4 Biggest PR Nightmares 2024: What Went Wrong and What You Can Learn

By Tim Gray

March 17, 2025

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We’ve all heard the saying that any press is good press. In my years working in PR, I’ve seen firsthand how misleading that idea can be – especially when a company’s reputation and bottom line are at stake. If there’s one thing that 2024 showed us, it’s that when crisis communication goes awry, the consequences can be swift and severe.

I’ve guided clients through situations during which a slow or tone-deaf response turned a manageable issue into a full-blown PR nightmare. From tone-deaf campaigns to mismanaged data breaches, this year’s high-profile PR blunders reminded us all of the critical need for timely, transparent, and empathetic communication.

Let’s take a closer look at some of the most significant missteps and recoveries from the past year – and what these lessons can teach us about turning challenges into opportunities.

The Biggest PR Nightmares of 2024

1. Boeing’s Never-Ending Technical Issues

Boeing’s 2024 was nothing short of turbulent, with crisis after crisis rocking the company’s reputation. From a mid-flight door blowout on an Alaska Airlines 737 MAX to jammed flight controls during landing, and Boeing’s Starliner spacecraft has faced multiple delays and technical challenges, which impacted its ability to meet NASA’s requirements for various missions, including  NASA turning to SpaceX over Boeing’s Starliner for a rescue mission – the hits just kept coming. 

These incidents highlighted serious technical troubles and a growing trust gap. While Boeing’s sluggish and vague responses drew sharp criticism and tanked its stock by 30 percent, it was the Alaska Airlines fiasco that set a precedent that colored public perception of every misstep that followed.

What They Did Wrong:

Boeing’s response to these crises was a masterclass in what not to do during a public relations emergency. Instead of addressing the incidents head-on, the company issued vague, technical statements that downplayed the gravity of the situations. 

For instance, after the mid-flight door blowout on an Alaska Airlines 737 MAX, Boeing’s initial statement failed to express empathy for the passengers or provide clarity on how such an alarming failure could have occurred.

Compounding the issue, Boeing delayed addressing the broader implications of these repeated incidents, allowing media speculation and public distrust to grow unchecked. The lack of a unified and human-centered message left stakeholders – customers, regulators, and investors alike – feeling ignored and uncertain about Boeing’s ability to prioritize safety. 

This approach created a cascading effect. Each subsequent incident, including the Starliner delays and control system malfunctions, was met with similarly opaque and detached responses, further eroding confidence in the brand.

What They Could Have Done Better:

Boeing needed to own the moment with empathetic, transparent communication right out of the gate. Regular updates on safety measures and a clear commitment to accountability would have reassured stakeholders and demonstrated true leadership.

Lessons Learned:

• Lead with Empathy: Crises are about people first – acknowledge the human impact before diving into the tech talk, a step Boeing skipped completely.
• Speed Matters: Boeing’s hesitation proves delays only breed distrust. Even partial updates are better than radio silence.
• Own It: Taking responsibility upfront can be the difference between rebuilding trust and losing it forever.

Want a full guide on PR crisis management? We’ve got you covered. Check it out: Guide to PR Crisis Management 2025 [+ Examples and Tips]

2. CrowdStrike’s Global IT Meltdown

In 2024, a botched software update from Austin-based cybersecurity giant CrowdStrike caused widespread IT outages across critical industries, including airlines, hospitals, and financial services. The impact was far-reaching: airlines were grounded, hospital systems were disrupted, and organizations scrambled to restore operations. 

Despite the severity of the situation, CrowdStrike’s slow acknowledgment of the problem and a detached initial response left clients feeling abandoned. The company’s mismanagement of the crisis cost them dearly, with a 22 percent stock drop and a staggering $16 billion in market value erased.

What They Did Wrong:

CrowdStrike’s initial response failed on multiple fronts. First, there was a significant delay in acknowledging the incident. When the company finally issued a statement, it was overly technical and lacked empathy for the real-world disruptions their clients were experiencing. 

Instead of addressing how airlines were grounded and hospitals were struggling, the statement focused narrowly on internal remediation efforts, which left affected organizations feeling ignored.

Compounding the issue, CEO George Kurtz’s public statements lacked urgency or accountability. His tone came across as dismissive, offering little reassurance to clients who were grappling with operational chaos. This disconnect only deepened frustration and fueled negative public sentiment.

Furthermore, CrowdStrike missed an opportunity to demonstrate leadership by not providing immediate, practical guidance to affected users. They could have shared proactive steps to mitigate damage or outlined a clear timeline for resolving the issue. Instead, their vague updates left stakeholders in the dark.

