11 PR Stunts That Turned Brands Into Media Sensations

The Power of PR

In the evolving world of marketing, a well-executed publicity stunt can be the spark that sets a brand apart from its competitors. The best PR stunts don’t just make headlines. They create viral moments that capture the public’s imagination and command media attention worldwide. Whether you’re launching a new product, celebrating a milestone, or simply looking to promote your brand in a crowded industry, a creative and innovative stunt can generate the kind of awareness that traditional advertising can only dream of.

What makes a publicity stunt truly powerful is its ability to break through the noise and get people talking. By blending creativity with strategic timing, brands can create experiences that not only engage audiences but also inspire journalists and influencers to share the story far and wide. The result? Massive media coverage, increased brand recognition, and a boost in sales. All from a single, unforgettable event.

As we explore the world of PR stunts, it’s clear that the most successful campaigns are those that dare to be different. They challenge expectations, push boundaries, and invite the public to join in the spectacle. For brands looking to promote themselves, drive sales, and stay ahead of the competition, embracing the power of PR stunts isn’t just an optio. It’s a must.

Public relations (PR) stunts are a powerful way for brands to break through the noise, capture public attention and generate massive media coverage. When executed correctly, they can turn an ordinary marketing campaign into a viral sensation, creating buzz that extends beyond traditional advertising. Whether it’s a world record attempt, a heartwarming publicity stunt or a viral social media moment, PR stunts can make headlines and keep brands top of mind.

In this article, we’ll explore some of our most successful PR stunts, including notable campaigns from TrizCom PR and other brands that took the media by storm. We’ll also delve into how brands can execute national PR activations effectively.

What is a PR Stunt?

A PR stunt is a carefully planned event or campaign designed to grab media attention and spark conversations. These stunts leverage creative storytelling and bold actions to generate publicity and engage audiences.

Successful PR stunts often include:

• A strong emotional appeal: Whether humorous, inspiring or shocking, effective PR stunts trigger an emotional response.

• A clear brand message: The stunt must align with the company’s values and overall media strategy, supporting the company's reputation management efforts.

• Shareability: In today’s digital age, social media plays a key role in amplifying PR stunts, making them go viral.

• Earned media potential: The ultimate goal of a PR stunt is to attract media coverage without relying on paid advertising.The best PR stunts are designed to drive earned media across multiple channels, creating conversations that reach millions.

The best PR stunts are designed to drive earned media across multiple channels, creating conversations that reach millions.

From viral social media challenges to large-scale publicity stunts, PR activations can significantly boost a brand’s visibility. Below, we’ll explore real-world example case studies of impactful PR stunts, starting with successful campaigns executed by TrizCom PR.

PR Stunts (Also Known As...)

PR stunts are sometimes referred to as publicity stunts, brand activations or earned media campaigns. No matter the name, they all share the same goal: to spark buzz and conversation that drives visibility without paid advertising. These efforts often cross into the territory of experiential marketing, social media virality and community engagement—making them some of the most versatile tools in a marketer’s toolkit. Whether playful or powerful, PR stunts are rooted in the psychology of storytelling and surprise, aiming to create a moment worth capturing and sharing.

What is Considered a PR Stunt?

A PR stunt is a carefully planned event or action designed to attract public attention and generate media coverage. These stunts can range from the bold and outrageous—like a brand attempting to break a Guinness World Record—to more subtle or socially driven efforts, such as a flash mob promoting a charitable cause or an unexpected product giveaway. The goal of a PR stunt is simple: get people talking and, ideally, generate organic media coverage and social media buzz.

But not all PR stunts have to be dramatic. Sometimes a clever twist on a traditional concept or perfect timing around a trending topic, (check out this amazing newsjacking stunt) can spark just as much attention. The key is creativity, strategy and a deep understanding of the brand's voice and audience. When done well, a PR stunt can dramatically elevate brand visibility. When done poorly, it can backfire—and fast.

How Much Do PR Stunts Cost?

Let’s bust a myth right now: just because you don’t pay for earned media coverage doesn’t mean it’s free. In fact, PR stunts can be costly—depending on the complexity, logistics and team involved. You might not pay a news outlet to run your story, but you do pay professionals to make that story newsworthy and to get it in front of the right people.

Here’s a breakdown of potential costs:

• Strategic planning and ideation: Hiring a PR strategist or agency to conceptualize and plan the stunt.

• Coordination and logistics: Permits, locations, talent, production crews, props, etc.

• Media outreach: Building media lists, pitching reporters, following up and managing interviews or coverage.

• Execution day: Staffing, equipment rentals, insurance and onsite coordination.

• Post-event follow-up: Press release distribution, media monitoring and engagement with reporters or influencers.

Depending on the scope, a PR stunt can cost anywhere from a few thousand dollars to six figures or more. The investment covers not only the stunt itself but also the countless hours of coordination, creative development and media pitching required to make it successful.

In PR, the spotlight might be free—but getting there never is.

PR Stunt Examples – From TrizCom PR

TrizCom PR has executed powerful PR stunts that captured national attention. Below are some case studies:

https://vimeo.com/channels/371015/46000658

Team Escalade Texas

Description: This PR stunt was a creative activation for Cadillac, designed to capture national attention while reinforcing the luxury SUV’s reputation.

Execution: TrizCom PR orchestrated a road-trip storytelling campaign that featured influential personalities, auto journalists and social media influencers driving the Cadillac Escalade across Texas. The campaign highlighted the vehicle’s luxury, technology and performance, generating user-generated content and extensive media coverage. TrizCom PR also ensured high-profile stops, including automotive industry events, influencer meetups and social media live streams to create real-time engagement.

Earned Media: The campaign was covered by major automotive and lifestyle media outlets, including Forbes, Car and Driver and local Texas media. It also trended across social media, generating thousands of organic posts from influencers and fans.

Key Takeaways: Leveraging influencer marketing and experiential storytelling can enhance brand engagement and credibility.

Read the full Team Escalade Texas case study here.

Dallas Fan Expo – Chewbacca Mom

Description: A joyful, authentic viral moment turned into a media phenomenon with the help of strategic PR.

Execution: TrizCom PR leveraged Candace Payne’s viral popularity to generate widespread media coverage around her appearance at Dallas Fan Expo. The team secured high-profile interviews and coordinated with national outlets to maintain momentum, landing placements on “Good Morning America,” “The Late Late Show with James Corden,” and major media platforms including CNN, Time Magazine, and The Washington Post. Our strategic media outreach extended the story well beyond the initial viral moment, positioning Payne as a relatable, feel-good personality and amplifying both her personal brand and the event’s visibility.

Key Takeaways: When PR professionals move quickly and authentically, even the most unexpected viral moment can be elevated into a full-blown cultural event. Real-time responsiveness, paired with strategic media coordination, turns online buzz into sustained media exposure.

Authenticity and real-time engagement can transform a simple moment into a full-scale PR sensation.

Read the full Dallas Fan Expo case study here.

GMC Hashtag Challenge

Description: A social media-driven PR stunt designed to increase brand visibility and engagement.

Execution: GMC launched a social media hashtag challenge, encouraging users to post creative content featuring their GMC vehicles. The challenge incorporated gamification by offering rewards for the most engaging posts. To amplify the campaign, TrizCom PR engaged influencers, bloggers and media partners to participate. Live activations at major auto shows and GMC dealerships allowed participants to interact with the campaign in person, further boosting engagement.

Earned Media: High levels of engagement on Instagram, Twitter and Facebook, with national media outlets covering the challenge and consumer participation driving organic reach. The campaign generated over 5 million hashtag impressions and was featured in automotive publications like Motor Trend and AutoWeek.

Key Takeaways: A combination of digital engagement and real-world participation can elevate a brand’s online presence and credibility.

Read the full GMC Charity Challenge case study here.

$50,000 Giveaway (Q Chevrolet)

Description: An experiential marketing stunt that created excitement and media buzz.

Execution: Q Chevrolet hosted a massive $50,000 giveaway event, generating significant foot traffic and local engagement. TrizCom PR developed a strategic media relations campaign to amplify the event, securing press coverage and social media exposure. They leveraged live radio broadcasts, influencer partnerships and local news channels to create hype leading up to the giveaway. Attendees participated in games and social media challenges to increase engagement.

Earned Media: National and regional news outlets covered the event, including NBC and ABC affiliates. The campaign also generated thousands of social media interactions, with viral posts showcasing excited winners and behind-the-scenes footage of the event.

Key Takeaways: High-stakes giveaways create strong consumer engagement and media interest, driving both brand loyalty and immediate sales impact. (Just be sure to consider the legal requirements and regulations around giveaways.)

Read the full $50,000 Giveaway case study here.

Hospice Wedding (Heroes for Children)

Description: A touching, socially driven PR stunt that demonstrated a brand’s ability to make a real difference.

Execution: TrizCom PR helped coordinate and promote a wedding for a terminally ill patient in hospice care, highlighting the compassionate efforts of Heroes for Children. The stunt showcased the human side of the organization, strengthening its emotional connection with the community. Media outreach included heartfelt storytelling, behind-the-scenes footage and interviews with the couple and medical staff. The event was also streamed live for those unable to attend in person.

Earned Media: Featured in national and local media outlets, including People Magazine, The Today Show and USA Today. The story went viral on social media, with millions of shares and an outpouring of positive responses.

Key Takeaways: Not all PR stunts need to be about selling a product—stunts that focus on human impact and emotion can generate powerful brand goodwill and public trust.

Read the full Hospice Wedding case study here.

The Little Black Dress Experiment

Description: A social experiment turned viral statement about simplicity, sustainability and identity.

Execution: For 31 days, a woman wore the same black dress styled differently each day to spark dialogue about fashion and self-expression. TrizCom PR amplified the story, pitching it as both a minimalist challenge and a media-friendly narrative.

Earned Media: Featured on TODAY, CNN and national morning shows, alongside millions of YouTube views and widespread blog coverage.

Key Takeaways: Personal storytelling with a cultural hook can evolve into a global PR moment.

Read the full Little Black Dress Experiment case study here.

Cadillac Cares

Description: A community-focused campaign that empowered local charities through digital engagement and strategic brand support.

Execution: TrizCom PR and Cadillac launched the Cadillac Cares Challenge in multiple markets including Dallas/Fort Worth and Houston. In each city, community members voted via Facebook for their favorite nonprofit organizations. Winners received $50,000 advertising campaigns that included TV spots on WFAA, CBS Radio promos and features in D Magazine. Runners-up received cash donations. The campaign helped raise awareness for the missions of charities like Heroes for Children, The Family Place, Make-A-Wish North Texas and the YMCA of Greater Houston.

Earned Media: Local TV and radio coverage, widespread social media engagement, increased Facebook fan bases for Cadillac and participating charities and significant cross-promotion between organizations.

Key Takeaways: Combining digital voting, charitable giving and strategic media placements creates a highly engaging and community-driven PR stunt.

Read the full Cadillac Cares case study here.

MrBeast Battle Royale

Description: A high-stakes, gamified experiential stunt that merged YouTube celebrity and brand sponsorship.

Execution: TrizCom PR supported media coverage for MrBeast’s $200,000 airsoft “Battle Royale,” which mimicked popular video game formats. Sponsored by Apex Legends, the event included influencer teams, dramatic visuals and livestreamed content.

Earned Media: Millions of views across YouTube and Twitch, gaming press coverage and major consumer media articles.

Key Takeaways: Fusing entertainment and brand messaging can yield multi-platform earned media.

GMC Terrain Charity Challenge

Description: A philanthropic stunt showcasing both product capability and community investment.

Execution: Teams were challenged to complete physical and service-based missions using GMC Terrains, with proceeds going to local charities. TrizCom PR framed the campaign around giving back, positioning the vehicles as versatile tools for good.

Earned Media: Covered by local stations, featured in automotive press and celebrated by nonprofits.

Key Takeaway: Cause marketing builds stronger brand loyalty when it’s active, visible and tied to community impact.

Read the GMC Terrain Charity Challenge case study here.

Chip and Adele

Description: A whimsical and heartfelt PR campaign that united animal lovers nationwide.

Execution: TrizCom PR partnered with Operation Kindness to tell the real-life story of a Chihuahua puppy named Chip and a kitten named Adele—both orphaned and rescued on the same day. The two were paired together in a foster home where they formed an inseparable bond. Rather than staging a literal wedding, the campaign creatively framed their connection as a “storybook romance,” supported by photos, foster updates and a dedicated social media presence.

Earned Media: Within a week, Chip and Adele’s Facebook page attracted over 30,000 followers and reached more than 8 million people. Their story was featured on BuzzFeed, Good Morning America, Inside Edition and numerous local TV outlets. Donations poured in from across the country.

Key Takeaways: When rooted in authentic storytelling, even the smallest subjects—like a puppy and kitten—can inspire massive community engagement, national media attention and fundraising momentum.

Read Chip and Adele’s case study here.

Best PR Stunts of All Time

Some PR stunts become etched into pop culture, studied in marketing classes, and referenced for years to come. These are attention-grabbing moments intentionally designed to capture the public's attention and generate widespread engagement. Brands use these stunts to spark conversation, drive sales, and create lasting cultural impact.

