5 Best Crisis Communication Case Studies and Examples

Today’s uncertain times increase the need for organizations to prepare for unexpected events. Explore these real-life examples of crisis communications case studies to protect your reputation and operations – in case fire lands on your doorstep one day! 

Every brand, no matter how big or small, will face challenges from time to time. These can range from minor issues like a typo in a marketing campaign to major crises with global implications. 

Some brands navigate these situations skillfully, while others struggle. Real-life crisis communication examples—including both best crisis communication examples and bad crisis communication examples—offer crucial insights into effective crisis communication strategies. 

Whether dealing with internal crisis communication examples or broader corporate crisis communication examples, studying case study crisis communication scenarios helps organizations develop a robust crisis communication plan that effectively responds to difficult circumstances. For internal communicators and HR leaders, the crisis communication case studies in this article serve as valuable lessons in the art and science of dealing with crises.

What is Crisis Communication?

Crisis communication involves the technologies, systems, and protocols that enable an organization to efficiently communicate during a crisis. This strategic communication function is designed to mitigate damage to the organization’s reputation by asserting control in situations that could potentially be chaotic and damaging. 

When communicators ensure consistent messaging, manage stakeholder expectations and maintain trust through transparency and prompt updates, effective crisis communication plays a critical role in mitigating damage.

How Does Internal Communications Play a Role in Crisis Communications?

In a crisis, internal communications are not just about damage control—they’re about safeguarding your organization’s most valuable asset: its people. Knowing what to do—and what to avoid—when managing an internal communications crisis can make all the difference in how your organization emerges on the other side.

As an internal communicator, your responsibilities go beyond fostering engagement and connection. You must also be prepared to respond swiftly and effectively when disaster strikes, demonstrating the importance of internal communications. Clear, consistent, and empathetic communication is essential in guiding employees through the turmoil, and ensuring that everyone understands the organization’s stance and next steps.

The insights below will help create a comprehensive crisis communication plan template to navigate crises with transparency, speed, and accountability.

Crisis Communication Best Practices

To handle crisis communications, communicators should adhere to key principles outlined in a wide-range of crisis communication case studies:

1. Stay consistent with your message: Every message should align with the organization’s overall narrative. For instance, if transparency is a priority, all internal updates should reflect this value, as seen in corporate crisis communication examples.
2. Practice what you preach: Deliver on promises. If safety measures are announced, promptly implement them to build trust—another common theme in many case study crisis communication examples.
3. Balance speed with accuracy: Timing is key in a crisis, but so is accuracy. Rather than rushing to communicate incomplete information, prioritize getting the facts right. For example, if there’s an incident affecting operations, promptly acknowledge it, but follow up with detailed, accurate information as soon as it’s available. Successful crisis communication plans balance both speed with accuracy to maintain credibility.
4. Lead with empathy: Recognize the emotional impact of a crisis on employees and tailor your communication to acknowledge their concerns. For instance, if layoffs are imminent, express understanding and support, offering resources like counseling or career transition services. Internal crisis communication examples show that addressing concerns compassionately can strengthen trust.
   

By following these principles, you can navigate crises more effectively and maintain the trust and confidence of your audiences. And, if you’re looking for more on this front, our internal communications best practices article can help. 

5 Best Crisis Communication Case Studies to Know for 2024

1. Marriott: Authentic Leadership in Times of Crisis

Authentic leadership goes beyond being just a buzzword—it’s about genuinely acting and communicating in ways that build trust and inspire loyalty. Arne Sorenson, CEO of Marriott International, exemplified this approach in a 6-minute video directed at employees, shareholders, and customers during the COVID-19 crisis. 

Following the video’s release, what exactly did Sorenson do to earn overwhelming praise? This crisis communication case study is a prime example of effective crisis communication:

Context: As the COVID-19 pandemic caused unprecedented disruptions to the travel and hospitality industry, Marriott International faced significant challenges, including drastic reductions in business, employee layoffs, and financial losses. Arne Sorenson’s video message became a key crisis communication case study by setting a benchmark for crisis communication strategies.

Analysis: Sorenson’s video was marked by its raw emotion, as he candidly acknowledged the severe impact of the pandemic on the company. He shared personal anecdotes, including his own battle with cancer, which humanized him and strengthened the message’s authenticity. As a prime example of crisis communications and effective planning, Sorenson communicated difficult decisions, such as employee layoffs, with empathy and transparency, helping to maintain trust and morale among Marriott employees.

