When external communication counts: handling negative reactions
Handy steps to navigate backlash illustrated by cases with Apple, Pepsi, and Lush
How a brand responds to criticism can make or break its reputation. That’s why clear communication and smart PR are key to turning negative moments into opportunities to build trust and brand awareness.
7 steps to handle negative reactions
React quickly
Don’t ignore the problem. If something goes wrong, let people know right away. For example, if your website goes down, post on social media to say you’re on it and are fixing the issue. This shows you’re paying attention and care about what’s happening.
Apologize sincerely
If your brand is at fault, offer a genuine apology. For example, if a form on your website stops working, tell your users you’re sorry and let them know when you’ll fix it. When you show that you’re responsible and transparent, people are more likely to stay loyal to your brand.
Communicate clearly
Tell your audience how you’re fixing the problem and when they can expect the fix. Keeping them in the loop shows you’re committed to doing things right.
Discuss privately
Sometimes, it’s best to move the conversation to a private channel when the issue is complex, highly emotional, or involves sensitive information.
Start by acknowledging the concern publicly, then invite the user to continue discussing it via direct message or email to offer a more personalized and detailed solution.
Keep the problem visible
It’s better not to delete negative comments unless they break the rules. Handling them openly shows transparency, builds trust, and boosts brand awareness by showing how you solve problems.
Adjust to feedback
Be open to change based on feedback. If users complain about a confusing menu on your site, listen, make changes, and then let them know you’ve improved it. This shows you’re listening and always looking to get better.
3 real-life examples from renowned brands
Pepsi releasing the Kendall Jenner ad
Situation: Pepsi released the ad with Kendall Jenner that was meant to promote unity. Instead, it faced heavy criticism for being insensitive to social justice movements, particularly Black Lives Matter. The ad was seen as trivializing serious issues.
How they handled it: Pepsi quickly pulled the ad and issued a public apology. They admitted they missed the mark and clarified on social media they didn’t mean to downplay any serious issues. By acting fast and admitting their mistake, Pepsi managed to calm some of the backlash.
Apple slowing down older iPhones
Situation: Apple got into hot water when it was revealed that it was slowing down older iPhones with software updates. People thought Apple was doing it to push them into buying new phones, and the fuss led to a lot of backlash and lawsuits.
How they handled it: Apple quickly admitted what they were doing and explained why—it was to prevent unexpected shutdowns due to aging batteries. They apologized for not being upfront and offered discounted battery replacements. They also added a new feature in iOS so users could see their battery health and decide if they wanted to manage performance.
Lush and the “Anti-Spy Cops” social media campaign
Situation: Lush UK ran a campaign called “Anti-Spy Cops” to bring attention to undercover police officers infiltrating activist groups. The campaign aimed to raise awareness, but many people thought it was too confrontational and accused Lush of being anti-police.
How they handled it: Lush clarified that the campaign wasn’t against the police but was meant to highlight a specific issue. They responded directly to users on Instagram, explaining their position and listening to concerns. Although they stood by their campaign, they adjusted their messaging to be clearer and more respectful.
Not all negative reactions are justified. Sometimes, it’s just a few people making noise for the sake of it—attention-seekers who want to stir up controversy and see how you’ll react. In these cases, it’s important to pick your battles and know when to walk away. Not every comment needs a response, and sometimes the best move is to let it go and focus on more meaningful interactions.
Wrapping up, a strong external communication strategy boosts brand awareness and strengthens your brand. What makes it smart is being open, honest, and transparent.