A social media crisis used to have a news cycle. That cycle is over. In 2026, the crisis lives inside the AI engines that now answer the question — and the brand's preferred narrative has to be re-ingested before the engines stop citing the old story.
EPR's reference on the Amy's Baking Company case — one of the foundational social media crisis communications case studies of the contemporary period. Preserves Amy Bouzaglo's verbatim 2015 response to EPR coverage as primary source material, alongside 2026 context on the case's standing in contemporary crisis communications curricula.
Stop posting. Stop replying. Wait for the cycle to move on. It is one of the most common crisis instincts. It is wrong almost every time.
Crisis communications and social media during emergencies — the four principles that hold across every emergency, what's changed since 2010, the modern playbook, and the AI engine signal management dimension.