How to Rebuild Trust After a PR Crisis

A public relations crisis can strike any organization—large or small, corporate or nonprofit—and its impact can be far-reaching. Among the many potential consequences, one stands out above the rest: the erosion of trust. Trust is the bedrock of any brand’s relationship with its audience. When that trust is broken, it takes deliberate, strategic, and often long-term effort to repair.

In this article, we’ll explore:

• 7 common reasons why trust is lost during a PR crisis
• 7 proven ways to rebuild trust after a crisis
• Real-world examples of brands that recovered
• How to maintain trust throughout the crisis itself​​

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Whether you're navigating a reputation challenge now or simply preparing for the future, understanding these principles can help you turn adversity into an opportunity for growth and resilience.

7 Reasons Why Trust Is Lost During a PR Crisis

1. Lack of Transparency

When a crisis unfolds, stakeholders expect clarity and honesty. If your organization fails to provide transparent information quickly, speculation fills the void.

Example: Boeing 737 Max Crashes
After two fatal crashes in 2018 and 2019 involving the Boeing 737 Max, investigations revealed Boeing had known about software issues but didn’t fully disclose them. The lack of transparency caused widespread backlash, leading to a halt in production, plummeting stock prices, and long-term damage to Boeing’s reputation.

2. Delayed Response

Time is of the essence during a crisis. The longer it takes to respond, the more it appears your organization is either unprepared or unwilling to engage.
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Example: United Airlines’ Passenger Dragging Incident (2017)
When a passenger was forcibly removed from a flight, United Airlines initially defended the action. Their delayed and tone-deaf response triggered a wave of criticism. It wasn't until CEO Oscar Munoz issued a more empathetic apology days later that the airline began damage control. But the delay had already caused substantial harm.

3. Inconsistent Messaging

Mixed messages confuse audiences and signal a lack of alignment internally. Inconsistency can make it look like a cover-up—or, at best, poor leadership.
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Example: BP Oil Spill (2010)
During the Deepwater Horizon disaster, BP gave conflicting reports about the extent of the oil spill. Executives downplayed the volume of oil leaking, which not only contradicted independent estimates but made the company seem unreliable and untrustworthy.

4. Failure to Take Responsibility

When organizations shift blame or minimize their role in a crisis, it undermines credibility.
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Example: Facebook and the Cambridge Analytica Scandal (2018)
Facebook initially tried to distance itself from responsibility when data firm Cambridge Analytica improperly accessed data from millions of users. Only after media and public outcry did CEO Mark Zuckerberg issue an apology and appear before Congress. By then, many users had already lost trust.

5. Disregard for Impacted Audiences

Failing to acknowledge those directly affected can come across as cold or indifferent, even if unintended.

Example: Equifax Data Breach (2017)
Equifax waited weeks before informing the public about a data breach that exposed the personal information of over 140 million people. Their response lacked empathy and failed to prioritize consumer protection, an oversight that eroded consumer confidence and prompted lawsuits.

6. Tone-Deaf Communication

The wrong tone—corporate, dismissive, or overly defensive—can deepen distrust.
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Example: Pepsi’s Kendall Jenner Ad (2017)
Attempting to align the brand with social justice movements, Pepsi released an ad featuring Kendall Jenner that trivialized protest culture. The ad was pulled within 24 hours, but the backlash was severe. It showed how a tone-deaf message, even with good intentions, can quickly spiral into a crisis.

7. Reputation History

If your organization has a pattern of issues—or one crisis echoes a previous one—audiences are more likely to assume the worst.

Example: Uber’s Series of Scandals (2017)
Sexual harassment claims, executive misbehavior, and data breaches plagued Uber. These weren’t isolated incidents but part of a broader narrative that the company lacked internal accountability and ethical standards, which significantly hurt their public image.

7 Proven Ways to Rebuild Trust After a PR Crisis

1. Own the Mistake, Fully and Clearly

The first step in rebuilding trust is a genuine, public admission of fault. This isn’t just about apologizing—it’s about showing stakeholders you understand what went wrong.
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Example: Tylenol Cyanide Crisis (1982)
When seven people died after taking cyanide-laced Tylenol capsules, Johnson & Johnson immediately took responsibility. The company pulled 31 million bottles from shelves and introduced tamper-proof packaging. Their transparency and swift action helped them regain public trust and are still cited as a textbook PR recovery.

2. Communicate Proactively and Consistently

Clear, frequent updates show you are not hiding. Even if all the facts aren't available yet, explain what steps are being taken and when more information will come.

