How you respond to a crisis can make or break your brand reputation. No one knows when a crisis will hit, but your response in such an instance will speak volumes about your organization and will determine if you will even be in business a year from the incident.

In the past year, we have seen marquee companies, brands, and individuals fail miserably when responding to negative events. Many were soon the brunt of jokes on late-night talk shows, and embroiled products, once loved, were promptly disdained.

Newell Brands, the parent company of Crock-Pot, was recently forced into crisis mode when a popular television program, This Is Us, showed their beloved product being responsible for a devastating fire. Regardless of whether or not you are a fan of this show, it is difficult to avoid the negative headlines besieging one of Newell Brand’s top products. The crisis could have easily forced the brand into a downward spiral, but their response was a win for the organization.

While you aren’t always in control of the news that surfaces regarding your organization, common techniques we teach in our communications and media programs can be the key to your survival when a communications disaster strikes.

Speedy Response

When negative news surfaces about your company, you need to respond quickly. When the disturbing episode aired, a Twitter account did not exist for Crock-Pot, which is almost shocking in today’s highly connected world of social media. However, Newell Brands immediately created a Twitter handle called @CrockPotCares. Not only did they demonstrate a strong social media presence right out of the gate, but the manner in which they communicated with social media followers was masterful, and included a heartfelt statement (and spoiler alert) on Facebook. They also responded with a reassuring statement in response to a Washington Post inquiry.

Use of Empathy

As concerned as the public was about the safety of their Crock-Pots, they were equally distressed about the death of a favorite character. Despite the fictional origins of the program, the emotions were very real, and the Crock-Pot parent company responded accordingly. They commiserated with consumers about their devastation, agreeing that the aired episode was heartbreaking, while still reaffirming that Crock-Pots are completely safe to use.

Highlighting Safety

In every statement, Newell Brands encouraged anyone with questions regarding safety of the appliance to contact their Twitter account. They also provided their customers with facts about their company and the Crock-Pot brand, and how nothing such as that which was portrayed in the aired episode has ever actually occurred. Crock-Pot reestablished trust in their product with confidence, discussing how the design of the Crock-Pot could never result in a house fire.

Using Humor Effectively

Humor, when appropriate, is a fantastic tool for easing concern. With just a touch of self-deprecating humor, Newell Brands has been able to effectively reassure consumers that Crock-Pots are indeed safe, citing Grandma’s anger if she finds out that you’ve ditched the Crock-Pot that has been handed down from one generation to the next. Humor, like empathy, connects brands with consumers on a personal level and can help mitigate a potential PR disaster.

Build Supporters

Whereas the initial concern was directed at the Crock-Pot brand, Twitter users quickly came to their defense with a #CrockPotisInnocent hashtag and a reminder that the Crock-Pot used in the episode was damaged and was over 20 years old. Newell Brand’s willingness to meet their customers on the platforms they were on, their ability to be both swift and empathetic in their response, and their willingness to reassure Crock-Pot users about the safety of the product turned the situation around.

Not every PR crisis involves fault or accountability; regardless, you are still responsible for your own brand. Crock-Pot handled their recent frenzy incredibly well using the above tactics, transforming what could have been a costly crisis into a PR win.


Franchetti Communications delivers accelerated results by designing power-packed media interview and presentation training sessions around your unique goals, in person and via teleconference. Franchetti Communications works with corporations and business leaders to develop communication strategy, messaging, and PR strategy. Follow Franchetti Communications on LinkedIn, and be sure to download our special report: 6 Ways to Guarantee Your Message Cuts Through the Clutter.

One Response to A PR Crisis Can Still Be a Win for Your Company
  1. […] is especially important if the news is negative. Even negative news can be transformed from a PR crisis to a PR success, but your responses must be decisively […]


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