Crisis? Handled. How KC Projects Would Handle These PR Disasters

At KC Projects PR, we know that no brand—whether a celebrity, large corporation, or small business—is immune to a public relations crisis. The way a company or individual handles controversy can make or break their reputation, and we are experts on crafting strategies that turn potential disasters into opportunities for growth and redemption. Let’s take a look at three infamous PR crises and how we would have handled them differently to protect and restore public trust.

Celebrity Chaos

Photo taken from Page Six

The Crisis:

In 2021, Chrissy Teigen faced major backlash after past bullying tweets resurfaced. The internet turned on her, major brands distanced themselves, and she went silent before issuing an apology that some found insincere.

How KC Projects Would Have Handled It:

First, we would have recommended immediate and direct ownership of the situation. Acknowledging past mistakes with sincerity and a true commitment to change is key. Instead of a standard statement, we’d advise Chrissy to share a heartfelt video addressing the controversy, outlining steps she’s taking to educate herself and contribute to anti-bullying efforts. Then, a follow-up action—partnering with mental health and anti-bullying organizations—would reinforce her sincerity. By pairing transparency with tangible change, she could have regained public trust faster and more effectively.

Corporate Catastrophe

Photo taken from USA Today

The Crisis:

In 2017, United Airlines found itself in hot water when a passenger was forcibly dragged off an overbooked flight. The airline’s initial response? A cold and detached statement defending their policies. Public outrage skyrocketed, and their stock took a hit.

How KC Projects Would Have Handled It:

Instead of an impersonal and defensive response, KC Projects PR would have advised United Airlines to act with empathy and accountability from the start. A swift public apology from the CEO—paired with a clear action plan to prevent similar incidents—would have been the first step. We would also suggest a customer-focused campaign showcasing real employees discussing their commitment to passenger care. Additionally, a customer service overhaul, including better compensation for overbooked passengers, could have helped repair the brand’s reputation long-term. Owning the mistake and implementing real change is always the best PR move.

The Just Plain Funny

The Crisis:

Remember when IHOP rebranded to "IHOB" in 2018 to promote their burgers? The internet went wild with memes and mockery, and despite the buzz, many felt confused and unimpressed.

How KC Projects Would Have Handled It:

Rather than a sudden and perplexing name change, we would have leaned into the humor from the start. A playful campaign—perhaps a mock "identity crisis" series featuring IHOP’s iconic pancakes feeling neglected—could have created intrigue without backlash. A partnership with influencers and food bloggers taste-testing the burgers could have helped shift the narrative to “Try it before you judge it.” If you’re going to make a bold move, you have to own it with confidence and clarity!

Crisis Management: A PR Firm’s Superpower

Every crisis is an opportunity to showcase strong communication, authenticity, and strategic thinking. At KC Projects, we specialize in helping brands weather the storm and come out stronger. If your company ever finds itself in a PR predicament, you know who to call. 

Need expert PR guidance? Let’s chat!

By: Mia Oliveira