who had seen this and believed it as truth. So, I made a recommendation that we publish FAQs on our website about how the space station works, what we have on the station available to the crew, and information about this mission," Brown explained. "Within a day, 90,000 people viewed the post, 80% from Google searches. That's a good example of being present, being transparent, and educating your audiences, especially when there's misinformation out there."
A common pitfall in crisis response, according to the panelists, is issuing statements without taking meaningful action. Kim Chappell, chief brand officer at Bobbie, a fast-growing infant formula company, described how her brand pivoted during the California wildfires.
"We had a major campaign launch scheduled, but within 24 hours, we shifted focus to supporting parents affected by the fires-sponsoring any parent who was impacted by this for the remainder of their feeding journey. We didn't stop to calculate ROI. We acted. Consumers recognize real action over performative messaging," Chappell explained.
Eden Zeilo, head of marketing at Sienna Naturals, echoed this sentiment: "We saw backlash against brands that posted 'our hearts go out' statements without doing anything tangible. Consumers are looking beyond words-they expect brands to step up."
Crisis response is stronger when employees and loyal supporters are part of the conversation. Carlye Thornton, digital strategy specialist, culture and communications at Southwest Airlines explained how employee advocacy strengthens crisis response. "We empower employees with key messages so they can serve as informed brand ambassadors. Their voices often carry more weight than corporate statements."
Brown supported this point, emphasizing the power of an engaged online community. "With a social media following of more than 400 million people, we have a network that self-polices misinformation," she said. "The trust we establish daily helps when we need to correct false narratives."
With platforms like TikTok and Instagram becoming primary news sources, crisis management teams must adapt their strategies to meet audiences there. "Gen Z often turns to social media before Google for information," explained Zeilo. "Brands must be proactive in addressing misinformation directly on these platforms."
Wu reinforced the need for a digital-first approach, noting that brands no longer control their own narratives-the internet does. "Staying engaged, transparent, and action-oriented is the only way to maintain trust in an always-on digital landscape."
In the end, panelists agreed: The brands that navigate crises best don't simply react-they lead. Success comes from acting with honesty, empathy, and decisive action.
Featured Conversation Leaders
Christina Wu, Customer Success Director, Crisis Response Lead, Brandwatch
Bonin Bough, Co-Founder and Chief Strategy Officer, Group Black
Brittany Brown, Director, Digital and Technology Division, NASA
Sean Cassidy, CEO, DKC
Kim Chappell, Chief Brand Officer, Bobbie
Tiffany Kerr, CMO, Visit Austin
Garrett Krivicich, Head of Global PR, MacPaw
Will Lee, Chief Executive Officer, ADWEEK
Jen-Ai Notman, VP Marketing, Blogilates
Bruno Solari, Founder and CEO, SolComms
Carlye Thornton, Digital Strategy Specialist, Culture and Communications, Southwest Airlines
Eden Zeilo, Head of Marketing, Sienna Naturals
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