Discussion: The video highlighted how authenticity in corporate crisis communication examples can strengthen organizational values and unity. By speaking openly about the challenges facing Marriott and his personal struggles, Sorenson connected with employees on a human level, which is often difficult to achieve in corporate communications.

Conclusion: This case study underscores the importance of transparency, emotional intelligence, and authenticity in crisis communication, providing valuable lessons for leaders in all industries.

2. Slack: Honesty is the Best Policy When Failures Occur

Effective crisis communication is about managing a message and building trust through honesty and transparency. Slack showed exactly how to do this during a service outage that left many users without access. Let’s take a look at the details behind Slack’s standout crisis management: 

Context: In February 2022, Slack, a widely used messaging platform, experienced a significant outage that left many users unable to access its services. The disruption was attributed to a configuration change that unexpectedly increased activity on the company’s database infrastructure, causing instability and downtime.

Analysis: Slack’s swift and transparent response serves as a strong crisis communication case study. The company posted updates on its status page approximately every 30 minutes, detailing its progress toward a solution and openly acknowledging any errors made during the process. Additionally, Slack used Twitter to keep users informed, using a tone that was both apologetic and sincere. This multi-channel approach ensured that users were kept in the loop throughout the five-hour disruption, demonstrating Slack’s commitment to honest and transparent communication.

Discussion: By being open about the problem, promptly sharing updates, and acknowledging their missteps, Slack reinforced its reputation as a customer-focused company. Their communication strategy aligned with best practices by being timely, transparent, and empathetic, which are essential elements in maintaining trust and credibility during a crisis. Moreover, Slack’s decision to use multiple platforms—its status page for detailed updates and Twitter for real-time communication—ensured that a wide audience was reached.

Conclusion: As one of the best crisis communication examples, Slack’s handling of the 2022 outage is a compelling case study in crisis communication. Their approach illustrates the importance of transparency, timely updates, and multi-platform engagement in managing public perception and maintaining trust during a crisis. By being forthright about the situation and openly acknowledging their errors, Slack not only managed to preserve user trust but also set a strong example for other brands on how to communicate effectively in the face of adversity.

3. Cracker Barrel: No Response is a Response

When Cracker Barrel unexpectedly found itself at the center of a social media storm over the firing of an employee, many expected the company to respond swiftly. However, Cracker Barrel opted for an unconventional crisis communication approach by letting the internet frenzy unfold without any public comment. This approach demonstrated that sometimes silence can be an effective part of a crisis management plan. 

Our next case study explores how the brand’s decision to remain quiet during a viral crisis became a surprising example of how no response can be a powerful crisis communication strategy.

Context: In February 2017, Cracker Barrel faced a crisis when a customer named Bradley Reid publicly questioned why his wife, Nanette, was fired from her retail manager position after 11 years. His post on Cracker Barrel’s corporate website went viral, and the hashtag #JusticeforBradsWife began trending across social media. The situation quickly escalated, with over 17,000 signatures on a Change.org petition, altered Yelp and Google pages, and viral content on YouTube plus other platforms mocking the brand.

Analysis: Despite the growing public outcry and media attention, Cracker Barrel chose to remain silent. The company did not issue a public response, comment on the controversy, or acknowledge the online movement. While some brands and internet users capitalized on the situation for humor or publicity, Cracker Barrel’s silence became a notable aspect of the crisis.

Discussion: Cracker Barrel’s handling of the incident challenges traditional crisis communication techniques. While this strategy defied conventional wisdom, it ultimately had minimal impact on the brand’s core customer base, showcasing that an effective crisis communication plan can sometimes involve choosing not to engage. 

Conclusion: The key takeaway for brands is that while silence carries risk, it can also prevent further escalation, especially when the crisis is fueled primarily by online chatter rather than significant operational failures or ethical breaches.

💡PRO TIP: While certain situations are better left to fizzle out on their own, some require an internal communications response and plan to strengthen customer relationships. Read our article on how internal communication impacts customer engagement to learn more.