Below is a table summarizing some of the most iconic and influential PR stunts of all time:

Brand & Year	Stunt Description	Key Outcome
Burger King (2018)	Whopper Detour used geofencing technology to offer Whoppers for 1 cent near McDonald’s locations.	Massive app downloads and sales through clever location-based marketing.
Duolingo (2025)	“The Death of Duo” viral TikTok storyline.	Over 120 million views demonstrating global social media engagement.
State Street Global Advisors (2017)	Fearless Girl statue installed on Wall Street.	Became an instant cultural icon with global media coverage promoting gender diversity.
KFC (2018)	“FCK” apology ad following a nationwide chicken shortage.	Turned a crisis into a positive brand moment and generated widespread goodwill.
Spotify (since 2016)	Spotify Wrapped personalized year-end listening recaps.	Highly shareable moments driving annual social media engagement surges.
CeraVe (2024)	Super Bowl campaign built around a Michael Cera conspiracy narrative.	High engagement, industry awards and amplified celebrity storytelling.
Apple TV+ (2022)	Severance glass office installation in Grand Central Terminal.	Immersive experience that drew crowds and extensive media coverage.
Miley Cyrus	Intimate concert at Chateau Marmont for superfans.	Created exclusivity and buzz around a single release.
Coors Light	Intentional typo on a Times Square billboard.	Sparked online outrage and a 400 percent surge in social conversations.
Canva (UK)	Waterloo billboards featuring playful “wrong-but-right” designs.	Viral engagement that resonated strongly with UK audiences.
Flagstone (UK)	Sleeping Giant installation made from printed pound notes.	Striking visual highlighting idle money in UK accounts.
PUMA (UK)	10.5-metre illuminated football floating on the Thames.	City-wide attention and domination of social media conversation.
Netflix	Nubbin fictional tech device created for Black Mirror.	Fueled online speculation and captured public attention.
Aldi	Cap-Aldi rooftop performance by Lewis Capaldi in Nottingham.	Celebrity surprise that deeply engaged fans.
Heineken (2024)	Boring Phone launch at Milan Design Week.	Sparked conversation around digital fatigue and modern lifestyle.
Oatly	Crisis management microsite addressing brand controversies.	Helped manage brand image and maintain transparency during crises.

Jo Trizila’s daughter, Kate, with the Fearless Girl Statue in NYC

More Iconic PR Stunts

https://www.primevideo.com/detail/Space-Jump-How-Red-Bull-Stratos-Captured-the-Worlds-Attention/0TRDQYOP5ZF6LDWVGXEMZAKDZQ

Red Bull Stratos Space Jump

Description: In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking freefall from the edge of space.

Impact: Broadcast live on YouTube with over 9.5 million concurrent viewers, this stunt reinforced Red Bull’s brand identity around pushing limits and adventure.

Why It Worked: It was a high-risk, high-reward feat that tied directly to the brand’s “gives you wings” ethos while securing massive global media coverage.

https://www.youtube.com/watch?v=Qxbt-HjhG44

ALS Ice Bucket Challenge

Description: The ALS Ice Bucket Challenge was a  viral social campaign in 2014 that encouraged participants to pour ice water over themselves and donate to ALS research.

Impact: Raised over $115 million for ALS and engaged millions across social platforms, including celebrities and world leaders.

Why It Worked: It was accessible, emotionally charged and perfectly designed for social sharing, making it a model for nonprofit publicity stunts.

Thom Carroll/PhillyVoice.com

Taco Bell Buys the Liberty Bell (Spoof)

Description: On April Fool's Day in 1996, Taco Bell ran ads claiming it had purchased and renamed the Liberty Bell.

Impact: Generated a flood of media attention and consumer conversations. Though clearly a hoax, it raised Taco Bell's visibility dramatically.

Why It Worked: It was irreverent, humorous and executed with perfect timing—proving that a great PR stunt can be built on clever satire.

How to Activate a National PR Stunt

Executing a national PR stunt across multiple markets can be both complex and rewarding. To begin the planning process for a national PR stunt, it's important to outline your objectives, identify key markets, and coordinate resources early. National activation requires detailed planning, local insights, and a scalable structure. TrizCom PR, through its membership with PRConsultants Group (PRCG), is uniquely equipped to manage this.

Nationwide Reach, Local Expertise

PRCG is a network of seasoned communications professionals in every major U.S. market. This gives TrizCom PR the capability to execute stunts that feel both globally aligned and locally relevant.

Consistency Across Markets

With a unified strategy, TrizCom PR ensures that messaging, brand voice, and outcomes remain consistent regardless of geography.

On-the-Ground Support

Local team members help coordinate logistics, manage media relations, and monitor outcomes, ensuring real-time responsiveness.

Strategic Amplification

TrizCom PR pairs local execution with national amplification, securing coverage in top-tier outlets while maintaining community-level connections.

Whether it’s launching a product, hosting a live event, building a multi-city tour, or driving targeted website traffic, TrizCom PR ensures that every touchpoint is executed with purpose and precision.

From Bold Ideas to Media Sensations

PR stunts, when done right, can turn a brand into a media sensation overnight. From heartfelt human stories to humor-filled viral moments, the power of a well-timed publicity stunt lies in its ability to resonate emotionally and culturally. TrizCom PR has proven time and again that with creativity, strategic insight, and the right network, brands of any size can create lasting impressions.

If you're ready to elevate your brand with a bold, buzz-worthy campaign, partner with TrizCom PR. Our experience in experiential marketing, media relations, and national campaign execution ensures your story isn't just heard—it's remembered.

Let us help you craft the PR stunt that turns heads and headlines.

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

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National PR Stunts FAQ

What is a PR stunt and why do brands use them?

A PR stunt is a planned activation designed to capture attention, spark conversation and earn media coverage. Brands use PR stunts to break through crowded media environments and create moments people want to share. TrizCom PR approaches PR stunts as strategic storytelling tools, not gimmicks, ensuring each activation supports a larger brand goal.

What separates a successful PR stunt from a failed one?

Successful PR stunts align with brand values, feel authentic to the audience and are supported by strong media outreach. Failed stunts often chase shock value without strategy. TrizCom PR emphasizes planning, audience insight and message clarity so stunts generate positive attention rather than backlash.

Do PR stunts still work in a social media–driven world?

Yes, PR stunts work even better today when designed with shareability in mind. Social platforms amplify moments instantly, turning local activations into national conversations. TrizCom PR builds stunts that are visually compelling, emotionally engaging and optimized for both social sharing and earned media.

How do emotional PR stunts drive stronger media coverage?

Emotion is one of the strongest drivers of engagement. Campaigns like the Hospice Wedding or Chip and Adele resonated because they highlighted genuine human connection. TrizCom PR uses emotional storytelling to help media outlets and audiences connect with brands on a deeper level.

Can PR stunts support nonprofit and cause-driven campaigns?

Absolutely. Cause-driven PR stunts often generate stronger goodwill and longer-lasting impact than product-focused campaigns. TrizCom PR has executed nonprofit stunts that raised awareness, donations and national media attention by centering stories on real people and real impact.

How much planning goes into a PR stunt behind the scenes?

A lot more than most people realize. From ideation and logistics to media pitching and post-event follow-up, PR stunts require careful coordination. TrizCom PR invests significant time in planning to ensure stunts are newsworthy, legally sound and scalable across markets.

What role does earned media play in PR stunts?

Earned media is the end goal of most PR stunts. The objective is to create a moment compelling enough that journalists choose to cover it organically. TrizCom PR leverages long-standing media relationships to turn stunts into national headlines rather than one-day events.

How do influencer partnerships enhance PR stunts?

Influencers add reach, credibility and real-time amplification. Campaigns like Team Escalade Texas succeeded because influencers helped tell the story as participants, not just promoters. TrizCom PR carefully selects influencers whose audiences align with the brand and the stunt’s message.

Are PR stunts only for large national brands?

No. While some stunts scale nationally, smaller brands can achieve big results with creative thinking and smart execution. TrizCom PR has proven that well-timed, well-told stories can generate national attention regardless of company size.

What should brands consider before launching a PR stunt?

Brands should consider their audience, risk tolerance, message alignment and long-term reputation. A PR stunt should support the brand story, not distract from it. TrizCom PR helps clients evaluate whether a stunt makes sense strategically and how to execute it responsibly.

5 Questions Executives Ask Before a Media Interview (And How Media Training Answers Them)

Media training is more than a 2-hour performance session learning how to play “gotcha” on camera. In reality, it is a strategic course that helps executives approach interviews with confidence and communicate a message under pressure.

Media trainers help spokespeople understand interview dynamics, including the perceived power structure. The same executives who instinctively lead a board meeting can easily let a reporter take control during a media interview and lose sight of their message.

Why does that happen? A media interview creates an artificial environment where spokespeople assume the reporter has an agenda and a list of questions. A well-trained spokesperson approaches an interview differently. They come prepared with key messages, and they know how to bring every answer back to what matters most.

Below are the top five concerns we hear from executives, along with the key takeaways from media training that help leaders become interview-savvy.

Key Takeaways: Executive Media Interview Prep

• A media interview is a structured conversation, not an interrogation

• Reporters rarely provide a list of questions in advance

• The best spokespeople use five to six key messages to answer almost anything

• In recorded interviews, you may be able to restart an answer if you misspeak

• Tough questions are handled through preparation, reframing, and calm delivery

1) Are reporters trying to trap me? Why should I ever do a media interview?

Short answer: Most reporters are not out to get you. They are looking for a strong story, which means clear information and compelling quotes.

Reporters ask questions for different reasons. Sometimes they need background. Sometimes they need a quote that brings the story to life. Interviews are conversations managed on both ends with skill and practice. The goal is to stay on message while remaining quotable.

Media interviews also build credibility and visibility. If you are not participating, someone else is shaping the story without you.

What to say (examples):

• “Here’s what matters most for your audience.”

• “The most important point is this.”

• “Let me put that into context.”

• “What we are focused on is…”

2) Do reporters give you the questions in advance?

Short answer: No. A reporter rarely shares specific questions in advance.

A seasoned reporter comes prepared with a direction, not a script. They are also listening closely. One word can change the direction of the interview.

During a mock interview, an ER doctor once answered my question about “what could go wrong” with “well, they could die.” I was looking for information, but the negative wording immediately shifted the tone. A better response would have been, “That’s not what we are focused on. We are focused on saving lives.”

Side note: This question mirrors a similar one: “When do I get to fact check the story?” That usually does not happen either, except in rare cases.

What to say (examples):

• “I do not want to speculate, but I can tell you what we know.”

• “That’s not what we are focused on. What we are focused on is…”

• “Here’s the context your audience needs.”

• “Let me make sure I’m clear on the priority.”

3) What can executives safely say in a media interview?

Short answer: Stick to five to six key messages and support them with proof, examples and real stories.

The safest approach is not silence. It is preparation. Your key messages should sound conversational, credible and memorable.

If one of your messages is “We are committed to keeping employees safe,” and it is true, you should include specifics and stories to back it up. Pride matters too. Spokespeople get into trouble when they do not believe what they are saying. Audiences can detect that quickly.

Side note: Do not go “off the record.” If you feel like you should not say something, do not say it.

What to say (examples):

• “What I can share is…”

• “Here’s what we know right now.”

• “The facts are…”

• “I want to be careful not to speculate, but I can confirm…”

4) Can you fix a mistake during a recorded interview?

Short answer: Sometimes. If the interview is recorded, you can often pause and ask to restart.

Ideally, you are not doing a high-stakes interview live without training and experience. In a recorded interview, if you stumble or do not like what you said, you can ask the reporter if you can start that over. A little self-deprecation helps.

Will they always allow it? No. But many will, because they want a clean, usable quote.

What to say (examples):

• “Let me say that more clearly. Can I restart that answer?”

• “I want to make sure I get that right. Can I take that again?”

• “That was not my best wording. Let me try that again.”

5) How do executives handle hostile or difficult interview questions?

Short answer: Reframe the intent of the question and return to your key messages.

Most questions are not hostile. They are requests for information. Seasoned spokespeople stay calm and maintain control because they know their messages and how to return to them.

In crisis interviews, questions can become more contentious. The good news is that crisis interview questions are usually predictable. Preparation matters most here. Strong prep for a crisis interview includes practicing answers to every foreseeable question before the interview.

What to say (examples):

• “I understand why you’re asking. Here’s what people should know.”

• “Let’s talk about what we are doing to address that.”

• “The bigger issue is…”

• “What matters most right now is…”

Executive Media Training Cheat Sheet (Concern → Goal → What to Say)

Executive Concern (What Keeps You Up)	Media Training Goal	What to Say (Sample Line)	Best Skill to Practice
Reporters are trying to trap metd>	Reframe the interview as a conversation you can lead	“Here’s what matters most for your audience.”	Validate the question and pivot into your message
I want the questions in advance	Prepare messages, not scripts	“What we are focused on is…”	Message discipline
What can I safely say?	Stay inside 5 to 6 approved key messages	“What I can share is…”	Key message development
I made a mistake on camera	Recover fast, correct clearly	“Let me say that more clearly. Can I restart?”	Resetting under pressure
The questions feel hostile	Stay calm, acknowledge, reframe	“I understand why you’re asking. Here’s what people should know.”	Reframing and tone control

Ready to Feel Confident Before Your Next Media Interview?

If you are preparing for a high-visibility interview, a tough reporter, or a topic that needs careful messaging, do not wing it. The executives who come across as calm, credible and in control are rarely “naturals.” They are prepared.

That is exactly what media training is built for.

At TrizCom PR, we train executives and spokesperson teams to:

• stay on message under pressure

• handle tough questions without sounding defensive

• deliver clear, quotable answers that protect your reputation

• show up on camera with confidence and authority

If you have an interview coming up or you want to proactively prepare your leadership team, we can help.

Contact TrizCom PR today to schedule executive media training.

Everyone has a story to tell. Let TrizCom PR tell yours.

FAQ: Media Training and Executive Interviews

What is media training for executives?

Media training helps executives prepare for interviews by learning how to answer questions clearly, stay on message and deliver strong, quotable responses under pressure. At TrizCom PR, media training also focuses on helping leaders understand how interviews actually work so they do not unintentionally give up control of the conversation.

Do reporters send interview questions in advance?

Usually not. Reporters may share the general topic or angle, but most do not provide a list of exact questions. That is why TrizCom PR trains executives to prepare messages, not scripts. When you know what you need to say, you can handle almost any question that comes your way.