What They Could Have Done Better:

CrowdStrike could have mitigated much of the fallout by adopting a more empathetic, transparent, and decisive approach. Specifically:

• Acknowledge the Problem Promptly: As soon as the outages began impacting critical systems, CrowdStrike should have publicly acknowledged the issue, even if they didn’t have all the answers yet.
• Address the Human Impact: They should have recognized the chaos their clients were facing – grounded flights, delayed surgeries, and financial disruptions – and directly apologized for the operational toll.
• Provide Immediate Solutions: Offering practical steps, such as rolling back the update or implementing temporary workarounds, would have shown they were prioritizing their clients’ needs over internal damage control.
• Communicate Regularly: Instead of issuing sporadic updates, CrowdStrike needed to establish a clear communication cadence to keep clients informed of progress and timelines for resolution.

Lessons Learned:

• Empathy First: Acknowledge the operational and human toll of the crisis to rebuild trust.
• Speed Matters: Delays in addressing an issue give frustration and speculation time to grow.
• Support Stakeholders: Proactive guidance and practical solutions go a long way toward minimizing damage and demonstrating care.

What happens when you bomb an interview? How can you avoid turning it into a PR mistake? Find out here: What to Do (and Not to Do) When a Media Interview Bombs [+3 Tips]

3. Ticketmaster’s Trust Deficit

In 2024, Ticketmaster faced intense backlash following a massive data breach that exposed the personal information of 560 million users. 

The breach, which occurred between April and May, compromised sensitive data such as email addresses, phone numbers, and in some cases, payment details. Despite detecting the breach in late May, Ticketmaster delayed notifying affected users until July—a nearly two-month gap that left millions vulnerable to fraud and identity theft.

The fallout was immediate and severe. Users took to social media to express frustration, privacy advocates criticized the company’s lack of transparency, and regulators began scrutinizing Ticketmaster’s handling of the breach. This series of missteps not only eroded user trust but also raised questions about the company’s ability to protect its customers’ data.

What They Did Wrong:

Ticketmaster’s handling of the data breach was marked by a series of critical missteps. First, the company delayed notifying affected users for nearly two months after detecting the breach in late May. This prolonged silence left millions unaware that their sensitive information—such as email addresses, phone numbers, and potentially payment details—had been compromised. 

Without timely warning, users were unable to take preventative measures, such as changing passwords or monitoring their accounts for fraudulent activity.

When Ticketmaster finally addressed the breach, their communication lacked both transparency and urgency. The initial notification to affected users provided vague details about the incident, failing to clearly explain what data had been exposed, how the breach occurred, or what steps the company was taking to prevent future incidents.

This lack of clarity left users frustrated and suspicious, prompting public backlash and further scrutiny from privacy advocates and regulators.

Adding to the frustration, Ticketmaster did not offer affected users meaningful support or actionable solutions. Simple measures, such as providing free credit monitoring services or detailed instructions on securing their accounts, could have mitigated some of the damage. 

Instead, the company’s detached and reactive approach signaled a lack of accountability and concern for its customers’ well-being.

What They Could Have Done Better: 

Ticketmaster could have significantly reduced the fallout by adopting a proactive and transparent approach from the start. Specifically:

• Disclose the Breach Promptly: As soon as the breach was detected in May, Ticketmaster should have issued an initial statement acknowledging the incident, even if all details weren’t yet available. Transparency in the early stages of a crisis can build trust and prevent speculation.
• Provide Regular Updates: Establishing a consistent communication schedule would have kept users informed about the investigation’s progress and the steps being taken to address the breach. Frequent updates help manage expectations and show accountability.
• Offer Immediate Support: Proactively offering affected users practical solutions—such as password resets, two-factor authentication guidance, and free credit monitoring services—would have demonstrated a genuine commitment to protecting their customers.
• Communicate Clearly and Empathetically: Ticketmaster should have explained what data was exposed, how the breach occurred, and what customers could do to protect themselves, using straightforward, jargon-free language. Empathetic messaging would have helped ease user frustration and demonstrated that the company understood the personal impact of the breach.
• Show a Commitment to Change: Announcing a detailed plan to strengthen cybersecurity measures, such as third-party audits or enhanced encryption protocols, would have reassured customers that steps were being taken to prevent future incidents.

Lessons Learned:

• Transparency Is Key: Honest, open communication keeps stakeholders informed and prevents speculation.
• Support Your Users: Providing clear, actionable solutions reduces frustration and shows you care.
• Speed Matters: Timely responses are critical to managing reputational damage in a crisis.