4. Johnson & Johnson: Immediate Corrective Action Saves the Day 

In 1982, Johnson & Johnson found itself at the heart of a public health crisis. Instead of deflecting blame, the company launched an immediate, transparent response that set a new benchmark for crisis management.

This crisis communication case study is now one of the most notable examples of crisis communication. Read on to find out how the company’s approach became a model for corporate crisis response worldwide.

Context: Johnson & Johnson faced a major crisis when seven people in Chicago died after consuming Tylenol capsules laced with cyanide. Despite evidence suggesting that the tampering occurred after the product reached store shelves, the company’s handling of the situation became a benchmark for effective crisis communication examples.

Analysis: Johnson & Johnson immediately took decisive action by halting all Tylenol advertising, issuing safety warnings, and sending 450,000 messages to healthcare facilities and stakeholders. The company maintained full transparency and did not attempt to downplay the situation, even expressing regret for not switching to tamper-proof packaging sooner.

Discussion: The company’s response set a standard for crisis management, emphasizing transparency, accountability, and swift action. Johnson & Johnson’s efforts were widely praised by the media and public, helping the Tylenol brand recover and setting a precedent for how companies handle similar situations.

Conclusion: This crisis communication case study is considered one of the best examples of effective crisis management in corporate history. By prioritizing consumer safety, transparent communication, and taking immediate corrective action, the company not only reduced the impact of the crisis but also reinforced its reputation for integrity and responsibility.

5. Pepsi: Taking Responsibility Builds Trust

When Pepsi released an ad featuring Kendall Jenner, the company quickly found itself at the center of a public relations firestorm.  This crisis communication case study explores how Pepsi managed the crisis with rapid communication and what lessons can be learned from their approach.

Context: In April 2017, Pepsi launched an advertisement featuring Kendall Jenner that quickly led to controversy. The ad portrayed Jenner leaving a modeling shoot to join a protest, ultimately handing a police officer a can of Pepsi to “resolve” tensions. The ad was immediately criticized for trivializing social justice movements and co-opting serious issues to sell a product. The backlash was intense, with widespread condemnation across social media and traditional news outlets, labeling it as tone-deaf and culturally insensitive.

Analysis: Initially, Pepsi defended the campaign by describing it as a message of global unity and harmony. However, within less than 24 hours, the company shifted its stance in response to the overwhelming criticism. Pepsi pulled the ad from all platforms and issued a second statement acknowledging its mistake: “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize.” This rapid decision-making showcased Pepsi’s agility in crisis management and its recognition of the public’s sentiment.

Discussion: Pepsi’s response was notable for its speed and directness. By quickly retracting the ad and publicly admitting fault, the company took a proactive stance that demonstrated accountability and empathy. This helped contain the immediate fallout and prevent a prolonged controversy that could have further damaged the brand’s reputation. Despite the initial uproar, Pepsi’s brand weathered the crisis relatively well, thanks largely to its quick acknowledgment of error and efforts to communicate openly with its audience.

Conclusion: Pepsi’s swift apology and the decision to pull the ad were crucial first steps in mitigating negative reactions. By responding quickly and sincerely, Pepsi managed to limit the damage to its reputation. This crisis communication case study demonstrates the importance of prompt, empathetic communication and taking responsibility in a crisis, which can help protect a brand’s image and maintain public trust. 

Worst Crisis Communication Examples

1. Open AI: Surprises Aren’t Always a Good Thing

After OpenAI abruptly fired its CEO, Sam Altman, the news sent shockwaves through the tech world. The decision, announced on a Friday afternoon with little explanation and no immediate plan for leadership succession, quickly escalated into a crisis. Let’s examine the missteps and lessons learned from this controversial episode in tech leadership.

Context: In November 2023, OpenAI faced a PR crisis when news broke that CEO Sam Altman had been abruptly fired. The announcement came on a Friday afternoon, catching the tech world by surprise and leaving major stakeholders, including Microsoft, in the dark.

Analysis: OpenAI’s response to the crisis was poorly managed and an example of bad crisis communications. The company failed to prepare for the backlash, and communication was inconsistent, with no immediate follow-up to address concerns. The decision to release the news on a Friday, without a clear successor or explanation, fueled confusion and criticism.