How do you stay on message during a media interview?

The most effective spokespeople use five to six key messages and practice bridging from any question back to those points. At TrizCom PR, we help executives build those messages and practice delivering them until staying on message feels natural, not forced.

What should executives never say in a media interview?

Avoid speculation, absolutes you cannot prove and anything you would not want quoted publicly. Also avoid saying something is “off the record.” At TrizCom PR, we remind clients that if something should not appear in print or on air, it should not be said at all.

How do I stop rambling in a media interview?

Use a headline-first answer. Lead with your main point in one clear sentence, support it with one proof point or example, then stop. TrizCom PR coaches executives to answer most questions in 15 to 30 seconds so responses stay tight, confident and quotable.

How do I answer when I do not know something?

Do not guess. Say what you know, explain what you are confirming and then bridge to what you can share right now. This approach, which TrizCom PR reinforces in every training session, protects credibility and keeps you in control of the interview.

About the Author

Karen Carrera, APR

Karen Carrera, APR, is a 40-under-40 award recipient recognized in 2003 and a senior communications counselor with more than 20 years of experience advising executives on strategic communications, brand positioning and reputation management across healthcare, construction and design, education, energy, finance, insurance, government and utilities.

Karen has media-trained hundreds of corporate spokespeople on how to handle media interviews and deliver strong industry presentations. Karen’s approach helps leaders share their stories with confidence while staying focused on key business messages that support long-term organizational goals.

Throughout her career, Karen has developed and executed integrated communications campaigns that build visibility, strengthen brands and generate measurable business results. Her work includes initiatives such as Anheuser-Busch’s We All Make a Difference campaign, hospital brand evolutions, the launch of new healthcare institutes and clinics, and national branding for an architectural design firm.

Most recently, Karen led a comprehensive brand evolution for Medical City, overseeing a new brand identity and guiding a full website overhaul. The redesigned, reprogrammed and fully rewritten website launched in six months with updated content aligned to the organization’s evolving vision and services.

Karen holds the Accreditation in Public Relations (APR) credential, reflecting her commitment to communications ethics and strategy. She is active in professional organizations and is often called upon to mentor other public relations practitioners.

How Does Executive Media Training Turn Media Moments Into Leadership Advantages?

Executive media training equips leaders to communicate clearly, calmly and credibly in high-visibility situations. It prepares executives to deliver key messages, handle difficult questions, manage crises and control how their story is told across interviews, podcasts, broadcasts and digital platforms. With practice and coaching, high-pressure moments become opportunities to reinforce leadership and protect reputation.

For executives across industries, visibility is no longer optional. Media appearances influence stakeholder trust, employee confidence and market perception long before a formal announcement or earnings call.

Why do even experienced executives need media training?

Subject-matter expertise does not automatically translate to strong public communication. Interviews move quickly. Questions can be unexpected. Tone and body language often matter as much as words.

Media training bridges the gap between knowledge and delivery by helping leaders:

• Stay focused when conversations shift

• Respond clearly under pressure

• Avoid unintentional misstatements

• Present authority without sounding scripted

This preparation reduces risk while increasing confidence.

What does executive media training actually include?

Executive media training focuses on skill-building through realistic practice and feedback, not on theory alone.

Core components include:

• Messaging – Developing clear, concise core messages and repeatable soundbites

• Interview techniques – Learning how to bridge back to key points and handle aggressive or difficult questions

• Delivery – Improving body language, tone, pacing and eye contact

• Scenario practice – Participating in recorded mock interviews with direct coaching

• Crisis communication – Preparing for high-stakes moments that require speed and precision

• Digital and social media – Understanding how interviews live online and shape long-term perception

Each element is designed to improve clarity and control.

How does media training help executives stay on message?

Interviews rarely follow a script. Media training teaches executives how to guide conversations without sounding evasive.

Executives learn how to:

• Acknowledge questions while redirecting focus

• Reinforce priority messages consistently

• Avoid speculation or over-explaining

• Keep answers concise and clear

This discipline protects both the leader and the organization.

How does media training prepare leaders for tough questions?

Challenging questions are often where reputations are tested. Media training provides frameworks for responding thoughtfully without losing composure.

Through practice, leaders learn how to:

• Pause before responding

• Reframe questions constructively

• Address sensitive topics without escalation

• Maintain credibility even when information is limited

Preparation reduces anxiety and increases confidence in real-time situations.

Why delivery matters as much as content?

Audiences judge confidence through more than words. Tone, posture and eye contact all influence credibility.

Media training improves delivery by focusing on:

• Controlled body language

• Vocal clarity and pacing

• On-camera presence

• Engagement across different formats

This helps leaders appear steady and trustworthy whether on camera, on a podcast or in a live setting.

How does executive media training support crisis readiness?

During crises, leadership visibility increases instantly. Media training prepares executives to respond without adding confusion or risk.

Crisis-focused training helps leaders:

• Deliver calm, factual statements

• Avoid speculation

• Reinforce accountability and action

• Maintain consistency across appearances

Strong preparation protects brand value when scrutiny is highest.

Why executive visibility strengthens leadership credibility

Media training supports authentic storytelling. When leaders communicate clearly and confidently, audiences connect with the person behind the title.

Executive visibility:

• Builds trust with stakeholders

• Reinforces organizational values

• Positions leaders as reliable voices

• Strengthens long-term reputation

This is especially important in industries where trust and clarity drive decision-making.

How TrizCom PR approaches executive media training?

TrizCom PR designs executive media training to reflect real-world pressure. Sessions are practical, personalized and focused on outcomes.

Training includes:

• One-on-one coaching

• Industry-relevant scenarios

• Video-recorded interviews with feedback

• Message development aligned with business goals

Executives leave with skills they can apply immediately.

Who leads TrizCom PR’s media training?

Media training at TrizCom PR is led by Karen Carrera, APR, an experienced communications strategist and former journalist. With decades of experience advising executives across healthcare, finance, energy, government and professional services, Karen brings firsthand insight into how interviews work and how stories are shaped.

Her approach is direct, practical and tailored to each leader’s role and communication style.

Ready to strengthen your leadership presence?

High-stakes communication moments shape how leaders are remembered. With the right preparation, those moments can reinforce trust rather than create risk.

If you want to help your executives communicate with confidence, clarity and control, connect with TrizCom PR to discuss executive media training and leadership communication support.

Frequently asked questions about executive media training

What is executive media training?

Executive media training prepares leaders to communicate effectively during interviews, press conferences and public appearances through coaching, practice interviews and direct feedback.

Why is media training important for executives?

Media training is important for executives because it helps them communicate clearly under pressure, protect reputation and reinforce leadership credibility in high-visibility moments.

How long does executive media training take?

Executive media training can take a few hours to a full day depending on your goals, experience level and the number of scenarios you want to practice.

Does media training help with podcasts and virtual interviews?

Yes, media training helps with podcasts and virtual interviews by teaching techniques tailored to audio-first and screen-based formats where tone, pacing and presence work differently.

Can media training reduce reputational risk?

Yes, media training can reduce reputational risk by minimizing misstatements, emotional reactions and inconsistent messaging that can erode trust.

Is media training only for crisis situations?

No, media training is not only for crisis situations. Media training also supports everyday visibility, thought leadership and routine interviews where clarity and consistency still matter.

Should senior leaders refresh media training?

Yes, senior leaders should refresh media training when roles change, messages evolve or new platforms become part of the media mix.

Is media training customized by industry?

Yes, media training is customized by industry when it is done well because effective preparation reflects the language, risks and expectations of the sector you operate in.

Does media training help internal communications?

Yes, media training helps internal communications because the same skills improve town halls, employee updates and leadership presentations.

Who should participate in executive media training?

Executives, board members, founders and anyone representing an organization publicly should participate in executive media training, especially if they will be quoted, interviewed or leading during sensitive moments.

Author

Jo Trizila, Founder & CEO, TrizCom Public Relations

Jo Trizila leads Dallas‑based TrizCom PR, an award‑winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middle‑market companies and national brands, with deep experience in crisis communications, expert positioning and data‑driven media strategy.

Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit.

For more information contact jo@trizcom.com or 214-242-9282.

How Does Public Relations Help Companies Appear In AI Search Results?

Public relations helps companies appear in AI search results by creating content and building credibility through mentions in authoritative third-party sources, such as news outlets, podcasts and trade publications. AI models rely on trusted external data to generate answers. They look beyond keywords and websites and instead prioritize earned media, consistent messaging and structured content they can process and cite. When PR is done well, it establishes your brand as a reliable source AI systems feel confident referencing.

It also starts with great, fresh content that answers questions. PR is communication at its core, which is why PR teams are well-positioned to write content that is clear, accurate and ready to be referenced across the web.

For chief marketing officers and business owners, this shift changes how visibility is earned. Being discoverable now depends on what you publish about yourself and on what credible sources say about you.

Why do AI search tools rely on public relations signals?

AI systems summarize information rather than display ranked links. To do that, they pull from sources they recognize as accurate and independent.

Those sources include:

• National and regional news outlets

• Trade publications and analyst reports

• Podcasts and interview platforms

• Expert bylines and quoted commentary

PR places your brand inside those environments, which AI models treat as trusted training data.

How does PR build trust and authority for AI systems?

AI models learn patterns. When your company appears repeatedly in respected outlets through interviews, quotes and features, the system begins to associate your brand with credibility.

PR builds trust by:

• Securing consistent earned media mentions

• Positioning executives as expert sources

• Reinforcing the same message across multiple publications

Over time, this teaches AI tools that your brand is a dependable authority within its category.

How does PR shape what AI says about your brand?

AI summaries are influenced by the information already available across the web. If that information is inconsistent or incomplete, the output will be too.

PR shapes your brand narrative by:

• Aligning messaging across earned and owned channels

• Reinforcing accurate descriptions of your products and expertise

• Reducing the likelihood of outdated or misleading summaries

This consistency helps AI systems present your company clearly and accurately.

Why does earned media acts as training data for AI models?

Executive interviews, contributed articles and podcast appearances provide context AI systems value. These formats explain who you are, what you do and why it matters in plain language.

Earned content works as training data because it:

• Comes from third-party AI already trusts

• Includes real explanations instead of marketing copy

• Offers quotable statements AI can reuse

This is one reason executive visibility outperforms brand-only content.

How do press releases help with AI search visibility?

Press releases remain useful when they are written for clarity and structure rather than promotion.

Well-structured releases:

• Follow predictable formats AI can parse

• Reinforce consistent terminology

• Serve as reference points for news coverage

When press releases lead to earned coverage, they strengthen AI recognition even further.

Why relevant mentions matter more than volume?

AI systems favor relevance over reach. A mention in the right trade publication often carries more weight than broad coverage in unrelated outlets.

PR drives relevant mentions by:

• Targeting niche and industry-specific media

• Securing analyst and expert commentary

• Aligning placements with buyer search behavior

This ensures your brand appears in the conversations AI prioritizes.

What PR strategies improve AI visibility most?

Targeted media relations

Focus on outlets AI models frequently reference, including major news organizations and respected industry publications.

Thought leadership

Place executives in interviews and bylines that explain category challenges and solutions in clear terms.

Structured press releases

Use consistent language, clear headlines and factual framing to support AI ingestion.

Consistent brand story

Repeat the same positioning across earned and owned content so AI systems recognize patterns.

Crisis preparedness

Plan for how AI might summarize sensitive situations and have processes in place to correct inaccuracies quickly.

How TrizCom PR supports AI search visibility

TrizCom PR helps middle-market companies strengthen AI discoverability through earned media strategy and executive positioning. Our approach focuses on placing brands inside trusted sources AI systems already use, reinforcing consistent narratives and producing structured content that supports accurate summaries.

Want your brand to show up in AI answers when buyers ask the questions?

When AI systems decide which brands to mention, they rely on trust, repetition and clarity. Public relations supplies all three by placing your expertise inside the sources AI already trusts.

If your company is investing in AI, content and visibility but still is not appearing in AI-generated answers, it is time to look beyond keywords. Strategic PR helps ensure your brand becomes part of the data AI uses to explain your category.

If you want to understand how your brand is currently represented in AI search results and what it would take to improve that visibility, talk with the team at TrizCom PR. A focused conversation can help you identify gaps, opportunities and a clear path to becoming a trusted source AI systems recognize and reference.

Frequently asked questions about PR and AI search

How long does it take PR to influence AI search results?

PR can quickly influence AI search results, especially when you consistently earn coverage (the opposite of SEO, which sometimes takes months to rank). Stronger citation patterns typically emerge after sustained placements across multiple authoritative sources, as AI systems respond to repetition in credible environments.

Can AI tools pull from press releases directly?

AI tools can pull from press releases directly, but press releases matter most when trusted outlets pick them up, reference them or use them as source material. A release that stays on your site often has less influence than a release that leads to third-party coverage.

Is PR more important than SEO for AI visibility?

PR is not more important than SEO for AI visibility because they do different jobs. PR builds trust and authority signals through third-party validation. SEO improves structure, crawlability and clarity on your owned channels. Most brands need both to show up reliably in AI answers.

Do podcasts and interviews help with AI search?

Yes, podcasts and interviews help with AI search because they provide context-rich explanations and quotable expert commentary. AI systems frequently reference interview-based content when it appears on platforms or publications they trust.

Does company size affect AI visibility?

No, company size does not affect AI visibility as much as authority signals do. AI systems tend to reward brands that show consistent expertise in credible sources. Middle-market companies often compete well when their executives are visible and their messaging stays consistent.

What types of outlets matter most for AI?

The outlets that matter most for AI are national business media, respected trade publications and analyst-driven platforms. These sources tend to carry more weight because AI systems treat them as higher-confidence references.

Can inconsistent messaging hurt AI summaries?

