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This post was created in partnership with Brandwatch
A brand’s response to a crisis can define public perception for years. In an era where misinformation spreads in seconds and consumers demand swift, transparent action, companies must navigate high-pressure moments with precision to maintain trust.
During an ADWEEK House Austin Group Chat, co-hosted with Brandwatch, a panel of industry leaders tackled this challenge head-on. They shared how brands can distinguish between fleeting online backlash and a true crisis—and, more importantly, the strategies that ensure an effective, trust-building response.
Defining and measuring a crisis
With misinformation spreading online, distinguishing between a viral controversy and a real crisis is crucial. Christina Wu, customer success director and crisis response lead at Brandwatch explained how social listening tools help brands assess crisis severity. “We use a crisis index—measuring sentiment, post velocity, and engagement—to determine whether something needs immediate action or simple monitoring.”
Sean Cassidy, CEO of DKC, emphasized the importance of operational alignment during a crisis. “The best crisis management teams ensure marketing, social media, and PR are all in sync before a crisis hits,” Cassidy shared. “Speed, empathy, accuracy, and transparency are critical in managing public perception.”
Multiple panelists agreed that empathy should be at the center of a brand’s response. Brittany Brown, director of the digital and technology division at NASA, shared how her team navigated a recent misinformation crisis when false reports claimed astronauts were stranded in space.
“I saw a viral X post that said the astronauts would lose oxygen in 43 days, which was fake news. There were 7 million people who had seen this and believed it as truth. So, I made a recommendation that we publish FAQs on our website about how the space station works, what we have on the station available to the crew, and information about this mission,” Brown explained. “Within a day, 90,000 people viewed the post, 80% from Google searches. That’s a good example of being present, being transparent, and educating your audiences, especially when there’s misinformation out there.”
