Crisis Management in an Age of Social Media and Receipts

Learning How to Handle a Crisis in a Chronically Connected World

Reputation management no longer happens behind closed doors. Today, it plays out publicly across feeds, threads and comment sections where narratives form faster than any press release can be drafted. A 2019 survey found that over half of consumers (53%) expect a response to a crisis within an hour, and 34% expect one within 30 minutes. 

For brands, the challenge isn’t just what happens. It’s how fast it happens. A misinterpreted comment, a poorly timed post or a delayed response can go viral within minutes. The social media ecosystem rewards immediacy and outrage, often punishing silence just as harshly as overreaction. That’s where preparation and partnership matter most. 

We work alongside brands to anticipate issues before they escalate, aligning every facet of communication, from media relations and social to internal messaging, around a unified response. In those critical early hours, an integrated strategy grounded in transparency, empathy and precision can mean the difference between escalation and resolution. 

In fact, it’s not always the issue itself that causes damage; it’s the response. When managed effectively, even digital “receipts” can strengthen credibility. By aligning messaging and responding authentically, brands can transform potential crises into opportunities to reinforce trust. 

Crisis management today isn’t about spinning. It’s about preparation, partnership and proactive culture-building. Together with our clients, we create frameworks that prioritize ethics, empathy and communication at every level — because teams that understand how narratives form online are the ones that maintain trust when it matters most. 

How We Support Brands in Moments That Matter: 

1. Lead with core values 
   We help brands root every action in their core values from internal communication to public response. Authenticity, empathy and clarity serve as the foundation for trust and long-term reputation resilience. 

2. Train for awareness 
   Beyond standard media training, we coach teams to listen to their audiences, to their communities and to the context behind every conversation. Awareness drives human, effective communication. 

3. Communicate clearly (internally first) 
   Aligned teams build credible brands. We work to ensure internal clarity before any external messaging is shared, so every voice reflects a consistent, confident tone. 

4. Build real-time readiness 
   Through simulations and response frameworks, we help clients strengthen calm, ethical decision-making under pressure so when a moment arises, the team is ready to act with intention. 

5. Create space for honesty 
   We encourage open dialogue within organizations. When teams feel empowered to raise red flags early, brands can course-correct before small missteps become public crises. 

At Crowe PR, we help brands navigate those moments not just to recover but to emerge stronger, more connected and more trusted than before.