When Abbott announced its FreeStyle Libre 3 device correction in November 2025, the company’s communications team had already established a verification website, deployed 24/7 customer support, and prepared replacement logistics. Seven deaths and 736 adverse events demanded nothing less. But the real test wasn’t the announcement, as îit was managing the narrative across global media, […]
When Cracker Barrel quietly rolled out a refreshed logo last week, executives probably expected a warm welcome for their modernized, simplified brand identity. Instead, they got a masterclass in how quickly brand updates can spiral into a full-blown PR crisis. Here’s what happened — and what PR pros can learn. 1. The Rollout: A Modern […]
Table of Contents 1. What Is a Reputation Crisis? 2. What Triggers a Brand Crisis? 3. Why Reputation Crisis Management Matters 4. 3 Phases of Crisis Management 5. Crisis Communication Strategy 6. Media Intelligence & Listening 7. Best Practices for Brand Crises 8. Real-World Crisis Responses 9. Reputation Recovery 10. How Fullintel Supports In 2023, […]
Criticizing your customers is a risky play. Regardless of the venue, when a CEO speaks about those who buy their products, there’s risk of alienation. Take, for example, an investor presentation for Ubisoft that GamesRadar spotted, where Ubisoft CEO Yves Guillemot labelled feedback from customers as “bashing” and that the “toxicity in games and services” […]
Picture this: Tuesday, 10 p.m. Your Slack channel lights up. A TikTok video claiming your GLP-1 trial “shrunk kidneys” has exploded from 200 to 20,000 shares while you were brushing your teeth. That familiar knot forms in your stomach. Sound familiar? Recently at Ticket-to-Biotech, Angela Dwyer (FullIntel’s Head of Insights) and I explored how biotech […]
A single complaint, viral post, or product misstep can ignite a media storm in hours, leaving your brand’s reputation exposed. Traditional PR crisis management still matters, but it can’t keep up with the speed and unpredictability of the 2025 media landscape. Today, the brands that thrive don’t just react. They anticipate. That’s where Fullintel comes […]
The humble egg—once an everyday staple—has become an unlikely star in national headlines. What started as a supply issue has transformed into a full-blown media crisis impacting consumers, businesses, and policymakers alike. The egg shortage isn’t just about breakfast anymore—its ripple effects extend across industries, from baked goods to fast food to protein shakes. So, […]
At first glance, Arrival is a film about aliens, but beneath the surface, it’s a masterclass on communication—both as an art and a science. Right now, as we navigate an era of global crises, deep political division, and an increasingly volatile media landscape, the lessons from Arrival feel more relevant than ever. One of the most striking scenes in […]
Protesters and counter-protesters square off and descend into violence as arrests are made. A flash mob assembles and ransacks a major retailer, shoplifting thousands of dollars in items. Observers look on as a quickly organized rally spouts misinformation and hate speech. An active shooter appears on campus. What do all these situations have in common? […]
In the military and emergency preparedness communities, after-action reports – also known as “hotwashes” – are vital to ensure teams stick to the plan and execute at a high level while learning from their mistakes. The same is true for those in the communications trenches, both during and after a fast-moving crisis. And while the […]