Example: Airbnb’s COVID-19 Response
When the pandemic disrupted global travel, Airbnb sent regular updates to hosts and guests. CEO Brian Chesky offered heartfelt messages, explained company decisions, and even created a relief fund for hosts. The human-first approach helped preserve Airbnb’s reputation during a global crisis.

3. Center the People Affected

Focus less on brand image and more on the impacted individuals. Whether that means customers, employees, or the public, their experience should guide your response.

Example: Starbucks’ Racial Bias Training (2018)
After a racially charged incident where two Black men were arrested at a Starbucks in Philadelphia, the company closed 8,000 stores for a day of racial bias training. Though not universally praised, the move demonstrated that Starbucks took the matter seriously and was willing to act.

4. Demonstrate Change Through Action

Words mean little without follow-through. Implement policy changes, staff training, or structural overhauls that prevent the issue from happening again.
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Example: Target’s Data Breach Recovery (2013)
After a major credit card breach, Target offered free credit monitoring to affected customers, revamped its security protocols, and hired a new Chief Information Security Officer. These changes signaled the brand’s commitment to regaining consumer trust.

5. Rebuild Internal Culture First

An organization that treats its employees poorly during a crisis will struggle to restore external trust. Empower your team, communicate transparently, and address internal concerns early.

Example: Chipotle’s Food Safety Overhaul (2015)
After multiple foodborne illness outbreaks, Chipotle launched a comprehensive food safety program and involved employees in new procedures. The internal commitment to change helped improve external perception and ensured smoother operations moving forward.

6. Engage in Thoughtful Listening

Trust is a two-way street. Facilitate opportunities for stakeholders to voice concerns. Surveys, open forums, and town halls can offer valuable insights and signal that you care.

Example: Nike and the Colin Kaepernick Campaign (2018)
Nike faced backlash and support for its campaign featuring Colin Kaepernick. The brand remained committed while listening to both critics and supporters. Over time, Nike’s customer base solidified, and the brand saw a sales boost, proving that aligned values and open dialogue can build long-term loyalty.

7. Highlight Small Wins and Long-Term Progress

Trust rebuilds slowly. Share milestones along the way, and be honest about where you are in the recovery journey.
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Example: Microsoft’s Privacy Reform (Post-2000s Antitrust Issues)
Following major antitrust controversies, Microsoft focused on transparency and ethics. The company emphasized secure cloud infrastructure and user privacy, gradually rebuilding a reputation for responsibility in tech. Today, it’s among the most trusted global brands in the industry.

How to Maintain Trust Throughout a Crisis

While it’s vital to rebuild trust after a crisis, maintaining trust during the storm is equally important. Not every brand loses public favor completely—many retain strong support by handling the crisis with foresight, empathy, and responsiveness.
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Here’s how to maintain trust while the situation unfolds:

1. Be First, Be Accurate

Get ahead of the story. Don’t wait for the media or internet sleuths to define the narrative. Release a statement as soon as possible, even if it's brief and promises more updates soon.

2. Use Human Voices

Avoid legal jargon or corporate speak. Use real people, CEOs, founders, and community leaders, to deliver heartfelt messages. Empathy goes a long way.

3. Keep All Stakeholders Informed

Customize communication for different audiences: employees, customers, media, and investors. Keeping them updated ensures they don’t feel forgotten.

4. Don't Overpromise

If you're uncertain about something, say so. Overpromising and underdelivering is a fast track to further trust erosion.

5. Empower Your Team

Train your team on how to respond to media, customers, or internal questions. A unified, calm, and informed staff can prevent misinformation from spreading.

Example: Patagonia’s Environmental Transparency
Patagonia often faces challenges common to companies in the supply chain and manufacturing industry. Yet by consistently publishing supply chain audits, calling out their own environmental impact, and taking public stances on values, they’ve managed to maintain trust—even when issues arise.

Final Thoughts

Trust is fragile but not irreparable. A PR crisis may feel like the end, but it can also be the beginning of a stronger, more accountable brand. Rebuilding trust takes more than just a press release. It requires consistent effort, people-first thinking, and transparency across every touchpoint.

At 5 Borough Communications, we help brands not only recover from crisis but also come out more respected, connected, and resilient than before.

If your organization is navigating a reputational challenge or preparing for the unexpected, let’s talk about how to build a crisis strategy that works—not just for your brand (or organization), but for the people behind it.