4 Strategic Ways to Handle Negative Media Attention

A bad press cycle can cause investors to pull back, customers to lose trust, and competitors to gain ground. Without a solid crisis communications strategy, even a minor issue can spiral into a full-blown PR disaster. While no company can avoid every crisis, many issues can be anticipated and contained before they escalate. 

What Happens When Companies Get It Wrong

The cost of a poor response is well-documented. When Boeing faced its 737 MAX crisis, delayed and defensive communication led to a 25% stock drop and years of reputational damage.

United Airlines is another example. In 2017, a passenger was forcibly removed from an overbooked flight and the video went viral within hours. CEO Oscar Munoz's initial statement defended the crew and called the passenger "disruptive and belligerent" rather than acknowledging the harm caused. 

This incident single-handedly dropped their stocks under 48 hours. 

Companies that recover quickly share one thing in common. They treat crisis communication as a business-critical function, not an afterthought. They have trained spokespeople, pre-approved messaging, and a team ready to move before the story takes on a life of its own.

Here how to handle negative media attention: 

Acknowledge the issue right away 

Any delay creates an information vacuum that critics and social media or press can fill with speculation. If your company feels unprepared, the least you can do is be honest and release a statement that reflects your commitment to transparency. 

Here’s an example for you - "We acknowledge the situation and are gathering information. Our priority is a responsible resolution and keeping stakeholders informed." 

Own the narrative 

Any bad press for you is an opportunity for your competitor to shine. Stay professional and avoid over-explaining or reacting emotionally. 

Your company’s strategic response should: 

• Address concerns without amplifying misinformation

• Show accountability if a mistake occurred

• Offer a solution or next steps

• Maintain brand values and professionalism
  

Work with media outlets 

If one outlet runs negative coverage, others may be open to sharing your side of the story. When choosing an outlet, pick one that’s well-respected and neutral, you have existing media relationships with, and will offer an urgent exclusive interview or article. 

Amplify your narrative using social media 

Social media can reach thousands in hours but also fuel misinformation. A clear strategy ensures you stay in control.

• Best practices for handling crises online:

• Keep responses professional; don’t argue in the comments 

• Don’t delete negative comments unless they violate platform policies 

• Address any false claims quickly 
  

Keep your employees informed 

You don’t want your employees to feel uncertain. Don’t wait till the crisis becomes a news and they hear about it from their family, friends, or social media. 

When a crisis first hits, call for an internal meeting to brief them about the situation and what they can or cannot say publicly. We also recommend that you appoint a high-level manager or a crisis team to handle their questions. 

What defines a good crisis strategy? 

A solid crisis strategy gives your company the tools to respond quickly, take control of the narrative, and protect its reputation. It starts with risk assessment, where you identify potential threats. 

Your plan should include: 

• A designated spokesperson trained for media interactions

• A dedicated crisis management team with employees from different departments

• Pre-approved plan targeted for different crisis 

• Internal communication strategies to keep employees aligned

• A real-time monitoring system for press coverage and social media mentions

When researching potential risks, take input from your employees, from the executive to the C-level. Make a list of 9-10 risks and play them out. 

Here’s a list to get you started: 

• Data breaches or cybersecurity attacks 

• Product recalls and safety issues 

• Executive scandals or leadership misconduct

• Regulatory issues 

• Negative videos by customers on social media 

• Mass layoffs

• Unfair labour practices 

• Workplace accidents 

Crisis Communications Training in Toronto and Vancouver

It’s inevitable for a company to face a crisis at some point, but the right strategy can control the damage and protect your reputation.

Bulletproof Media Training, led by veteran trainer Tara McCarthy, brings over 20 years of experience supporting CEOs, founders, and senior leaders through high-visibility moments and media appearances. Our bilingual team delivers structured, one-on-one training that prepares spokespeople to handle difficult questions with discipline and precision. 

Book a free consultation today.