HSR Case Study: How Not to Handle a PR Crisis

Here’s the Reality Check: Expect a PR Crisis. If you’re building or operating a consumer brand, it’s naive to think you won’t face a PR crisis (or several). No matter how careful you are, misunderstandings and slip-ups happen—and they’ll happen faster and bigger than you think. I’ve seen it all firsthand in consumer brands I’ve worked with; I don’t know of a single one that hasn’t faced multiple crises. Think this is something only massive brands deal with? Think again. Even beloved brands like Glossier, Outdoor Voices, and Away have faced major crises at early stages of building.