PR Crisis

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Rachael Gunn

Rachael Louise Gunn (born 2 September 1987), known competitively as Raygun, is an Australian academic and former competitive breakdancer. From 2020 to 2026 she was a lecturer in the Department of Media, Communications, Creative Arts, Language, and Literature at Macquarie University Faculty of Arts. Gunn gained media attention after competing in breaking at the 2024 Summer Olympics, the sport's debut at the Games. She was one of 17 b-girls from around the world to compete in the Games. She received no votes (not 'points') from the judges in her three battles and did not progress past the preliminary round. After her performance, Gunn became the subject of widespread criticism and online bullying. In September 2024, Gunn was ranked by the World DanceSport Federation as the World's Number One in the sport of breakdancing. In November 2024, she announced she was retiring from competitive breakdancing after receiving overwhelming global criticism for her performance at the Olympics.

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• 7 PR Crisis Management Examples (The Best... AND the Worst!)

  ### Launch your crisis comms in seconds, not hours When the proverbial hits the fan, speed is everything. With Prezly, you can set up your emergency contact lists, crisis newsroom and email campaigns well in advance, so you'll be ready for the truly unexpected. Start free trial Prezly logo ## What is a PR crisis? A PR crisis is any unexpected situation that's likely to negatively affect public sentiment around your brand or business. It starts quietly. A customer complaint gains traction on social media. A journalist emails asking for comment on an internal issue. A product update doesn’t land as planned, and criticism begins to build. In those moments, teams rarely think, “We’re in a crisis.” But without clear direction, small issues can escalate quickly. [...] Examples of a PR crisis include: a bad customer experience going viral on social media; an employee or other brand representative is seen to be behaving inappropriately or contrary to your brand values; a major disruption in the operation of your organization, resulting in a bad experience for your customers and the public; and so on. Similar to reactive PR, but specifically related to when things go bad! ## What is PR crisis management and communication? Crisis comms and management is the strategic dissemination of information during times of crisis. It normally involves using multiple communication channels and technology to keep all your different stakeholders informed and make the best of a bad situation. Crisis comms includes things like: [...] ### What counts as a PR crisis and what does not Not every negative situation requires crisis-level response. One of the most common mistakes in PR crisis management is treating all problems the same, which can lead to overreaction, internal confusion, and unnecessary escalation. A PR crisis is typically a situation where trust, credibility, or reputation is at genuine risk. These scenarios often involve serious consequences and require coordinated communication across teams. ### When reputation is genuinely at risk Situations are more likely to qualify as a PR crisis when they involve: Potential harm to customers, employees, or the public Legal or regulatory implications Senior leadership or employee misconduct Sustained or high-profile media attention

• PR Crisis Management: Strategies to Save Reputation | YouScan

  This guide covers everything you need to know about PR crisis management. You'll learn how to detect problems early, build an effective crisis management plan, and recover stronger using social listening tools. ## What is a PR crisis & why brands need to be prepared A PR crisis is any event that threatens your brand reputation and requires immediate action to prevent lasting damage. Unlike minor customer complaints or negative reviews, a public relations crisis has the potential to spread rapidly and impact your business operations or customer loyalty. Modern businesses face more types of crises than ever before: [...] Want to see how comprehensive monitoring can strengthen your crisis management process? Run your crisis management with YouScan. The platform provides real-time insights that help you detect, analyze and respond to reputation threats before they become full public relations crises. Sign up for a demo! ## FAQs ### What is PR crisis management? PR crisis management is the strategic process of detecting, responding to, and recovering from events that threaten your brand reputation. It involves monitoring for early warning signs, implementing response plans, communicating with stakeholders, and taking corrective action to minimize long-term damage. ### What are the 5 C's of crisis management? [...] Logo YouScan Log in Marketing & PR # PR Crisis Management: How to Detect, Respond & Recover presentation Olesia Melnichenko Olesia Melnichenko Website Content Manager Originally published 15 October 2025 Updated 17 February 2026 Negative experiences can spiral into a full-blown reputation emergency within hours. Just look at the Delta Airlines crisis that significantly damaged its reputation. Due to a major system failure, the airline experienced 7,000 flight cancellations and a $550 million loss. Modern crisis management faces unique challenges from social media speed. User-generated content spreads faster than traditional media ever could. The financial cost of letting a crisis escalate includes immediate revenue loss and expensive recovery campaigns.