Yes. Inconsistent messaging and conflicting numbers undermine AI summaries because AI systems struggle to determine accuracy. When your company is described differently across interviews, bylines, bios and coverage, AI outputs can become vague, outdated or outright incorrect.

How do you correct AI misinformation about a brand?

You correct AI misinformation about a brand by publishing clearer, more consistent information in sources AI trusts. That usually means reinforcing accurate details through earned media, executive commentary and updated owned content hubs that AI systems frequently reference.

Should executives be visible or should brands speak alone?

Executives should be visible because AI models rely heavily on human expertise signals. When executives are quoted, interviewed or published as authors, AI systems have more context to cite, which often leads to stronger brand attribution than brand-only messaging.

How do you measure AI search impact?

You measure AI search impact by tracking how often your brand is mentioned in AI tools and how accurately it is described. Look for patterns in brand mentions across platforms, referral traffic from AI sources and whether earned coverage lines up with what AI systems are summarizing.

Everyone has a story to tell. Let TrizCom PR tell yours.

Author

Jo Trizila, Founder & CEO, TrizCom Public Relations

Jo Trizila leads Dallas‑based TrizCom PR, an award‑winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middle‑market companies and national brands, with deep experience in crisis communications, expert positioning and data‑driven media strategy.

Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit.

For more information contact jo@trizcom.com or 214-242-9282.

The Best Crisis Communication Examples for 2025

Every year, brands make public relations mistakes that turn into case studies. These crisis communication examples show how fast trust can drop when leadership treats an emotional moment like a routine update, waits too long to speak or talks like a legal memo while stakeholders feel the impact in real time.

The pattern is simple. A crisis creates an information vacuum. If you do not fill it with clear facts, human tone and practical next steps, someone else will. Social media will. Reddit will. A competing narrative will. Once that version takes hold, even a good response can look late.

TL;DR

• A crisis is a fast-moving event that can harm people, operations, finances or trust

• The first goal is stability, not a perfect explanation

• Publish one source of truth with timestamped updates

• Pick one spokesperson, limit mixed messages

• Lead with care, then facts, then next steps

• Keep promises about when the next update is coming

What is considered a crisis

A situation is considered a crisis when it creates real stakes and real urgency. Stakes can include safety risk, service disruption, legal exposure, financial impact or reputation damage that threatens future business. Urgency shows up when facts are incomplete, pressure is rising and decisions must be made quickly. If the event pulls in multiple audiences at once, employees, customers, partners, regulators, media and requires a cross-functional response, it has crossed into crisis territory.

What is crisis communications

Crisis communications is the coordinated work of sharing accurate, timely information during a high-stakes event while protecting people, operations and long-term trust. It covers what you say, when you say it, who says it and where it is published. The goal is not to “spin” a situation. The goal is to reduce confusion, prevent harm, support affected people and keep stakeholders informed as facts evolve. Strong crisis communications pairs empathy with clarity and uses one consistent update hub.

Top 11 Crisis Communications Events of 2025

Below is my list of 10 2025 crisis PR examples followed by past examples that still hold up. Each one includes what went wrong, what a stronger crisis response could have looked like and the takeaway you can steal for your own crisis management plan.

1) Dallas Mavericks trade Luka Dončić

The Dallas Mavericks traded Luka Dončić and announced it overnight on February 2, 2025. Fans woke up to a decision that felt abrupt and personal, not just strategic. The backlash moved from social posts to protests outside the arena, including a mock funeral. Local coverage stayed on the story for weeks because the team did not control the conversation early.

What went wrong

They treated a high-emotion moment like a routine transaction. The first wave of communication did not acknowledge what fans were losing. Leadership appeared reactive, then defensive, which kept the story alive.

What they should have done

They needed a planned rollout that treated fans as stakeholders, not an audience. That starts with a clear statement from leadership explaining the reasoning in plain language paired with a visible tribute to Luka’s legacy.

They also needed a listening phase. Hold a structured media availability with one spokesperson, share what the team can say and what it cannot, then commit to a second update within 24 to 48 hours. Most importantly, stop escalating tension in the arena. If fans show up upset, the organization’s job is to lower the temperature, not raise it.

What we learned

You can make a smart business move and still create a trust problem. Timing and tone decide whether stakeholders feel respected or dismissed. If your most loyal supporters feel blindsided, they will tell the story for you.

2) Astronomer Coldplay kiss cam scandal

Astronomer went from niche tech company to household name in a single weekend, but not because of its product. A kiss cam clip at a Coldplay concert showed two senior leaders, which turned into instant scrutiny around workplace ethics and leadership conduct. Internet sleuths identified the individuals within hours and the story shifted from gossip to governance. The company placed the executives on leave, opened an investigation and both leaders later exited. Astronomer then tried to redirect attention with a humorous, celebrity-led creative spot.

What went wrong

The real crisis was not the brand awareness spike. The crisis was executive behavior and the power dynamics implied by two leaders at the top. The company also lost the first day to silence, which gave the internet time to write its own version of events. The humor pivot created mixed reactions because many stakeholders wanted clarity and accountability first.

What they should have done

They needed a same-day holding statement that did three things: acknowledge awareness, confirm an independent investigation process and reaffirm leadership standards. Keep it short. Keep it human. Save humor for later, if it fits at all.

Next, run a disciplined update cadence tied to decision points: who is leading interim operations, when the investigation concludes, what changes will follow. If the company still wanted creative reframing, it needed to come after visible accountability and internal culture actions so the tone matched the substance.

What we learned
Virality can turn a company into a household name overnight, but that is not a win if the story is executive conduct. The first day matters. Silence invites speculation that is hard to unwind.

3) American Eagle Great Jeans campaign

In the Fall of 2025, a denim campaign sparked controversy because the messaging was read by some audiences as echoing sensitive themes around genetics. The conversation spread quickly across social platforms and traditional media. What the brand intended as playful wordplay became a broader cultural debate. The spokesperson and the brand responded later, but the story had already taken its shape.

What went wrong

The campaign was not stress-tested for interpretation risk. The response window looked slow, which let others define intent. The follow-up messaging focused on the original creative idea rather than addressing why the interpretation landed.

What they should have done

Before launch, they needed a red-team review: read the copy like a critic, then rewrite until the double meaning disappears. If the campaign is already live, the first response should validate concerns without arguing with them. Clarify intent, remove or revise the element causing harm and explain the change clearly.

Then shift to proof. Share what internal review steps are changing, how future campaigns will be tested and what representation and inclusion look like in practice. People do not need a lecture. They need clarity and action.

What we learned

If a line can be interpreted two ways, the internet will choose the one that creates friction. Cultural meaning moves faster than brand intent. Creative review needs a “how could this be read badly” step, every time.

4) Cracker Barrel logo redesign and reversal

In August of 2025, Cracker Barrel rolled out a brand refresh that included a logo change, then faced public backlash. The company reversed course and restored the old logo and brand elements. Executive changes followed as leadership tried to reset attention back to the guest experience. The episode turned a design decision into a reputational story.

What went wrong

They changed a symbol people feel protective of before explaining the reason. The explanation arrived after the reaction, so the reaction became the headline. The reversal looked reactive, which can make a brand feel unsteady even when it is trying to listen.

What they should have done

If a legacy brand wants to modernize, it needs a story that respects what people value. Explain the purpose first, show the evolution and test the rollout in smaller markets before a full switch. Treat brand change like change management, not like swapping a file.

They also needed better signal detection. Volume alone is not insight. Separate real customer feedback from coordinated amplification, then respond to the stakeholders who actually sustain the business.

What we learned

Changing a beloved symbol without a story creates a vacuum and people fill it fast. A reversal can look like listening, but it can also look like instability if the brand cannot explain the “why.” Not all outrage is customer outrage, so validation matters.

5) Camp Mystic Texas Hill Country flood

Over the July 4, 2025 holiday weekend, catastrophic flash flooding swept through Texas Hill Country, including the Guadalupe River area near Hunt, Texas where Camp Mystic operates. Camp Mystic later confirmed that 27 campers and counselors died. As search and rescue continued, families and the public looked for real-time updates, safety details and clear points of contact. Reporting also noted that Camp Mystic’s first formal website statement came after families and friends had already turned to social media for information.

What went wrong

In fast-moving disasters, information gaps become part of the crisis. Public reporting raised questions about response timing, including that evacuation began after a National Weather Service alert. Communication also appeared fragmented early on, with many people relying on unofficial channels while the situation was still unfolding.

What they should have done

First, camps in flood-prone regions need a crisis plan built around speed and redundancy. That includes hard evacuation triggers tied to weather alerts, overnight monitoring, flood gauges and multiple ways to reach every cabin and staff member if power and cell service fail. It also includes a separate family communications system that does not depend on staff posting updates in the middle of an emergency.

Second, once the crisis begins, the organization needs a single information hub and a predictable update rhythm. Set up a hotline and a dedicated webpage with time-stamped updates, what is confirmed, what is still being verified and where families can get help. Coordinate messaging with local emergency management so the public hears consistent facts and families do not feel pushed toward rumor-filled threads for answers.

What we learned

Natural disasters turn into reputation crises when stakeholders cannot get timely, trusted information. The most effective crisis communication is operational, not performative: clear triggers, redundant tools and a family-first update system. Post-crisis, the only path forward is transparency on what changed, plus visible safety upgrades that people can verify.

6) Target

In early 2025, Target said it would end its three-year DEI goals and wind down its REACH initiative, citing an “evolving external landscape.” The decision drew immediate public scrutiny because many people associate Target with values-led branding. Some community leaders and shoppers called for boycotts and sustained pressure campaigns, keeping the story in the news cycle well beyond a typical corporate announcement.

What went wrong

Target framed the change as a planning or positioning update, but many audiences experienced it as a reversal. The public messaging left space for others to assign motives, which widened the perception gap. The response also lacked a clear explanation of what would stay the same and what would change in day-to-day practices.

What they should have done

They needed to communicate in concrete terms, not umbrella language. A stronger approach would have spelled out what commitments were continuing, what programs were evolving and what metrics would still be tracked. Share a short FAQ that answers the questions people actually ask in these moments: what changes for employees, what changes for suppliers, what changes for community investment and what is non-negotiable.

They also needed a listening plan that matched the intensity of the reaction. That can include pre-briefs with key stakeholder groups, then a clear cadence of updates with one consistent spokesperson. If the company wanted to reposition language, it still needed to show continuity through visible actions and reporting that people can verify over time.

What we learned

Policy statements land as identity and trust, not corporate process. If you change something tied to values, you have to communicate what stays true, not only what is ending. Vagueness invites other people to define intent.

7) OpenAI ChatGPT mental health and safety lawsuits

In 2025, OpenAI faced a wave of public scrutiny tied to how ChatGPT responds to people in emotional distress, including minors. The most high-profile coverage centered on a wrongful-death lawsuit filed by a teen’s family who alleged the chatbot contributed to harmful outcomes. The story expanded beyond one case into a broader question about whether current safeguards are strong enough for vulnerable users. OpenAI responded by outlining new mental health guardrails for teens and people in crisis, including additional controls and crisis detection improvements.

What went wrong

This was not a standard PR crisis where a statement fixes the problem. The core issue was the gap between product capability and user safety expectations, especially when the user is a teen or in distress. As lawsuits and reporting stacked up, the narrative became “platform responsibility” instead of “isolated incident.”

What they should have done

OpenAI needed to treat this like a safety event with public accountability, not a reputational flare-up. That means a clear, centralized safety hub that explains what the system does when someone signals distress, what it will not do and how escalation works. It also means publishing measurable safety commitments, then reporting progress on a predictable schedule so the conversation is grounded in proof, not promises.

They also needed stronger guardrails that are easy to understand and hard to bypass for minors. Parental linking, teen-specific defaults, clearer warnings and better crisis routing all help, but credibility increases when safeguards are validated by independent experts and user research, then shared in plain language. When the topic is mental health, tone matters. The company has to lead with care for affected families, not corporate defensiveness.

What we learned

When a product touches mental health, trust is built through safety design and transparent follow-through. In these moments, “we take this seriously” is not enough because stakeholders want to see what changed. The brands that hold up best treat safety as a product feature that ships, gets measured and gets updated in public.

8) Hertz

Hertz disclosed that customer information was accessed after a threat actor exploited vulnerabilities in Cleo file transfer software used by a vendor. Hertz said it confirmed on February 10, 2025 that data had been acquired by an unauthorized party connected to attacks that occurred in late 2024. The notice described the types of information that may have been involved, including identification and contact details, with some individuals potentially affected more severely depending on the records involved.

What went wrong

The company faced the classic “it was a vendor” problem. Most customers do not separate vendor responsibility from brand responsibility, especially when identity risk is involved. The delay between the underlying intrusion window and consumer notification also creates frustration because people feel they lost time to protect themselves.

What they should have done

They needed to lead with customer protection, then explain the vendor chain. That means a breach hub that is easy to find, plain-language updates and a checklist of immediate steps people can take, even while forensic work continues. Put the highest-risk groups first and communicate directly with those individuals as early as possible.

They also should have tightened the tone around accountability. “Third-party incident” can sound like finger-pointing if it is not paired with clear ownership: what Hertz is doing now, what controls will change and how the company will validate improvements. A post-incident report, written for non-technical readers, would help restore confidence.

What we learned

In a breach, customers judge outcomes, not root causes. Vendor incidents still belong to the brand in the public’s mind. Speed, clarity and practical guidance reduce long-tail distrust.

9) Tesla and Elon Musk DOGE role backlash

Elon Musk became the public face of the White House’s Department of Government Efficiency known as DOGE even as the White House said in court filings that Musk was not a DOGE employee and had no formal decision authority. The visibility of the role triggered a consumer backlash that moved into the real world through #TeslaTakedown protests at Tesla locations. The situation blurred Tesla’s brand with Washington politics and created negative attention across key markets. The White House later publicly showcased support for Tesla, which kept the story connected to politics rather than products.

