In 2025, public relations professionals faced a rapidly evolving landscape where crises emerged unexpectedly—from natural disasters to technological failures and corporate scandals. The ability to manage these events effectively became a testament to an organization’s resilience and commitment to its stakeholders. This op-ed delves into several notable examples of crisis public relations done well in 2025, highlighting the strategies and principles that contributed to successful outcomes.
1. American Airlines: Navigating a Tragic Aviation Crisis
On January 29, 2025, a midair collision near Washington, D.C., involving an American Airlines passenger jet and an Army helicopter resulted in 67 fatalities, marking the deadliest U.S. aviation disaster since 2001. In the face of such a tragedy, American Airlines’ crisis communication strategy was characterized by transparency, empathy, and swift action.
CEO Robert Isom delivered heartfelt video statements and participated in press conferences, offering condolences and providing clear information about the incident. The airline’s commitment to transparency helped counteract misinformation and political narratives that sought to assign blame based on diversity hiring practices. By focusing on the human impact and maintaining open lines of communication, American Airlines preserved public trust during an incredibly challenging period .
2. CrowdStrike: Learning from a Global Outage
CrowdStrike, a cybersecurity firm, experienced a significant crisis in 2024 when a defective software update caused a global outage affecting various sectors, including flights, hospitals, and banks. The initial response from CEO George Kurtz was criticized for its delay in offering an apology, underscoring the importance of timely and empathetic communication during such events.
Effective crisis management involves understanding the crisis, quickly apologizing, providing solutions, and consistently updating stakeholders. Despite the severity of the disruption, which caused an estimated $5.4 billion loss for Fortune 500 companies, crisis management professionals suggest that thorough preparation and resilient risk management strategies can help companies not only survive but potentially thrive following a crisis .
3. University of Miami: Turning Crisis into Community Trust
The University of Miami has developed a reliable communication model based on a century of experience managing high-stakes crises. Recognizing that universities often face sudden emergencies—ranging from natural disasters to safety incidents—the institution has made communication a central component of crisis response.
Their approach emphasizes that while a crisis may be uncontrollable, how it is communicated can demonstrate leadership and build trust. A key example was their organized and timely response as Hurricane Ian approached in 2022, which led to effective coordination and reinforced community confidence. The university’s methodology involves collaborative, empathetic, and principled decision-making, steering away from generic responses. In an increasingly unpredictable world, this model underscores the importance of strong, thoughtful leadership in maintaining continuity and upholding institutional values during crises .
4. Richmond, Virginia: A Case Study in Government Crisis Communication
In January 2025, Richmond, Virginia, faced a significant water crisis when a mechanical failure at a treatment plant left over 200,000 residents without safe drinking water. The city’s response highlighted both strengths and areas for improvement in crisis communication.
While initial communication efforts were timely, subsequent updates were criticized for being overly optimistic and lacking transparency. External investigations revealed that communication failures hindered the response efforts, particularly in coordinating with neighboring Henrico County. The crisis underscored the necessity for clear, consistent, and transparent communication in managing public health emergencies .
5. Pertamina: Corporate Crisis and Public Accountability
In Indonesia, state-owned oil company Pertamina faced a severe crisis in 2025 when it was revealed that its fuel product, Pertamax, had been adulterated. The scandal led to public outrage, consumer boycotts, and calls for structural reforms within the company.
Pertamina’s response involved acknowledging the issue, apologizing to affected consumers, and committing to comprehensive reforms. However, experts emphasized the need for deeper structural changes to restore public trust. The crisis highlighted the importance of corporate transparency, accountability, and the necessity for systemic reforms in addressing public concerns .
Key Principles of Effective Crisis Public Relations
Drawing from these case studies, several key principles emerge for managing crises effectively:
- Transparency and Honesty: Providing clear, accurate information promptly helps to prevent the spread of misinformation and builds trust with stakeholders.
- Empathy and Compassion: Acknowledging the human impact of a crisis and expressing genuine concern for those affected fosters goodwill and demonstrates corporate responsibility.
- Timely and Consistent Communication: Regular updates and consistent messaging ensure that all stakeholders are informed and reduce uncertainty during a crisis.
- Accountability and Action: Taking responsibility for the crisis and outlining concrete steps to address the issue and prevent future occurrences is crucial for maintaining credibility.
- Preparedness and Training: Having a well-developed crisis communication plan and regularly training staff ensures a swift and coordinated response when a crisis occurs.
Conclusion
The crises of 2025 serve as poignant reminders of the critical role that public relations plays in navigating challenging situations. Whether responding to a tragic accident, a corporate scandal, or a public health emergency, the principles of transparency, empathy, and accountability remain paramount. Organizations that embrace these principles not only manage crises more effectively but also strengthen their relationships with stakeholders, ultimately emerging more resilient and trusted in the eyes of the public.
As we move forward, the lessons learned from these case studies should inform best practices in crisis communication, ensuring that organizations are better prepared to handle the unforeseen challenges that lie ahead.
