What Happens When a PR Campaign Spirals into Crisis?

Even the most carefully crafted campaigns can derail. One infamous example is Pepsi’s 2017 ad featuring Kendall Jenner, which attempted to tap into social activism but instead faced backlash for trivialising protest movements. Within hours, social media erupted, forcing the brand to retract the ad and issue an apology. What followed was a lesson in modern crisis management-timeliness, transparency, and constant communication.

What Are the 3 Phases of Crisis in PR and How Should Brands Respond?

A successful crisis communication plan breaks down into three core phases:

1. Pre-Crisis (Preparation & Prevention):

At this stage, brands need a risk management protocol. This includes scenario planning, bot programming for likely questions, and establishing a single source of truth across platforms.

2. Crisis Response (Action & Communication):

During a crisis, the focus must shift to real-time response, clarity, and empathy. Quick updates, automated FAQs and consistent messaging help stabilise public perception.

3. Post-Crisis (Recovery & Rebuild):

After the storm, the brand must rebuild trust. Using chatbots to conduct sentiment analysis, gather feedback, and share transparency reports helps reinforce accountability

How Do Digital Tools Like Chatbots Make a Difference?

AI-powered tools, especially chatbots, have revolutionised how brands interact with audiences during peak pressure. Integrated into websites, apps, or social platforms, they:

• Respond instantly, around the clock

• Filter and escalate queries that need human attention

• Provide real-time updates with consistent brand language

• Log data for post-crisis evaluation

In high-traffic events like product launches or controversial announcements, where human agents would be overwhelmed, chatbots act as frontline communicators.

How Exactly Do Chatbots Support Crisis Management?

1. 24/7 Responsiveness: Chatbots ensure that customers aren’t left waiting. In a world where seconds matter, automated replies show presence, even before a full response is ready.

2. Consistent Messaging: During a crisis, inconsistency is dangerous. Chatbots can be programmed with approved language to avoid conflicting information.

3. Data Collection & Analysis: Every interaction is stored, allowing brands to identify common concerns, key pain points, and the overall mood insights critical to shaping next steps.

4. Reducing Team Load: PR and customer service teams can focus on high-level strategy while bots handle repetitive or non-critical queries.

5. Building Transparency: Bots can link users directly to statements, FAQs, and brand videos, offering easy access to the brand’s stance and solution.

What’s My Take on Chatbots in Crisis Communication?

In an age of virality and instant judgment, proactive communication is power. Chatbots are not just a technical asset; they are a strategic tool. When emotions run high, people want acknowledgement more than perfection. Bots provide that acknowledgement quickly, calmly, and consistently.

While they can’t replace the human touch required for empathy and apology, they create space for humans to do what they do best: listen, adapt, and lead with intention.

Smart brands will continue to train their bots not just to talk but to truly communicate. An experienced Team with effective use of chatbot and other AI tools is where the future of resilient, real-time PR lies.

Aman Swetta is the co-founder and managing director of Id8 Media Solutions.