4. Kyte Baby’s Viral Employee Drama

In 2024, baby clothing brand Kyte Baby found itself at the center of a social media firestorm after an employee’s request to work remotely while caring for her adopted newborn in the NICU was denied. The employee’s resignation letter, which detailed her struggles and the company’s lack of compassion, quickly went viral, sparking widespread outrage.

The backlash was swift and severe. Consumers criticized Kyte Baby for failing to live up to its family-oriented image, and many called for a boycott of the brand. The company’s initial response—a cold and generic apology—only fueled public anger, further damaging its reputation and raising questions about its values and workplace policies.

What They Did Wrong:

Kyte Baby’s handling of this incident was a textbook example of what not to do in a workplace crisis. The company’s first major mistake was its lack of empathy. 

Instead of acknowledging the employee’s unique challenges—balancing the care of a critically ill newborn while managing work—Kyte Baby issued a generic, impersonal apology that came across as dismissive. This response not only failed to connect with the public but also reinforced the perception that the company prioritized policies over people.

Adding to the problem, Kyte Baby did not address the broader workplace issues the incident raised. In a time when flexible work arrangements and support for working parents are hot-button topics, the company missed an opportunity to take a stand for modern workplace values. By remaining silent on these issues, Kyte Baby alienated its audience, who expected a family-focused brand to demonstrate compassion and adaptability.

Finally, the company failed to act quickly. As the employee’s resignation gained traction online, Kyte Baby’s delayed response allowed the narrative to spiral out of control. This lack of urgency made it appear as though the company was unprepared to handle a reputational crisis, further eroding trust.

What They Could Have Done Better:

Kyte Baby had multiple opportunities to turn this situation into a moment of accountability and growth. Here’s what they could have done:

• Lead with Empathy: Acknowledge the emotional and practical challenges faced by the employee. A heartfelt apology addressing the situation directly—rather than issuing a cold, generic statement—would have gone a long way toward showing care and concern.
• Take a Public Stand: Use the incident as a catalyst to review and revise workplace policies. Announcing changes, such as more flexible remote work options or enhanced parental leave benefits, could have demonstrated a genuine commitment to supporting employees.
• Respond Quickly: Address the incident promptly before it spiraled. A same-day response could have helped Kyte Baby take control of the narrative and show that it was taking the matter seriously.
• Engage in Dialogue: Open a conversation with the public about the challenges of balancing work and family, positioning the company as a thought leader on these issues.

Lessons Learned:

• Empathy Matters: Always approach crises with compassion, especially when they involve personal or emotional circumstances.
• Act Quickly: Delayed responses give negative narratives time to grow.
• Align Actions with Values: Ensure that workplace policies and crisis responses reflect the company’s core values.
• Own Your Mistakes: Acknowledging missteps and outlining solutions builds credibility and trust.

Want to establish your brand as a thought leader? Not sure how? Check out our guide: Leveraging Brand Thought Leadership: The Ultimate Strategy Guide [+ Examples & Trends]

Unified Takeaways for Crisis Management

Crises are a test of character and preparation. Whether you’re a global corporation or a small business, how you respond can determine whether you rebuild trust or lose it entirely. The key is to anticipate challenges and adhere to these best practices, ensuring your actions reflect empathy, transparency, and accountability. Even the most prepared organizations stumble, but the difference between bouncing back and breaking down lies in your ability to act swiftly, speak authentically, and take control of the narrative.

Let these examples serve as your reminder: crises don’t wait for convenience. Being prepared can turn a potential disaster into an opportunity to demonstrate leadership.

Lessons Learned:

• Empathy Comes First: Always connect with those affected on a human level, whether it’s customers, employees, or stakeholders. Acknowledge the emotional and operational toll of the crisis before diving into solutions.
• Transparency Is Key: Honest, open communication builds trust and keeps speculation at bay. Avoid vague statements, and provide clear, actionable details about the situation.
• Act Fast: Delays breed frustration and fuel negative narratives. Timely responses—even if partial—show you’re in control and prioritizing the issue.
• Own Your Mistakes: Accountability isn’t optional. Admitting fault and outlining steps for improvement is the foundation for rebuilding credibility.
• Support Your Stakeholders: Offer practical solutions, such as instructions, compensation, or tools to mitigate harm. Proactive steps show care and commitment.
• Engage Public Feedback: Listen, adapt, and respond to criticism. This demonstrates that you’re learning from the crisis and taking steps to improve.
• Align Actions with Values: Ensure that your crisis response reflects your brand’s core values and reinforces your company’s mission.

Ready to get started with a public relations strategy that establishes you as a thought leader and gets you good press? Then book a consultation with our team and we’ll build one together.