• What Is Crisis PR? A Comprehensive Guide | 5W

  Crisis public relations focuses on protecting and defending an organization's reputation during situations that pose significant threats. These situations often emerge suddenly and require immediate action to prevent or minimize damage. The Institute for Crisis Management defines a business crisis as "a significant business disruption that stimulates extensive news media coverage." This coverage, combined with public scrutiny through social media, can quickly escalate a situation into a full-blown crisis. A crisis PR response typically involves multiple elements: rapid assessment of the situation, development of key messages, coordination with leadership and stakeholders, media relations, and ongoing monitoring of public sentiment. The goal is to maintain trust and credibility while [...] ## Conclusion Crisis PR requires careful planning, swift action, and consistent execution to protect organizational reputation during challenging times. Success depends on having a well-prepared team, clear communication protocols, and the ability to adapt as situations evolve. Organizations should regularly review and update their crisis PR plans, conduct training exercises, and learn from both successes and failures. By maintaining a proactive approach to crisis management, organizations can better weather storms and emerge stronger from adversity. The next steps for PR professionals and business leaders should include: [...] Share: Public relations crises can strike any organization without warning, making crisis PR an essential skill for communications professionals and business leaders. Crisis PR involves managing communications during challenging situations that threaten an organization's reputation, operations, or relationships with stakeholders. Whether facing product recalls, executive misconduct, natural disasters, or social media backlash, how an organization responds in the first hours and days can determine long-term impact. According to a 2021 PwC Global Crisis Survey, 95% of business leaders expect crisis incidents to increase or remain the same in the coming years, highlighting the growing importance of crisis PR preparedness. ## Understanding Crisis PR

• PR Crisis Management: How to Protect Your Brand’s Reputation

  + Tuition and Financial Aid Resources + Blog Request InfoRequest Information Apply Now More # PR Crisis Management: Protecting Your Brand’s Reputation June 18, 2025 09:50 AM A PR crisis is an event that threatens operations and may negatively affect the brand if mishandled. The key to weathering a crisis and retaining consumer trust is effective crisis management marketing.1 Continue reading to learn about common crises and how to create a crisis communications plan to protect your brand’s reputation. ## Potential Risks and PR Crisis Types [...] ## Potential Risks and PR Crisis Types Almost every brand executive expects to face a PR crisis at some point, but 69% say they have already weathered one in the last five years.2 Your business can encounter many forms that stress brand stability, but there are a few PR crisis management examples that are common today. ### Product Failure or Harm A product crisis happens when your item or service does not function or deliver the intended results, or causes harm to the consumer. A PR crisis worsens when the business is aware of a problem and is negligent in preventing or fixing it.

• What Is Crisis PR? A Practical Guide - Channel V Media

  ## What Is Crisis PR? Crisis PR refers to the work a communications team does to manage and shape the public perception and reputation of a company either before a crisis, when they’re in the midst of a crisis or after a crisis. When there is negative sentiment around a company, we want to rebuild trust and make sure that the public knows that the issue will not be a recurring problem. [...] Proactive crisis PR happens before anything goes wrong: identifying vulnerabilities, developing key messages, pre-drafting holding statements, media-training spokespeople and setting up real-time monitoring. Reactive crisis PR is the response once a crisis occurs: rapid assessment, coordinated statements, media relations and ongoing monitoring of public sentiment. Companies that invest in the proactive side consistently recover faster. ### Does a PR crisis affect how AI tools like ChatGPT describe a company?