What went wrong

The core issue was brand entanglement. Tesla became a proxy target for opinions about Musk’s government role and federal cuts, even though the company is a separate entity. Messaging also struggled to clarify the difference between Musk’s public persona, Musk’s advisory role and Tesla’s operations, leaving a perception gap that others filled quickly.

What they should have done

This required a clear firewall narrative, repeated consistently. Tesla could have separated “Musk the adviser” from “Tesla the company” with a short, plain-language statement that explained governance, decision-making and who speaks for Tesla on operational matters. Then reinforce it with actions: elevate additional executive spokespeople, increase visibility for product and safety leadership, publish a predictable cadence of customer-first updates that do not touch politics.

They also could have planned for stakeholder reaction the way they plan for product launches. That means scenario planning for boycotts and protests, employee communications that prepare store teams, retailer guidance for handling in-person demonstrations and a monitoring plan that tracks reputation by region. The goal is not to argue with critics. The goal is to reduce ambiguity so customers, employees and investors know what Tesla is accountable for and what it is not.

What we learned

When a founder becomes a political symbol, the brand can inherit political heat whether it wants it or not. “Clarifying later” rarely works because public narratives move faster than corporate explanations. A visible firewall and steady spokesperson strategy can reduce long-tail damage, especially when protests and boycotts move offline.

10) American Airlines Flight 5342 midair collision near Washington DC

On January 29, 2025, an American Eagle regional jet operating as American Airlines Flight 5342 collided midair with a US Army Black Hawk helicopter near Ronald Reagan Washington National Airport. All 67 people on both aircraft died including 28 members of US Figure Skating Association’s figure skating community, making it one of the deadliest US aviation disasters in decades. The story dominated national news immediately and families, regulators, elected leaders and the public looked for clear information fast. American Airlines’ CEO issued video statements and the company used its newsroom updates as the incident investigation unfolded.

This one hit hard for me on a personal level because my daughter is a figure skater and seeing the skating community connected to the coverage made it feel close to home.

What went wrong

In tragedies of this scale, “wrong” is not only about what caused the event. It is also about how quickly misinformation spreads when facts are incomplete. The pressure point is the first two to six hours, when people search for answers and every gap gets filled by speculation.

What they should have done

Treat the first statement as a stabilizer, not a full explanation. Confirm what is known, state what is not yet known, explain what the company is doing next and point everyone to one source of updates that stays current. Repeat that cadence on a predictable schedule, even if the update is short.

Then separate audiences. Families need a dedicated channel and support resources that do not compete with media updates. Customers and the public need operational clarity, travel guidance and a clear commitment to cooperate with investigators. Regulators and elected officials need direct lines and consistent facts. This is one of the clearest moments where a single, disciplined message map reduces confusion and protects credibility while investigations run their course.

What we learned

In a mass-casualty crisis, speed and clarity matter, but discipline matters more. One trusted update hub, one spokesperson plan and a predictable rhythm can prevent speculation from becoming the narrative. When facts are limited, the company that communicates what it knows and what it is doing next earns more trust than the company that waits for perfect information.

Older crisis communication examples that still hold up

The 2025 examples show how crises move now: faster, louder, and shaped by emotion before facts are complete. The older examples are worth revisiting because the mechanics never changed. Leaders still wait too long, talk in corporate language when people want plain truth, and underestimate how quickly a vacuum gets filled. These cases may be years old, but the failures are current. Read them as pattern recognition. If you can spot the same missteps early in your own organization, you can correct course before the headline hardens.

1. Bud Light’s Marketing Misfire: Alienating Core Customers

Bud Light, one of the biggest beer brands in America, attempted to expand its audience by partnering with transgender influencer Dylan Mulvaney. However, the campaign sparked backlash from conservative customers, leading to widespread boycotts. Sales plummeted by 24%, and the company lost its position as America’s top-selling beer.

What Went Wrong?

Bud Light failed to anticipate the potential backlash from its existing customer base. The brand launched the campaign without a clear messaging strategy and, when faced with criticism, offered no decisive response—leaving both supporters and detractors confused.

Crisis Communication Examples: What They Should Have Done

Bud Light needed a cohesive crisis PR strategy from the start. First, they should have prepared for pushback and preemptively crafted messaging that reinforced their commitment to inclusivity while also addressing the concerns of longtime consumers. Instead of a vague and inconsistent response, a clear and unified crisis communication strategy would have helped manage public sentiment.

Additionally, an effective crisis communication plan should have included internal and external communication strategies to align all team members and ensure a consistent message across social media channels and press statements.

2. Twitter (X) and Elon Musk’s PR Nightmare

Elon Musk’s takeover of Twitter, now rebranded as X, quickly became a PR disaster. Sudden mass layoffs, erratic policy changes, and the reinstatement of controversial accounts led to a massive exodus of major advertisers and a sharp decline in user trust.

What Went Wrong?

The chaos stemmed from a lack of transparency in Musk’s leadership. His approach was abrupt, often relayed through spur-of-the-moment tweets instead of structured crisis response statements. This mismanagement led to significant damage to public trust and loss of key business partnerships.

Crisis Communication Examples: What They Should Have Done

Musk needed a phased crisis management strategy that reassured advertisers and users during the transition. Hosting industry roundtables, offering transparency into upcoming changes, and rolling out new policies gradually rather than all at once could have maintained stability and trust. A well-developed crisis communications plan with structured messaging and team members trained in effective crisis communication could have helped mitigate long-term reputational damage.

3. OceanGate’s Titan Tragedy: A PR Catastrophe

The OceanGate Titan submersible disaster made global headlines when the vessel imploded during a deep-sea expedition to the Titanic wreckage. The company had ignored previous safety warnings, and its dismissive PR response only worsened the crisis.

What Went Wrong?

Instead of addressing valid safety concerns, OceanGate downplayed risks and even mocked experts who raised warnings. Their initial response lacked empathy, further eroding public trust and intensifying media scrutiny.

Crisis Communication Examples: What They Should Have Done

The company should have implemented a real-time crisis response strategy that prioritized transparency and public reassurance. Acknowledging concerns early, outlining clear safety protocols, and committing to an independent investigation would have demonstrated effective crisis management. OceanGate also needed an internal and external communication framework to align messaging across all platforms, including social media channels and press releases.

4. Balenciaga’s Disturbing Ad Campaign

Luxury brand Balenciaga faced global outrage after releasing an ad campaign featuring children holding teddy bears dressed in BDSM-style harnesses. The disturbing imagery led to accusations of child exploitation, causing celebrities and customers to sever ties with the brand.

What Went Wrong?

Balenciaga’s lack of internal review processes resulted in a damaging public relations crisis. Their delayed response and attempts to shift blame onto external creatives only worsened public sentiment.

Crisis Communication Examples: What They Should Have Done

A strong crisis management plan would have included thorough content review processes and real-time response protocols. Balenciaga needed effective crisis communication—an immediate, unequivocal apology combined with proactive corrective measures such as partnerships with child advocacy organizations to restore public trust.

5. Southwest Airlines’ Holiday Meltdown

During the 2022 holiday season, Southwest Airlines faced a PR nightmare when an outdated scheduling system caused thousands of flight cancellations, stranding passengers for days.

What Went Wrong?

Instead of communicating early and transparently, Southwest provided limited updates, leading to confusion and frustration among travelers. The lack of real-time crisis response made the situation worse.

Crisis Communication Examples: What They Should Have Done

Southwest needed a crisis communication strategy that included frequent and transparent updates, clear refund policies, and a long-term plan for system upgrades. An effective crisis management approach would have prioritized internal and external communication, ensuring that customers and employees received consistent messaging.

6. Pepsi’s Kendall Jenner Ad Backlash

Pepsi’s 2017 commercial featuring Kendall Jenner attempting to diffuse a protest by offering a police officer a can of soda was widely condemned for trivializing social justice movements.

What Went Wrong?

Pepsi failed to recognize the sensitivity of the topic and did not anticipate the backlash from audiences who viewed the ad as tone-deaf. The company’s attempt to appear socially aware backfired, leading to accusations of exploiting serious issues for commercial gain.

Crisis Communication Examples: What They Should Have Done

Pepsi should have employed a diverse crisis communication team to assess the potential impact of the advertisement before its release. A stronger internal review process and direct engagement with activists could have helped prevent the crisis. Additionally, a more heartfelt and direct apology, rather than pulling the ad without explanation, would have been a better crisis response.

7. Boeing’s 737 MAX Crisis

Boeing faced an unprecedented PR disaster when two 737 MAX aircraft crashed, killing 346 people due to faulty software.

What Went Wrong?

Boeing initially attempted to downplay the issues and delayed grounding the aircraft, leading to erosion of public trust. Regulatory agencies and passengers lost confidence in the company.

Crisis Communication Examples: What They Should Have Done

Boeing needed to take immediate accountability and prioritize passenger safety by proactively grounding the aircraft. A transparent and remorseful approach, combined with a clearly outlined corrective action plan, would have improved crisis communication and restored confidence in the brand.

8. United Airlines Passenger Removal Incident

In 2017, a United Airlines passenger was forcibly removed from an overbooked flight, and disturbing footage of the incident went viral. The passenger, a doctor, was dragged off the plane by law enforcement after refusing to give up his seat. The public outrage was immediate, with calls to boycott United Airlines.

What Went Wrong?

United Airlines’ initial response was defensive, stating that the passenger was "re-accommodated" instead of addressing the excessive force used. The airline’s CEO then issued a half-hearted apology, failing to acknowledge the harm caused. This lack of transparency and poor crisis response fueled further backlash.

Crisis Communication Examples: What They Should Have Done

United Airlines should have immediately acknowledged the situation and taken responsibility. A sincere apology, coupled with a pledge to review and change its overbooking policy, could have helped ease public anger. Additionally, real-time crisis communication via social media would have allowed the company to control the narrative instead of letting the viral video dominate public perception.

9. Facebook’s Cambridge Analytica Scandal

In 2018, it was revealed that Cambridge Analytica had improperly harvested data from 87 million Facebook users without their consent and used it for political advertising. The scandal raised major concerns about data privacy and misuse of personal information.

What Went Wrong?

Facebook delayed acknowledging the breach, allowing negative media coverage to spread unchecked. The company's CEO, Mark Zuckerberg, waited too long before publicly addressing the issue. The platform’s lack of transparency and poor internal crisis management led to regulatory scrutiny and a major loss of trust among users.

Crisis Communication Examples: What They Should Have Done

Facebook needed a proactive crisis management strategy, ensuring that users were informed as soon as the data breach was uncovered. Immediate action, such as implementing new privacy policies and issuing a clear, apologetic statement from leadership, would have helped restore public trust. Partnering with independent auditors to verify changes in data security could have further demonstrated commitment to change.

10. Chipotle’s Food Safety Scandal

Between 2015 and 2018, Chipotle faced multiple foodborne illness outbreaks, including E. coli, norovirus, and salmonella, which sickened hundreds of customers. The outbreaks raised concerns about the company’s food safety practices.

What Went Wrong?

Chipotle's slow crisis response and lack of transparency exacerbated the damage. The company failed to immediately identify the sources of contamination and did not reassure customers with a clear action plan. Sales plummeted, and Chipotle's reputation suffered long-term damage.

Crisis Communication Examples: What They Should Have Done

Chipotle needed to implement a robust crisis communication strategy, immediately acknowledging the issue and outlining the corrective steps being taken. A strong internal and external communication plan would have reassured the public and prevented further speculation. Investing in more rigorous food safety procedures and publicly committing to enhanced quality control measures would have helped rebuild consumer confidence.

 Crisis Communications FAQ

How do we know if something is a crisis or just a tough day?

A crisis is any event that threatens people’s safety, your ability to operate, your financial stability or trust with key stakeholders. The quick test is consequence plus speed: facts are incomplete, the situation is moving fast and choices made in hours can change outcomes. A service outage is a tough day until it creates safety risk, major customer loss, regulatory exposure or viral attention. If you need a cross functional war room and a single source of truth, treat it as a crisis.

What should happen in the first hour of a crisis?

In the first hour, aim to stabilize, not to explain everything. Confirm what is known, flag what is not confirmed, assign a decision lead and pick one spokesperson. Create one update hub, even if it is a simple newsroom post. Draft a holding statement that acknowledges the situation, shows care for affected people and commits to the next update time. Brief employees so they do not learn the story from social media. Start monitoring for misinformation and urgent customer impacts.

What is a holding statement and why does it matter?

A holding statement is a short first message used when events are unfolding and you do not yet have full facts. It buys time without sounding evasive. A strong holding statement acknowledges awareness, expresses care for affected people and explains what you are doing next. It points everyone to one place for updates and includes a time for the next check-in. The goal is to reduce speculation while your team verifies details, coordinates with partners and makes operational decisions.

Who should be the spokesperson during a crisis?

Choose a spokesperson who can speak credibly, calmly and consistently to the audiences that matter most in that moment. For operational disruptions, a senior operations leader often works well. For safety incidents, the CEO may be needed, supported by a subject matter expert. For legal or regulatory issues, pair leadership with clear process language, not legal jargon. Limit the number of voices. One primary spokesperson reduces contradictions. Prepare a backup and rotate when fatigue sets in.

How do we balance legal risk with human tone?

Legal review matters, but legal tone can damage trust. Balance comes from separating facts, empathy and commitments. State what is confirmed, avoid speculation and do not over-promise. At the same time, acknowledge impact in plain language and name who you are prioritizing, such as customers, employees or families. Use process language like “we are reviewing” and “we will share updates as facts are confirmed.” Keep messages short, consistent and readable by a non-lawyer. Confirm a next update time.

What is the role of internal communications in a crisis?