Discussion: This situation illustrates the pitfalls of inadequate crisis management. OpenAI’s lack of preparedness, inconsistent messaging, and poor timing resulted in a loss of trust among stakeholders and negative media attention. The newly appointed CEO later admitted that the process had not been handled smoothly, further highlighting the missteps.

Conclusion: The key lessons are clear: have a crisis communications plan in place, avoid releasing significant news on a Friday expecting it to pass unnoticed, and ensure consistent, clear communication with all stakeholders. Proper preparation and transparency are essential to maintaining trust and minimizing damage in such situations.

2. Twitter: Confusion and Controversy Aren’t the Way 

When Elon Musk acquired Twitter for $44 billion, his unconventional approach to managing the platform quickly became a crisis. 

This social media crisis communication example examines whether Musk’s unorthodox methods were reckless or a calculated risk — and what lessons can be learned from this high-profile rebranding saga.

Context: Since the Twitter acquisition, Musk had introduced a series of controversial changes, including firing employees, banning and unbanning users, charging for verification badges, and rebranding Twitter to “X” in 2023 without prior announcement.

Analysis: Musk remained active on the platform, nonchalantly implementing these changes without formal crisis communication strategies. The sudden rebranding unsettled some advertisers and users but eventually normalized as people adapted to the new brand name, “X.”

Discussion: While Musk’s unconventional approach garnered significant media attention, it demonstrated a lack of strategic PR planning. The rebranding could have been managed more effectively to avoid initial confusion and backlash.

Conclusion: Musk’s handling of Twitter’s rebranding offers a critical lesson: purposeful and well-communicated changes are crucial for maintaining brand trust and stability. The controversy underscored the need for structured crisis communication plans, especially during significant transitions.

💡PRO TIP: If you’re experiencing challenges with organizational alignment, read our article on how to avoid miscommunication in the workplace. 

3. Facebook: Slow and Vague Responses Breed Distrust

In the 2010s, Facebook found itself at the center of a massive data privacy scandal. This case study explores how Facebook’s delayed reaction to the scandal turned a breach of trust into one of the most significant PR disasters of the decade.

Context: Facebook faced a major crisis when it was revealed that Cambridge Analytica, a political consulting firm, had collected data from up to 87 million users without their consent through a third-party app. This data was then used to influence the 2016 U.S. presidential election, sparking public outrage and leading to one of the biggest PR crises.

Analysis: Facebook’s response to the scandal was slow and marked by a lack of transparency, making it one of the worst crisis communication examples. It took several days for CEO Mark Zuckerberg to publicly address the issue, explain what had happened, and identify those affected. By the time a formal apology was issued, significant reputational damage had already occurred, and trust in the platform was compromised.

Discussion: This crisis communication case study underscores the importance of a timely and transparent response in crisis management, especially when dealing with sensitive user data. The company’s initial failure to clearly communicate the facts of the situation and outline corrective measures compounded the fallout.

Conclusion: The Cambridge Analytica scandal serves as an example of crisis communication failure, emphasizing the need for prompt action to prevent lasting harm to a brand’s reputation. The key lesson for companies is to quickly explain what went wrong, who was affected, and what steps are being taken to prevent future issues.

How ContactMonkey can help with Crisis Communication

ContactMonkey can play a prominent role in crisis communication by providing internal communicators and HR leaders with the tools they need to deliver clear, timely, and effective messages. From email templates to emergency SMS text alerts, here’s what you’re offered to enhance crisis communication plans:

• Real-time internal email tracking: Helps communicators monitor who opens and clicks links emails, and engages with the content.
• Avoids spam filters: Reduces friction through the Outlook and Gmail integration to ensure emails don’t end up in junk mail. 
• Integrated email templates: Provides ready-to-use templates for crisis communication through the email builder, ensuring consistency and speed when delivering urgent messages.
• Segmentation and personalization: Allows targeted communication to specific groups within the organization, reducing confusion and ensuring relevant information reaches the right people.
• Analytics and feedback: Collects data on email performance and employee feedback through the analytics and reporting dashboard, enabling better decision-making and response adjustments during a crisis.
• Lead with speed: Take advantage of our SMS for internal communications to reach employees quickly and reliably. 

Ready to unlock the benefits of managing crisis comms effectively? Book a free demo and connect with our team to learn more about how to optimize your crisis communication strategy with ContactMonkey, today!