During that week or so, there were 7,874 plain tweets (no links or photos), and those were shared six times more often on average than the 979 tweets with photos and three times more often than the 4,871 tweets with links. Tweets with fear or concern were retweeted twice as much as those from a neutral or positive perspective. Proving fear is food for mass hysteria.
By April 6, just four days into the problem, Chase Bank trended on Twitter. By this point, fear had strongly set in with their customers. Though the public wanted to believe the problem was not real, the account holders began withdrawing funds. Early during the afternoon of the 6th, Chase Bank finally made an official statement, but there was no transparency, it was barely more than the couple of Twitter replies made previously.
Most people know when someone is shining them on, and with that statement, even more of the customers began lining up to get their money. About an hour and a half after the first official statement came the second. By this point, revised audit reports showed the truth – the bank was in trouble and had been covering it up for some time. The newest statement still did not address the problem, just told everyone the Chairman of the Board and the Managing Director were no longer working with the bank. The bank lines swelled and by the end of the day, there was no money left in the branches. The next morning the bank was officially closed under a 12-month receivership.
It has been reopened since under the guidance of the Central Bank, but even though the facts were true in this case, proper PR could have helped reach a better and more stable outcome. When there’s a problem, fess up! Give the details, present a plan, and begin working toward resolution. Don’t leave people imagining the worst. The longer it is before you respond and share details, the more work and time it will take to fix the problem and get back to normal. Don’t hide away from the issues, face them and show the strength of leadership being offered to clients and customers moving forward.
During that week or so, there were 7,874 plain tweets (no links or photos), and those were shared six times more often on average than the 979 tweets with photos and three times more often than the 4,871 tweets with links. Tweets with fear or concern were retweeted twice as much as those from a neutral or positive perspective. Proving fear is food for mass hysteria.
By April 6, just four days into the problem, Chase Bank trended on Twitter. By this point, fear had strongly set in with their customers. Though the public wanted to believe the problem was not real, the account holders began withdrawing funds. Early during the afternoon of the 6th, Chase Bank finally made an official statement, but there was no transparency, it was barely more than the couple of Twitter replies made previously.
Most people know when someone is shining them on, and with that statement, even more of the customers began lining up to get their money. About an hour and a half after the first official statement came the second. By this point, revised audit reports showed the truth – the bank was in trouble and had been covering it up for some time. The newest statement still did not address the problem, just told everyone the Chairman of the Board and the Managing Director were no longer working with the bank. The bank lines swelled and by the end of the day, there was no money left in the branches. The next morning the bank was officially closed under a 12-month receivership.
It has been reopened since under the guidance of the Central Bank, but even though the facts were true in this case, proper PR could have helped reach a better and more stable outcome. When there’s a problem, fess up! Give the details, present a plan, and begin working toward resolution. Don’t leave people imagining the worst. The longer it is before you respond and share details, the more work and time it will take to fix the problem and get back to normal. Don’t hide away from the issues, face them and show the strength of leadership being offered to clients and customers moving forward.
Written by
Editorial Team
The Everything-PR Editorial Team produces reporting, research, and analysis across thirty verticals — communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009.
Other news
See all
Editorial Team · 05/25/2026
Who Controls AI Answers in Healthcare?
Institutional medicine owns the diagnosis. Reddit and Healthline own the experience.
Alex Shvarts · 05/25/2026
Citation Share Is Becoming a Credit Score
Citation Share is emerging as a critical credit metric for small businesses, influencing lending decisions by providing a measurable, real-time signal of brand presence pulled from AI engines. This article explains how this new input is changing the landscape of small business funding, and outlines steps SMBs should take to optimize their AI visibility.
Editorial Team · 05/25/2026
Why the Best Digital Marketing in 2026 Feels Human Again
For the better part of the last decade, digital marketing has been defined by one word: efficiency. Marketers optimized everything. Audiences were segmented into increasingly granular cohorts. Creative was tested, iterated, and refined at scale. Entire strategies were built around performance dashboards—click-through rates, conversion rates, cost per acquisition. It was a golden age of precision. And yet, something got lost along the way. Scroll through any social platform today and you’ll encounter a paradox: marketing has never been more targeted, yet it has never felt more invisible. Ads are technically excellent, but emotionally vacant. Campaigns perform, but they rarely linger. Brands reach people, but they struggle to move them. This is the defining tension of digital marketing in 2026.
Never Miss a Headline
Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.