Internal communications keeps teams aligned, reduces rumor spread and protects culture. Employees are stakeholders and also amplifiers. If they feel blindsided, they may fill the information gap themselves, even with good intentions. A strong internal update covers what happened, what is confirmed, what is not, what to say if asked, where to route inquiries and what support is available. Repeat the message across shifts and channels. Timestamp changes so people can follow the latest guidance.

How do we respond to misinformation and viral rumors?

Start by judging harm. If a rumor creates safety risk, legal risk or reputational damage, correct it quickly with one clear fact and a link to your update hub. Avoid repeating the false claim in detail because that can spread it further. Use timestamped updates so people can see what changed and when. If a credible third party can validate the correction, that often increases trust. Also fix the conditions that fuel rumors, like silence or scattered statements.

When is an apology appropriate and what should it include?

Apologize when your organization caused harm, contributed to harm or failed to meet a reasonable standard of care. A useful apology is specific. Name what happened, acknowledge impact and take responsibility for your part. Then explain what changes next so the issue does not repeat. Avoid conditional phrasing like “if anyone was offended.” If you cannot share details yet, apologize for the experience, describe the review process and commit to a timeline for updates and next steps.

How often should we provide updates during an active crisis?

Update frequency should match stakeholder anxiety and the pace of change. In the first day, a predictable rhythm helps even if updates are brief. Many teams post hourly early on, then shift to every few hours as facts stabilize. The key is to keep promises. If you say “next update at 3 p.m.” deliver it. Use timestamps and version control so media and customers can track changes. If nothing new is confirmed, say that and restate what happens next.

What should we do after the crisis is over?

After the immediate crisis, move into recovery and proof. Hold a debrief within two weeks while details are fresh. Document what happened, what decisions were made, what worked and where delays occurred. Update the crisis plan, message map and contact lists. Share a plain-language post incident summary with stakeholders when appropriate, including what changed in operations, training or controls. Track long-tail trust signals like customer churn, employee sentiment and media framing, then adjust plans and training based on what you learn.

Need Help Navigating a Crisis?

At TrizCom PR, we specialize in crisis communication strategy and reputation management. Whether you’re dealing with a PR crisis or need a crisis management plan, we’ve got you covered.

Contact us today to safeguard your brand’s reputation.

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

Crisis Communication Examples Frequently Asked Questions (FAQ)

What is crisis communication in PR?

Crisis communication in PR refers to strategies companies use to manage and respond to crises that threaten their reputation. It involves proactive planning, clear messaging, and timely responses to control the narrative and minimize public backlash. Effective crisis communication helps maintain trust, engage stakeholders, and implement corrective actions to restore credibility.

Why do companies need a crisis communication plan?

A crisis communication plan helps companies respond effectively to PR disasters by outlining clear protocols, designated spokespeople, and communication strategies. This minimizes confusion and ensures a swift, unified response to protect the brand’s reputation. It also prepares teams to handle media inquiries, mitigate misinformation, and restore public trust through proactive engagement and strategic messaging.

What are some key elements of an effective crisis management strategy?

An effective crisis management strategy includes:
Preparation: Identifying potential crises and having response plans in place.
Transparency: Providing honest and timely updates to maintain credibility.
Consistency: Ensuring all messaging aligns across media channels.
Accountability: Taking responsibility and outlining corrective actions.
Engagement: Communicating directly with stakeholders and the public.
Adaptability: Adjusting crisis responses as situations evolve.
Monitoring: Using media tracking tools to assess impact and adjust strategies accordingly.

How did Bud Light’s crisis PR mistake affect its brand?

Bud Light’s partnership with a transgender influencer led to backlash from conservative consumers, causing a significant drop in sales. The brand’s failure to anticipate and address the controversy resulted in widespread boycotts, negative media coverage, and a loss of brand trust among its core audience. The company struggled to regain consumer confidence and market stability.

What could Twitter (X) have done differently during Elon Musk’s takeover?

Twitter (X) should have implemented a phased crisis management strategy that reassured advertisers and users during the transition. Hosting industry roundtables, providing transparency into policy changes, maintaining stability, and strengthening internal communication could have prevented mass advertiser pullouts, reduced user distrust, and ensured a smoother transition with minimal reputational damage.

What lessons can brands learn from OceanGate’s Titan disaster?

OceanGate’s dismissive response to safety concerns worsened the crisis. Brands must prioritize transparency and public reassurance during emergencies. A commitment to safety, independent investigations, and immediate acknowledgment of concerns could have mitigated the backlash. Establishing clear crisis communication plans, engaging experts for risk assessments, and maintaining open dialogue with stakeholders can strengthen credibility and prevent long-term reputational damage.

How did Balenciaga mishandle its PR crisis?

Balenciaga failed to properly vet an ad campaign that led to accusations of child exploitation. Their delayed response and attempt to shift blame only intensified the controversy. The company needed an immediate, unequivocal apology and stronger content review processes. Implementing stricter internal approval procedures, engaging crisis management experts, and swiftly addressing concerns with corrective action could have helped restore public trust.

What was Pepsi’s biggest mistake with the Kendall Jenner ad?

Pepsi’s ad was criticized for trivializing social justice movements. The company failed to conduct proper cultural sensitivity reviews before releasing the campaign. Involving diverse perspectives and engaging with activists before the ad launch could have prevented backlash. Additionally, Pepsi should have issued a more immediate and genuine apology, while committing to initiatives that support the communities affected by the campaign’s missteps.

How did Boeing’s response to the 737 MAX crisis damage its reputation?

Boeing initially downplayed the seriousness of the two crashes and delayed grounding the aircraft, which led to loss of public trust and regulatory scrutiny. Immediate accountability, proactive grounding of planes, and transparent communication with safety agencies could have minimized the fallout. Additionally, a commitment to enhanced safety measures, improved pilot training, and a clear plan for rebuilding confidence among passengers and airlines would have mitigated long-term reputational damage.

What are the most important steps for effective crisis communication?

• Acknowledge the crisis early.

• Communicate transparently and frequently.

• Take responsibility and provide solutions.

• Use all media channels to reach stakeholders.

• Continuously update the public on corrective actions.

• Train spokespersons to deliver consistent messaging.

• Monitor public sentiment and adjust strategy as needed.

• Engage with key stakeholders for direct feedback.

• Ensure internal teams are aligned on crisis response.

• Follow up post-crisis to rebuild trust and credibility..

How can companies restore public trust after a PR crisis?

To rebuild public trust, companies should:

•  Issue sincere apologies.

•  Take concrete steps to prevent future mistakes.

• Engage in community outreach or corporate responsibility initiatives.

• Maintain open and honest communication with consumers and stakeholders.

• Demonstrate long-term commitment to ethical business practices.

• Implement transparency measures such as third-party audits and reports.

• Foster direct engagement with affected customers and communities.

• Showcase corrective actions through media and social channels.

What role does social media play in crisis communication?

Social media allows companies to respond in real-time, manage narratives, and engage with audiences directly. However, it also amplifies negative publicity if mishandled. A well-planned social media crisis response strategy is essential for damage control. Companies should monitor conversations, address misinformation promptly, and ensure messaging is consistent across platforms. Engaging proactively with stakeholders can help rebuild trust and minimize reputational harm.

How do internal teams play a role in crisis PR management?

Internal teams should be well-prepared through crisis simulation training, clear communication roles, and established escalation procedures. Effective internal communication ensures that all employees understand messaging strategies and their role in crisis response. Cross-department collaboration, regular crisis drills, and designated response teams enhance readiness. Keeping employees informed fosters unity and ensures a coordinated approach during crises.

What industries are most vulnerable to PR crises?

Industries most susceptible to PR crises include:

• Airlines and transportation (flight delays, safety concerns)

• Tech companies (data breaches, regulatory issues)

• Food and beverage (contamination, misleading advertising)

• Fashion and retail (controversial ads, ethical concerns)

• Pharmaceutical and healthcare (product recalls, lawsuits)

How can brands prepare for potential PR disasters?

• Brands can prepare by:

• Developing a crisis communication plan.

• Training spokespersons for media interactions.

• Monitoring public sentiment through social listening.

• Establishing transparent relationships with media outlets.

• Conducting regular risk assessments.

• Creating scenario-based crisis simulations to test response strategies.

• Ensuring internal teams understand crisis protocols and their roles.

Why Avoiding PR Disasters Starts With Respecting Reporters

Smart or stupid? Hilarious or heinous? The President of the United States has once again separated our country into two camps when he called a reporter “Piggy.” Why the insult? Because he didn’t like her questions and wanted to silence her. Beyond the unnecessary shaming of a fellow human, which is the root of the issue, let’s take a look at why his name-calling falls into the stupid-move PR hall of fame and why avoiding PR disasters should always come first.

The Cost of Losing Your Cool

Now, some thought it was hilarious. A deserved comeuppance. How many times has a spokesperson been angered by a reporter’s questions and wanted to lash out? Many, many, many times. But trust me, as a professional media training program leader and crisis manager, the price you pay is simply not worth it. Here is why:

You Look Dodgy

When you deflect a question by spouting off to a reporter, you look like you are evading the subject and have something to hide. According to Harvard Business Review, leaders who respond thoughtfully under pressure maintain credibility and control over the narrative.

You Undermine Your Leadership Power

You look like a bully and a petulant child and you lose credibility with a large part of your audience. Even if you argue that members of Trump’s MAGA base loved it, elections are too close these days to erode other votes.

You Derail Your Message

The worst PR consequence of the incident is that the hours, airtime and ink spent telling the world Trump was nasty to a reporter could have been spent on a proactive, strategic message. Staying focused on message discipline is essential for avoiding PR disasters. Forbes notes that controlling your messaging during a crisis is crucial to protecting reputation.

History Repeats Itself

Bobby Knight Example

Lashing out at reporters is not a new faux pas. Another classic example comes from an ESPN interview with former Indiana Head Coach Bobby Knight after he was fired when a video emerged showing him grabbing a player. During the lengthy interview with Jeremy Schaap, Knight became frustrated with the provocative questions and told Schaap, “You have a long way to go to be as good as your dad, you better keep that in mind.”

The moment Knight said that, he derailed his message and validated the firing. Before he lost his cool, his message was positive. He had been talking about how proud he was of the program and how proud he was of the kids they turned out. Instead of staying composed and steering the topic back, he let the reporter control the narrative. This was the opposite of avoiding PR disasters. According to Pew Research, a respectful media environment helps maintain public trust in both reporters and leaders.

When I use that clip during interactive media trainings, participants’ reactions are often divided. Some see Knight as the petulant child, but others point out that he was known for his volatile leadership style, which appealed to some. True. But I challenge organizational and political leaders to decide what kind of leader they want to be and what kind of legacy they want to leave behind.

Katie Porter Example

A more modern example comes from California 2026 gubernatorial candidate Katie Porter, who was rude and condescending to a reporter giving all candidates identical interviews. Porter became combative and walked out of the interview, announcing, “I am calling it.” Her behavior prompted reporters to unearth other incidents of rudeness to staffers. Her behavior, like Trump’s and Knight’s, became the story. Reports say her support suffered as opponents questioned her ability to handle simple questions. That interview will remain part of her legacy.

A Leader’s Legacy is Shaped in Moments Like These

The same can be said about Trump. His pedestal is even higher than Knight’s and Porter’s. As president, he is expected to be dignified, honorable and composed. People want to see him confident and steady, not acting like a street fighter. His response to a simple question revealed far more about his leadership than the reporter ever intended. Respecting reporters is not only about courtesy. It is a critical part of avoiding PR disasters and maintaining a strong leadership legacy.

Ready to Strengthen Your Media Strategy?

If you want to prepare your leaders, spokespeople or organization to stay composed under pressure, protect your message and build a reputation that lasts, our award-winning PR agency is here to help. Our proprietary media training program equips leaders with the skills, confidence and message discipline needed to excel in any interview or high-stakes moment.

Explore our digital PR and communications services, learn about our internal communications solutions and read more PR insights and thought leadership.

Contact TrizCom PR today to learn how our proven media training and strategic communication services can help you avoid your next PR disaster and take control of the narrative.

Everyone has a story to tell. Let TrizCom PR tell yours.  

About the author
Karen Carrera

Karen Carrera APR is a 40-under-40 award recipient recognized in 2003. With more than 20 years of experience, she advises senior executives on strategic communications brand positioning and reputation management across healthcare construction and design education energy finance insurance government and utilities. Her ability to work across diverse industries has made her a trusted counselor to executive leadership teams navigating complex communications challenges.

She has media trained hundreds of corporate spokespeople on how to handle media interviews and deliver strong industry presentations. Karen’s approach helps executives share their stories with confidence while staying focused on key business messages that support long-term organizational goals.

Throughout her career Karen has developed and executed integrated communications campaigns that build visibility strengthen brands and generate measurable business results. She has led initiatives such as Anheuser Busch’s We all Make a Difference campaign hospital brand evolutions the launch of new healthcare institutes and clinics and national branding for an architectural design firm. Her programs reflect a balance of research-driven planning creativity and practical business strategy.

Recently Karen led a comprehensive brand evolution for Medical City. She oversaw the development of a new brand identity and guided a full website overhaul. In just six months the redesigned reprogrammed and fully rewritten website launched with updated content that aligned with the organization’s evolving vision and services.

Karen holds the Accreditation in Public Relations credential which reflects her expertise in communications ethics and strategy. She is active in professional organizations and is often called upon to mentor other public relations practitioners.

How To Be A Podcast Guest

Podcast guesting is more than a nice conversation. It is a focused way to earn links, citations and attention that show up in organic search and AI answers. When you prepare like a pro and give the host clean assets, your language lands in titles, show notes and transcripts. That is where discovery happens. Pair each interview with a simple landing page, an edited transcript and a short promotion plan. One appearance can fuel weeks of content and a steady stream of qualified visitors. Below are 14 Q&A that will help you prep, perform and turn each episode into measurable results.

