Everything PR News
Crisis PR & Crisis Communications

Flint Water Crisis Creates PR Scandal for Michigan Governor

Ronn TorossianBy Ronn Torossian3 min read
Flint Water Crisis Creates PR Scandal for Michigan Governor
Share
Michigan Governor Rick Snyder started his second term in office on a great note. He helped put an end to the biggest municipal bankruptcy in American history. He then cut expenditure in the state by switching to a cheaper water source from the Flint River, which promised exponential savings. Events worked so much in his favor he considered capitalizing on that momentum by running for President. Flint Water Crisis PRBut while Governor Snyder made the most of his political success, his kryptonite brewed in the pipes turning to lead in the water and resulting in metal poisoning for several people. Lead is now also the prime suspect in a new outbreak of Legionnaire's disease killing almost a dozen people in Genesee County.

Governor Snyder’s Reaction

After tests showed an unhealthy increase in the lead levels in Flint children’s blood, Snyder switched back to the old water supply. He then declared a state of emergency and requested assistance from the federal government. President Obama quickly signed off on the request to help clean up Governor Snyder’s mess.

The Problem

While no one disagrees that Governor Snyder did the right thing, many wonder why he took so long to do it. His poor timing has several people questioning his administration’s handling of the situation. Some people in the media go as far as to call it ‘negligent.’ Evidence has also surfaced implying the top-level workers in his administration, knew of the public’s concern regarding the water, but disregarded it. It later became an issue for the Department of Environmental Quality to handle, resulting in the director’s resignation. The task was then taken on by the Department of Health and Human Services. By then, the Governor saw the true severity of the problem.

Public Outcry

Few people blame the governor for the decision to switch the water supply, but many people still blame him for a slow response. Not only did it cost the health – and potentially, lives – of Flint residents, but they lost faith in his administration. People no longer trust him to lead. More than 100 residents staged a protest outside his office last week calling for his resignation.

Political Response

As more people gear up for elections, the Republican versus Democratic rift grows. So, the Democrats made the most of this blunder. Tim Greimel, the House Democratic Leader, drew attention to the poor handling of the issue and supported calls for Snyder’s resignation. Further supporting the Democrats it was the leading Democrat in the Whitehouse providing assistance needed.

Recovery for the Governor

Still communication specialists and colleagues alike believe Snyder can turn things around if he proceeds cautiously and maintains a hands-on approach to solving the problem. As the damage has already been done, and apologies were already made, Snyder should now focus his attention on how to move forward.

What Next

He should establish systems for residents and the media to monitor recent updates on the situation. This helps to keep the issue in the public eye for the right reasons. It doesn’t just remind people the problem exists. It reminds them that Governor Snyder is working on it 24/7 and getting results. Updates can be shared via text messages, a web page, or social media. As actions overshadow words in any instance, the Governor should also take more measures to ensure the safe recovery of each individual, and provide reparations without a fight for the families affected. The responsible health officials should also do a thorough investigation of the Legionnaire's disease outbreak, and take measures to provide free treatment to those affected, whether it was caused by the water supply or not. This shows not just a commitment to cleaning up his mess, but a vested interest in the welfare of residents.
TagsCrisis PR & Crisis CommunicationsFeatured PR & Marketing Coverage
Ronn Torossian
Written by
Ronn Torossian

Shaping AI — and the answers inside the chatbox.

Ronn Torossian is the founder and chairman of 5W AI Communications, launched in 2003 — the AI Communications Firm, combining earned media, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research for B2C and B2B clients across beauty, technology, entertainment, corporate reputation, and crisis communications. An Inc. 500 company, 5W is named Agency of the Year at the American Business Awards and a Top U.S. PR Agency by O'Dwyer's.

Other news

See all
The Sports Streaming Restructure
Editorial Team · 05/25/2026

The Sports Streaming Restructure

How NFL on Amazon and Netflix, the NBA's 11-year deal, MLB on Apple, and the broader streaming-era broadcast realignment have rewritten the communications playbook for every major sports property in the U.S.

YouTube Is Now Institutional Citation Infrastructure — the 5W AI Video Citation Index Documents the Shift
Editorial Team · 05/25/2026

YouTube Is Now Institutional Citation Infrastructure — the 5W AI Video Citation Index Documents the Shift

For two decades the public-relations industry has measured earned media value through a hierarchy of text-based publications. The tier-one daily — New York Times, Wall Street Journal, Washington Post, Financial Times. The category trade. The digital news native. The high-traffic…

88% of Independent U.S. Funeral Homes Are Algorithmically Invisible — a Generational Consolidation Event the Industry Has Not Priced
Editorial Team · 05/25/2026

88% of Independent U.S. Funeral Homes Are Algorithmically Invisible — a Generational Consolidation Event the Industry Has Not Priced

New research finds 88% of independent U.S. funeral homes are "algorithmically invisible" to AI search engines like ChatGPT and Google AI Overviews. This presents a significant challenge for the $20-billion industry as corporate operators and platform challengers dominate AI answer surfaces. The article explores the implications of this digital invisibility and potential remediation pathways for independent businesses.

Never Miss a Headline

Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.