Pepsi just learned the hard way that even the biggest brands can post something that sounds clever at 9 a.m. and watch it blow up by lunch. Their recent Wild Cherry Threads post joking about “asking for permission” landed like a lead balloon—quickly read as tone-deaf on consent. Cue the backlash, the deletion, and the classic “we hear you, we’re sorry” apology.
Here’s the thing: it’s not if your team will get “the call.” It’s when.
Maybe it’s a poorly worded social post, a viral negative headline, or that dreaded product recall notice. You’re in a meeting, on vacation, or (god forbid) finally offline for the weekend—and boom. Crisis mode.
Do you have the tools and muscle memory to respond on the fly, or are you scrambling while the internet does its thing?
Your Crisis Kit – The Non-Negotiables (Keep These Ready):
- A Pre-Approved Rapid Response Playbook Clear protocols, holding statements, and decision trees so you’re not inventing policy in a panic. Who approves what? When do you go dark vs. speak up?
- A Battle-Tested Messaging Bank + Spokespeople Updated key messages, fact sheets, and trained execs ready to roll. No time for “What should we say?” when the clock is ticking.
- A Cross-Functional War Room List One-call access to legal, leadership, digital, and ops. Know exactly who’s in the room (physically or Zoom) the second things go sideways.
Because in this game, the brands that survive aren’t the ones who never mess up—they’re the ones who mess up and recover with speed, clarity, and a little humility.
At TerraPulse, we help leadership teams build these systems before the call comes. Because hoping it won’t happen is not a strategy.