How to be a good podcast guest?

Show up prepared, present and helpful. Know the audience, the host’s style and the show’s recent topics. Bring one sharp angle, one story and one resource that matches the theme. Answer the question asked, not the one you wish was asked. Speak in tight, complete thoughts so editors can pull clean clips. Avoid jargon. Share one stat with a source. Mention the URL once early and once near the end. Respect time. Wear headphones. Use a decent mic. Close with gratitude and a clear next step for listeners. Then follow through on promotion. Hosts remember guests who make their job easy and bring value to their audience.

How to prepare for a podcast interview as a guest?

Listen to two recent episodes. Note the pacing, question patterns and segment transitions. Draft three talking points, three example stories and three quotable lines under 120 characters. Write your short bio in 40 words and 90 words. Confirm the episode title options, links and preferred anchor text. Test your mic, camera and lighting. Silence notifications. Place a glass of water nearby. Keep a one-page cheat sheet with your framework, stat with source and the short URL you will say on air. Share your media kit with the host 48 hours ahead. Show up five minutes early. Take a breath. Smile. Think conversation, not monologue.

Do I have to travel for my guest podcast?

Almost never. Most guest interviews happen remotely over Riverside, SquadCast or Zoom. You need a quiet room, a USB mic, closed-back headphones and stable internet. If a show records in studio and invites you in person, weigh the upside. Studio quality can be higher and the relationship building is real. If travel is not practical, ask for a remote slot. Offer to ship your headshot and B-roll photo to support promotion. The goal is a clear recording and a useful conversation. You do not need a plane ticket to deliver that.

Are podcasts videotaped?

Many are. Audio-only is still common, but more shows capture video for YouTube and clips. Assume cameras are on unless told otherwise. Frame your shot at eye level. Use natural light or a simple ring light. Neutral background. No noisy patterns. Wear solid colors. Avoid clacking jewelry. Look at the camera when you deliver your key line. Ask the host if they plan vertical clips so you can center yourself in frame. Video gives you more assets to repurpose. Treat it like a bonus, not an obstacle.

How can I use my podcast appearance in other content?

Think building blocks. Post the edited transcript on your site with H2s and internal links. Write a recap blog with the three takeaways and two links to commercial pages. Cut a 30 to 60 second clip and a carousel for social. Add the episode to your Media Room with a short description and the show logo. Pull one quote into your About page or a sales deck. Drop the link in onboarding emails and nurture sequences. Pitch a related reporter with a data angle you discussed. Schedule reshares at 30, 60 and 90 days. One interview can fuel weeks of content if you plan it.

Does Google index podcasts?

Yes, through the pages around them. Google crawls show notes, transcripts and episode pages. It also sees your site if you publish an edited transcript and a recap. Make those pages clean and structured. Use descriptive titles, H2s that match real questions and links to a resource and a proof page. If the show publishes on YouTube, that video can rank for queries too. The audio itself is not the hero. The surrounding text is. Give Google and AI systems clear language, consistent names and fast pages. That is how your episode gets found after release week.

How can I make my story memorable?

Anchor it to a moment. A date, a client scene, a number that snaps attention. Use a simple framework to organize the lesson. Problem, choice, outcome. Keep details concrete. One quote from a customer beats five adjectives. Name the tension and how you resolved it. Share one mistake you will not repeat. End with a practical step listeners can take today. Then deliver your short URL that ties directly to the story. People remember specifics, not slogans. Give them a reason to retell your story in one sentence.

What is a podcast tour?

A podcast tour is a focused run of guest appearances across several shows in a set window, all tied to one message or launch. Think six to 12 interviews over six to eight weeks. You bring one angle, one resource and a promotion plan that repeats. The value is momentum. Repetition helps your message stick. Links and mentions stack. Search and AI panels see consistent language. Plan the tour like a mini campaign with targets, assets, a landing page and KPIs. It is not spraying and praying. It is a tight sequence with purpose.

How do I prepare the podcast host?

Send a tidy media kit 48 hours before recording. Include a 40 and 90 word bio, correct name and title with pronunciation, three title options under 60 characters, five show note bullets, one sourced stat, your three-step framework, headshot, horizontal image and two links with preferred anchor text. Add your short URL, social handles and promotion commitments. Confirm tech, date, time zone and release timing. Share any topics to avoid and a landmine list if needed. Ask if they want sample questions or timestamps. The easier you make it to copy and paste, the more your language lands on the page where it can be found.

Can you promote your podcast guest appearance?

Please do. Promotion helps the host and helps you. Day 0, post on LinkedIn and X with a quote from the host and tag the show. Day 2, share a 30 second clip with captions. Day 7, publish the recap blog and link it in comments. Add the episode to your Media page. Email your list with three takeaways and one CTA. Share the short URL in sales follow ups. If budget allows, put a small paid boost behind the best clip to your warm audience. Promotion is part of being a good guest. Say yes to it.

Should I leave a review after my podcast appearance?

If the show asks, yes. Keep it honest and short. Thank the host by name, note one specific thing you enjoyed and mention the audience you think will benefit. Do not pitch your product in the review. Share the episode link in your channels and tag the show. A thoughtful review, a social post and timely promotion build goodwill. Goodwill turns into future invites and referrals. In podcasting, relationships travel farther than hype.

How can a podcast help with my SEO?

Podcasts help when you treat each appearance like a content asset. Show notes on reputable sites link back to your pages, which can lift rankings. Publish an edited transcript on your site with clear H2s that match real questions. Add a short summary, one sourced stat and links to a resource page and a proof page. Create a focused landing page for listeners with one primary CTA and a brief FAQ. Interlink the transcript and recap blog to your services and case studies. Make pages fast on mobile and easy to scan. Schedule a few reshares over 30, 60 and 90 days. The result is simple. More quality links, more crawlable text and a steady stream of visitors who already care.

Will my podcast interview show up on AI search results?

It can, if the surrounding signals are clean. AI systems cite pages with clear entities, consistent names and readable structure. Ask the host to include your preferred name, title and links in the show notes. On your site, post a transcript with headings tied to real queries, plus a short summary. Keep product names and phrasing consistent across bios, notes and the landing page. If there is video on YouTube, add a solid description with the same language. These steps help models understand who you are and what you said. You will not control when you are cited, but you can raise the odds by making your content easy to parse and easy to trust.

What equipment do I need to be a podcast guest?

Here’s the simple kit that works:

• USB mic like Audio-Technica ATR2100x or Samson Q2U

• Closed-back headphones to prevent echo

• Stable internet ideally wired or sit close to the router

• Quiet room with soft surfaces to cut echo

• Webcam and light if video, eye-level camera and a small ring light

Quick setup tips:

• Put the mic four to six inches from your mouth, use a pop filter if you have one

• Turn off notifications and HVAC noise

• Keep water nearby and notes at eye level

• Share your short URL and bio with the host before you join

Clean audio, steady internet and a calm room beat fancy gear every time.

Make the momentum last

Treat every guest spot like a mini launch. Pick the right rooms, bring one clear angle and make it easy for the host to showcase your story. Publish fast, link smart and promote on a simple cadence. Do this on repeat and you build authority that shows up in blue links and AI summaries. If you want a plan that turns interviews into measurable results, TrizCom PR can help.

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

The Embargo Play in Public Relations (free download checklist)

If you’ve ever tried to land a clean, coordinated announcement with more moving parts than a Swiss watch, you’ve probably used an embargo. Done right, it buys accuracy and calm. Done wrong, it buys headaches and a Slack channel full of fire emojis.

Embargo definition

An embargo is a simple agreement between you and a journalist to hold your news until a specific date and time. Reporters get the materials early, ask questions and prepare their stories, then publishes the story when the clock hits the agreed lift. The story is still attributed to you, and you must provide verifiable facts, quotes and assets. A proper embargo includes written acceptance, the exact lift time with time zone and clear attribution.

What is an embargo and why should leaders care?

Plain English. In journalism and PR, an embargo is a simple agreement with the press to hold a story until a specific date and time. Reporters can review materials, ask questions and prep coverage. They publish when the clock strikes.

What an embargo is not. It’s not an exclusive. It’s not background. It’s not off the record. With an embargo the reporter still attributes the news to you and you still have to provide facts, assets and quotes.

My point of view. Embargoes buy accuracy and coordination, not hype.

What gets embargoed?

The short list is real news with timing teeth. Think acquisitions and mergers, executive moves, lawsuit filings, recalls and safety updates, market-moving announcements, major product launches tied to an event, peer-reviewed research or data drops and regulatory shifts that hit multiple regions at once.

These can be shared under embargo as a press release, media advisory, backgrounder, data pack, B-roll or even a simple news tip. The format matters less than the timing and clarity.

The goal is to give reporters a head start to verify facts, gather context and line up interviews. When the clock lifts, coverage lands clean, consistent and everywhere at once.

If it’s soft news, minor feature update, routine partnership, feel-good fluff, skip the embargo and ship it on your blog. Embargoes are for moments where simultaneity equals clarity and accuracy matters more than speed.

When should you use an embargo?

Use an embargo when timing improves public understanding.

• Multi-stakeholder launches with complex facts that need the same numbers everywhere

• Regulated or market-moving news where accuracy and timestamps matter

• Research or data drops that need context, charts and a spokesperson on standby

• Executive transitions that require synchronized notices to staff, partners, customers and media

Quick test. If releasing at the same time helps people grasp the news and avoids confusion, you qualify.

When should you avoid an embargo?

• Soft news or light product updates that can live on your blog

• Stories built on manufactured scarcity

• Anything you can’t brief fully or verify with proof

If you’re still polishing the numbers, you’re not embargo-ready.

Does an embargo have to be an exclusive?

Short answer: no. An embargo sets timing. An exclusive sets access.

Common models

• Embargo, multi-outlet. Same materials to several reporters with the same lift time

• Exclusive, no embargo. One outlet gets the story first on their schedule

• Hybrid. One outlet gets the first interview; others get embargoed materials for a coordinated lift

 How to choose

• Need broad coverage and accuracy → multi-outlet embargo

• Need depth, a flagship narrative or a relationship play → exclusive

• High stakes and you want both → hybrid

Pitfalls to avoid: accidental exclusives, mixed instructions and unequal access without a plan.

Embargo mechanics (make this muscle memory)

• Time-zone clarity: Always write the lift like this: “Oct 28, 7:30 a.m. CT (8:30 a.m. ET).” If global, mention key market hours/holidays.

• Written acceptance: Require an explicit “I agree to the embargo” reply before sending assets. Log who accepted and when.

• Uniform labels: Stamp every file and page header with the lift time and contact line.

Targeting & list hygiene

• Who gets it: Beat-matched reporters who’ve shown accuracy and honored embargoes before.

• Small is safer: Tighter lists reduce leaks and improve responsiveness.

• Keep a log: Outlet, reporter, acceptance Y/N, assets sent, questions, result. Treat it like CRM.

Asset delivery & preflight

• Distribution plumbing: Use expiring, view-only links; disable downloads by default; unique URL tokens per outlet.

• CMS readiness: Stage your newsroom post as noindex/nofollow; pre-warm the CDN; have the canonical URL ready.

• Rights & accessibility: Confirm image/video licensing, captions, photo credits and alt text.

• Localization (if relevant): Pre-translate quotes or release snippets for key markets.

Managing the briefing

Pick a format that matches the news and the clock:

• Written Q&A for speed and clarity

• A 15-minute background call for nuance

• A small huddle when several reporters share a beat

State the rules of the road at the start and again at the end. Log every promised follow-up with an owner and a time. Then deliver.

Social and partner coordination

• Social embargo: Pre-schedule executive/brand posts for lift-time; give explicit “do not post before” guidance to employees and partners.

• Partner copy kit: Provide timestamped copy, links and creative so partners can lift clean with you.

Legal and compliance guardrails

• Never promise off the record in an embargo note.

• If you’re public or regulated, sync with counsel on quiet periods, Reg FD, exchange rules and trading windows.

• Define the publish trigger in writing (court filing timestamp, all-hands start, wire time).

A quick example from the field

We recently ran an embargo for an acquisition targeting a niche audience. We used a hybrid: one exclusive interview for the key trade, plus embargoed materials for others. The press release hit The Wire at 8:30 a.m. CT; the trade story posted at 8:35. Five minutes apart, on purpose. The exclusive gave authority; the embargo protected accuracy. Together, they created lift. It worked because the news was genuinely newsworthy and the choreography was tight.

Read the Auto Recycling World  story: https://autorecyclingworld.com/crush-software-solutions-acquires-leading-car-recycling-operating-system/

Another real-world example

For a crisis client filing a lawsuit, we offered an Associated Press reporter an exclusive embargo with access to the firm and the family. The rule: as soon as the filing posted, she could publish. AP moved first. Hundreds of dailies followed. Morning shows picked it up. One well-timed exclusive under embargo delivered reach, accuracy and a clear narrative on day one.

Read the AP Story Here: https://www.jacksonville.com/story/news/nation-world/2017/09/09/water-rushing-discovery-body-ends-harvey-mystery/15772364007/

Why it landed

Real news with human stakes • One reporter, clear rules • Trigger tied to the filing • Quotes and data ready

How to ask for an embargo the right way

Subject lines

• Embargoed for Oct 28, 7:30 a.m. CT: data on [topic]

• Requesting interest under embargo: interview with [exec], details inside

Email body template

• Opening line: “Sharing news under embargo until Oct 28, 7:30 a.m. CT. Confirm if you agree and I will send the materials.”

• One paragraph summary with proof points

• Offer a 10-minute background call

• Include the embargo date, time, time zone and attribution line

Attribution line

“Attribution: Jo Trizila, Founder and CEO, TrizCom PR, on behalf of [client].”

Keep it short. Reporters have eyes and calendars. Respect both.

