In today’s divisive climate, with issues like social justice and corporate responsibility, companies are constantly navigating the delicate balance of what to say—and when to stay quiet. The challenge is real: staying silent can draw criticism, while speaking out on nearly any topic carries its own risks.
This is where cancel culture comes into play—a phenomenon where individuals or companies are publicly “canceled” for actions or statements seen as offensive or insensitive. This backlash, often amplified by social media, can lead to calls for boycotts, resignations, or severe reputational damage.
Given how quickly these situations can escalate, businesses must be prepared to act swiftly and decisively if they find themselves in the crosshairs of cancel culture. Here are five key strategies to help you respond effectively and protect your brand.
1. Observe and Assess
When your company comes under attack online, the instinct might be to immediately jump in and defend yourself. But the smarter move is to pause and listen first. Pay attention to what is being said about your brand, both online and in traditional media. Monitor social media channels, articles, and public comments to get a sense of the overall sentiment. You can use media monitoring tools like Google Alerts, Mention, or Talkwalker to keep a close watch on the conversation.
Understanding public perception before responding will help you address the actual concerns and avoid escalating the situation with a hasty or misinformed response.
2. Solidify Your Message
Once you’ve gathered the facts and gauged the sentiment, it’s time to develop a cohesive message. Consistency across all platforms is critical. Frame your communication carefully—acknowledge any mistakes or missteps, but emphasize your company’s values and commitment to making things right.
If your organization made an error, own it. Apologize sincerely and clearly outline what steps you’re taking to correct the issue and improve moving forward. Transparency and follow-through are crucial to rebuilding trust and showing that your words are more than just damage control.
3. Bring in Outside Expertise
Even with a capable internal team, sometimes an outside perspective is invaluable. A crisis management or public relations firm can offer objective analysis and guide you through the situation with fresh, unbiased insights. They specialize in navigating high-stakes crises and can work in tandem with your legal team to ensure your response minimizes both reputational and legal risks.
An external expert can help you craft a response that is comprehensive and measured, ensuring that no angles are overlooked.
4. Take Control of the Narrative
Once you’ve locked down your message, it’s time to take control of the conversation. Don’t allow the situation to escalate further without your input—defend your reputation by presenting your side of the story. You have the facts, and you have the most to gain by ensuring that the truth is clearly communicated.
Reach out to all relevant stakeholders: employees, customers, vendors, and the media. Engage with those discussing your brand online and make sure your message is reaching them.
5. Mobilize Your Advocates
One of the most powerful resources during a crisis is your network of supporters. Rally your brand’s advocates—whether they’re loyal customers, business partners, investors, or members of your board. These allies can help amplify your message and counteract the negative narrative.
Remember that your employees can also be your greatest advocates. If your crisis communication is well-handled, your team can speak on behalf of the company, sharing their personal experiences and helping to set the record straight. Everyone, from senior executives to entry-level staff, can play a role in defending your company’s reputation.
Aim Not Just to Survive—But to Thrive
Cancel culture thrives on sustained pressure, often designed to force a specific outcome. However, by following these five steps, your organization can regain control of the narrative and turn a potentially damaging situation into an opportunity to demonstrate leadership and resilience. The key is to act quickly, decisively, and with a commitment to transparency and action.
With the right approach, your company can emerge from the storm not just intact, but stronger than before.
Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.