Leak prevention that actually works

• Get explicit acceptance in writing before you send anything

• Share via private link with expiry and view-only defaults

• Watermark PDFs with outlet name and timestamp

• Use unique tracking links per outlet to spot early access

• Store all press assets in one versioned folder

• Keep the list small. Fewer recipients, fewer risks

• Run a two-minute embargo briefing so no one freelances

What happens if an embargo is leaked?

Unfortunately, embargoes do leak. I’ve lived it. Most PR shops have too. It’s a known risk. That’s why the client must buy into the plan from the start. You can’t hold anyone legally responsible when it happens. You accept the risk because the reward usually outweighs it.

Minute 0–10: Stabilize. Confirm the leak. Screenshot URLs and timestamps. Pause outbound sends. Alert the core team. Lock the facts doc so one owner approves edits.

Minute 10–30: Pick the simplest fix.

• Partial/low reach → keep your original lift; quietly add context with briefed outlets.

• Full/spreading → publish now on owned channels and send the link to briefed outlets.

Public lines

• Holding: “We are aware of early reporting on [topic]. Full details will be available at [time, time zone].”

• Early lift: “Sharing full details now to ensure accuracy and context,” then link to your post.

Reporter lines

• Holding: “We’re keeping the original lift so everyone gets the complete story. Happy to answer clarifying questions so you’re ready.”

• Early lift: “We published early to keep facts clean. Here’s the link, quotes and assets you already have.”

After the dust settles: Thank outlets that honored the embargo. Note patterns if you can. Trim the next list. Tighten controls. Add two lines to the post-mortem: what leaked; what changes.

When an embargo goes wrong (and what it taught me)

Years ago, on a corporate relocation, I gave an exclusive embargo to a national daily newspaper I trusted. The reporter did their job and confirmed with a second source. The piece ran two days early. Employees hadn’t been told. Painful.

Lessons

Employees first • If internal comms aren’t done, you’re not ready • Exclusives raise the stakes • Assume verification

What I’d do now

Sequence: employees → partners → press • Put the trigger in writing • Keep the circle small, watermark assets • Keep a short confirm ready • If people risk is high, skip the exclusive and use a tight multi-outlet embargo after internal comms land

Publication day orchestration

Sequence matters

1. Newsroom post goes live with your press release and embargoed story

2. Press sends land

3. Executive LinkedIn publishes

4. Partner emails go out

Have chyron copy ready for broadcast. Track live stories and update your newsroom with rolling links so your audience doesn’t play scavenger hunt.

Metrics that matter

• Embargo acceptance rate

• Hit rate within the first two hours of lift

• Coverage quality: tier, accuracy, message pull-through

• Share of search movement at seven and 30 days

• Referral traffic from outlet-specific UTMs

Search & measurement extras

• Track branded + category keywords in search.

• Give each outlet a unique UTM.

• Score each article for accuracy and message pull-through

Wrap-Up & What Matters

Embargoes are not magic; they are choreography. When the story is real, the timing tight and the proof airtight, an embargo turns chaos into clarity. Use it to help reporters get the facts right, keep stakeholders in sync and land coverage that actually travels. Skip it when the news is soft or the numbers are still moving. If a leak happens, do not panic. Steady the ship, publish what is true and keep going.

Call to Action: Put TrizCom PR on the Clock

If you have market-moving news, a delicate transition or a launch that needs to hit everywhere at once, let us make it clean. TrizCom PR can run an Embargo Preflight, build a tight target list and secure written acceptances orchestrate briefings and proof packs and social or partner lifts and stand up a leak response plan with a newsroom ready to publish.

Contact TrizCom PR for a fast read on whether your announcement qualifies and how to make it land on time, accurately and all at once.

DOWNLOAD YOUR FREE EMBARO CHECKLIST

Everyone has a story. Let TrizCom PR tell yours!

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.

Is PR Getting Harder Or Is Traditional Media Just Shrinking

Seventeen years ago our agency wore a simple badge of honor: we get you in the news or we keep you out of the news. Back then, media relations stood in for PR. A booking on the morning show felt like a trophy you could place on the conference room shelf. Reporters had defined beats, producers had time to listen, and a thoughtful pitch could still win the day.

Then the ground shifted. Newsrooms consolidated. Beats blended. Timelines tightened. Around 2015 my team and I took a hard look at results across clients and asked a basic question: are headlines alone shaping reputation and business outcomes the way they used to? The answer was no. Clips still mattered, but they were not the whole story.

We reframed our work around the full mix of channels where reputation now lives. Owned content started carrying more weight because it offered context and proof. Earned coverage added credibility when it pointed back to something substantive. Shared and paid helped people actually find the information. Picture a four-legged stool. Media relations is a leg worth protecting, but you do not want to sit on one leg and call it a chair.

That shift did not make PR harder. It made it more honest about where trust is built. When people ask if PR is harder or if traditional media is shrinking, they are really asking whether the old playbook still explains how reputations are formed. It explains part of it. Not all of it.

What Public Relations Actually Means

Public relations is the discipline that builds and protects reputation so an organization can meet its goals. At its core, PR is about earning attention and credibility with the people who matter to your work. Media coverage is one way to do that. It is not the only way.

Think of PR as a system, not a stunt. It shapes how your story is told across four connected spaces:

• Owned: what you publish yourself, from your website to your newsletters. This is where clarity, proof and consistency live.

• Earned: independent coverage you do not pay for. It tests whether your story stands on its own.

• Shared: conversations and distribution on platforms you share with others (social media), like LinkedIn and industry communities.

• Paid: placements you buy that are labeled as such, useful when speed or targeting matters.

Why does this definition matter in a conversation about shrinking traditional media? Because when people equate PR with press hits, they miss how reputation now travels. When your content is clear, credible and well structured, AI assistants pull it into answers, putting your brand in front of buyers, reporters and regulators before they ever visit your site. A clear explainer on your site can inform a journalist, a buyer and a regulator. A well reported article can point readers to your primary sources. A thoughtful podcast can put a decision maker’s voice in the room during a stakeholder meeting. The pieces reinforce each other.

So when you hear that PR feels harder, it often means the work is being judged by a narrow slice of what PR actually is. When PR is understood as a system that earns trust across owned, earned, shared and paid, the landscape makes more sense. Traditional media has less inventory than it did and PR has a broader canvas.

What Media Relations Means

Media relations is the part of PR that earns independent coverage from newsrooms. At its best, it is a relationship between a source and a journalist built on accuracy, speed and relevance to the audience. The center of gravity is the newsroom’s readers or viewers, not the brand. That is why a good story survives edits and stands on its own.

What it is:

• Building useful, ethical relationships with reporters, editors and producers

• Offering clear facts, timely access and a point of view that serves the public interest

• Understanding how a newsroom works so your pitch fits the format and the moment

What it is not:

• Paying for placement

• Affiliate listicles presented as neutral reporting

• Spray and pray emails that ignore beats or basic accuracy

Newsrooms changed, so media relations changed with them. Many reporters cover multiple beats in a single week. Timelines are shorter. Formats vary from quick hits to explainers to long features. The constant is simple. If the story helps the audience, it has a chance. If it reads like an ad, it does not.

What Traditional Media Includes

Traditional media covers broadcast television, radio, print newspapers and magazines and wire services. These outlets still shape public conversation. They also operate with fewer people than a decade ago. Consolidation reduced desks. Freelancers fill gaps. A metro section that once had five beat reporters may now have two who split duties across city hall, business and public safety.

A few realities help explain the landscape:

• Lead times differ. Monthly magazines plan far ahead while local TV can turn a segment in hours.

• Geography matters. Regional coverage narrowed in some markets as national desks grew louder.

• Formats blend. A single outlet may publish a quick brief, a service explainer and a weekend feature on the same topic.

When people say traditional media is shrinking, they are often reacting to staffing charts and fewer page inches. The audience did not vanish. It moved across platforms and expects clarity, proof and context no matter where it reads or watches. Traditional outlets still set agendas. They do it with tighter teams and tougher choices about what earns space.

The Wall That Once Separated Editorial And Advertorial

There used to be a high wall between the newsroom and the sales floor. That wall still exists, but it has gates. Revenue models changed and with them the mix of what appears on the page.

Today you will see three distinct buckets side by side:

• True editorial
  Independently reported stories shaped by editors. No payment for placement. Sources are chosen for relevance and credibility.

• Sponsored content
  Pieces paid for by a brand and labeled as such. The outlet controls the frame, the brand funds the space.

• Advertorial and affiliate content
  Brand authored or brand approved articles placed for a fee, often tied to commerce links. Labels include sponsored, partner content and paid post.

Labels matter because they set expectations. A reader approaches a reported investigation differently from a paid product roundup. A producer reviews a paid segment differently from a news hit. Trust grows when the line is clear.

A quick example makes this concrete. You search for Best accounting apps. One result is a reported review from a business desk. Another is a list built by a commerce team that earns a commission if you click. Both can be useful. They are not the same thing. Knowing the difference helps you read the landscape without confusion.

The Expanded Media Map

The map is bigger than it looks from a TV studio. Alongside newspapers and broadcast you will find trade journals, industry podcasts, independent newsletters, community outlets and creator-leading channels with loyal audiences. Many of these publish faster, go deeper on niche topics and give subject matter experts more room to explain.

A few examples that sit next to traditional press, not beneath it:

• Trade journals that track regulation, procurement cycles and product shifts week by week

• Podcasts where decision makers speak in full sentences instead of sound bites

• Newsletters that curate a beat for a focused readership in a specific region or sector

• Creator channels that test ideas with communities and surface early signals

• Brand newsrooms that publish primary data, timelines and FAQs for anyone to reference

Standards vary, but credibility does not belong to one format. A well reported trade feature can shape a market. A respected newsletter can move a conversation. Traditional outlets often cite these sources and the cycle runs both ways.

Why PR Feels Harder Even When Options Grew

Choice can feel like chaos. There are more places to tell a story, more formats to consider and less attention to go around. That creates pressure. It also raises the bar. Audiences expect clarity and proof. Editors and hosts expect a point of view that teaches something new. The days of a vague pitch sailing through are over.

A few forces drive the feeling:

• Shrinking desks, rising volume
  Fewer full time reporters and more inbound email mean good ideas get buried unless they are sharp and relevant

• Blended labels
  Editorial, sponsored and affiliate content now live side by side which confuses readers and leaders who grew up with a harder line

• Fragmented attention
  People graze across TV, podcasts, newsletters and feeds, so repetition without substance fades quickly

• Old scorecards
  If success is still defined as clip count alone, today’s landscape will feel like loss even when reputation is improving

What looks like “harder” is often “different.” Traditional media has less inventory. The broader ecosystem asks for clearer ideas, real examples and transparency about what is paid and what is earned. Once you view PR through that lens, the trends line up with what you see in your own feeds every day.

How Measurement Thinking Changed

For years the scoreboard was impressions, reach and ad value. Those numbers were easy to collect and looked big on a slide. They were also blunt. A mention did not always equal attention and attention did not always equal trust.

The questions inside boardrooms shifted. Did the story change what people understand. Did it lower perceived risk. Did it move someone from curiosity to consideration. Evidence now looks different across the mix:

• After a major article, more people look for you by name rather than generic terms

• Coverage sends readers to sources that explain your product or policy, not just the home page

• Interviews show up in sales conversations because a buyer quotes them back

• Analysts, trade editors or community leaders start referencing your data as a source of record

Think of the old metrics as a headcount outside a theater. Useful, but not the same as knowing who took a seat, watched the show and told a friend it was worth the ticket. The point is not to worship a new number. It is to match proof to how reputation is actually formed.

Common Misconceptions

• PR is only about headlines
  Headlines help, but reputation is shaped across owned, earned, shared and paid working together (integrated PR).

• Sponsored equals fake
  Paid pieces can inform when labeled clearly and grounded in facts. They are different from independent reporting, not automatically lesser.

• Traditional press is gone
  It is smaller and more selective. It still sets agendas and defines stakes, especially in moments of risk.

• Owned media is just marketing
  Owned sources often supply the context reporters, partners and regulators need. When they are clear and factual, they raise the quality of every other channel.

• More clips mean more impact
  Ten thin mentions rarely beat one well reported feature that people read, save and cite.

• Good stories sell themselves
  In lean newsrooms even strong ideas need clarity, access to decision makers and verifiable proof.

Clearing out these myths makes the landscape less confusing. What looks like a contradiction becomes a simple map of where trust is built and how it travels.

A Brief Composite Example

A regional brand leaned hard on morning show segments for years. Producers liked the founder, segments were lively and the clip reel looked impressive. Then the bookings slowed. New producers rotated in. Beats changed. The same pitch did not land.

Inside the company, leaders felt like PR had gotten harder. In reality, the landscape around them had shifted. Reporters needed clearer proof and tighter angles. Readers wanted context they could trust. Over the next quarter, the brand became a better source. They published plain language explanations of their space, offered a customer story with verifiable details and made senior voices available for comment. Traditional coverage returned, now with deeper reporting and a link to something useful. The conversation moved from clever segment to credible reference point.

So, What Does This Mean

Traditional media is smaller. PR is broader. Media relations still matters, but it sits inside a larger ecosystem where trust is built across formats and channels. The work feels different because the scoreboard and the routes into a story changed. Clear ideas, transparent labels and credible proof travel farther than volume alone. When leaders see PR as the system that connects those pieces, the question shifts from is PR getting harder to are we telling a story worth someone’s time.

Work with TrizCom PR

If this raised more questions than it answered, that is a good sign. Let’s talk about your reality, your goals and how PR can support both.

• Email Jo@TrizCom.com

• Call 214-242-9282

Share one business goal and one challenge. I will give you a clear read on where earned, shared, paid and owned can support outcomes your board cares about. No jargon. Straight talk and next steps.