Wow, 2025 has been a wild ride for businesses, hasn’t it? We’ve seen some truly bizarre and unfortunate situations pop up, from airline disasters to celebrity mishaps and even some questionable marketing choices. It feels like every week there’s a new headline about current business scandals. But honestly, all this chaos actually gives us a chance to learn. By looking at how companies handled these messes, we can figure out what works and what really doesn’t when things go wrong. It’s not pretty, but it’s super useful.
Key Takeaways
- When a crisis hits, speed and honesty are everything. Companies that get ahead of the story quickly, share what they know, and admit their part (or show sincere concern if they aren’t at fault) tend to fare much better. Think American Airlines and Turo – they didn’t wait around.
- Being creative can actually help. Sometimes, a clever or even funny approach, like Astronomer’s ad with Gwyneth Paltrow, can shift the conversation away from the negative and remind people what the company is actually about. It’s a risky move, but it paid off.
- You can’t just talk; you have to act. Saying sorry or promising change isn’t enough. Companies like Pertamina learned that the hard way. Real change, like fixing internal problems or showing up for the community, is what rebuilds trust after a scandal.
1. American Airlines: Navigating a Tragic Aviation Crisis
On January 29, 2025, the skies over Washington, D.C. became the scene of an unimaginable tragedy. An American Airlines passenger jet and an Army helicopter collided in midair, resulting in the deaths of all 67 people on board. This event was the deadliest U.S. aviation incident in decades, and the response from American Airlines became a critical case study in crisis communication.
From the outset, the airline focused on transparency and empathy. CEO Robert Isom didn’t hide. He appeared in video statements and held press conferences, offering sincere condolences to the families and providing factual updates as they became available. This direct approach helped to counter the immediate spread of misinformation and speculative narratives that often arise after such devastating events.
Here’s a look at some key aspects of their communication strategy:
- Swift and Consistent Updates: The airline committed to regular briefings, giving media and the public a steady stream of verified information. This helped to manage the narrative and prevent rumors from taking hold.
- Human-Centered Messaging: The focus was consistently on the victims and their loved ones. Statements and actions prioritized acknowledging the profound loss and offering support, rather than immediately jumping to technical explanations or blame.
- Openness with Investigators and Media: While protecting sensitive information, American Airlines made efforts to cooperate with official investigations and provide access to relevant personnel, demonstrating a commitment to understanding what happened.
The pressure on an airline after a crash like this is immense. Every word, every action is scrutinized. American Airlines’ ability to balance the need for information with genuine compassion set a standard for how to handle such a profound loss in the public eye.
While the airline couldn’t undo the tragedy, its communication efforts played a significant role in maintaining public trust during an incredibly difficult time. The emphasis on clear, empathetic, and timely information sharing proved vital in a situation where emotions ran incredibly high and the need for facts was paramount.
2. Astronomer: The Coldplay Kiss-Cam Scandal
So, Astronomer, a tech company, found itself in a bit of a pickle back in July 2025. During a Coldplay concert, their CEO and HR chief got caught on the kiss cam. Yeah, you read that right. It wasn’t exactly the kind of spotlight they were hoping for, and the internet, as it does, had a field day. Pretty quickly, both individuals stepped down, and the company had to figure out how to move past this rather awkward public moment.
Instead of just hiding or issuing a dry statement, Astronomer decided to go a different route. They partnered with Ryan Reynolds’ agency, Maximum Effort, and roped in Gwyneth Paltrow for a funny ad. The ad didn’t even mention the kiss cam incident directly. It just talked about ‘common questions’ people might have, while subtly promoting what Astronomer actually does. It was a clever way to take a potentially damaging situation and turn it into something that got people talking about their product in a lighthearted way.
This whole situation really showed how quickly things can go viral these days and how a company responds can make or break its image. It’s a good reminder that sometimes, a bit of humor and a creative pivot can be more effective than trying to sweep something under the rug.
Here’s what we can take away from Astronomer’s handling of the kiss-cam kerfuffle:
- Own it, then pivot: The resignations showed they weren’t ignoring the problem. This cleared the way for a new approach.
- Humor as a tool: Using celebrity and a funny ad helped shift the conversation away from the scandal.
- Focus on the product: The ad, while addressing ‘questions,’ ultimately brought attention back to Astronomer’s actual business.
The key here was not to pretend the incident didn’t happen, but to acknowledge it indirectly through action and then steer the narrative in a completely different, more positive direction. It’s a bold strategy, but when executed well, it can work wonders.
3. Pertamina: Fuel Adulteration Scandal
In 2025, Indonesia’s state-owned oil giant, Pertamina, found itself in hot water. It came out that their popular Pertamax fuel had been mixed with something it shouldn’t have been. This wasn’t just a small oopsie; it caused a huge stir among customers and led to calls for serious changes within the company.
The company eventually admitted the problem and apologized, promising to fix things. But honestly, just saying sorry and promising reforms wasn’t enough for a lot of people. Experts pointed out that to really get back the public’s trust, Pertamina needed to do more than just talk about changes; they needed to actually make them happen deep down in the company’s structure.
Here’s a look at what went wrong and what could have been done better:
- Lack of Transparency: Initially, it seemed like Pertamina wasn’t upfront about the extent of the adulteration. This made people suspicious.
- Slow Response: While an apology eventually came, the speed at which it happened and the concrete actions that followed were criticized.
- Need for Systemic Change: The scandal highlighted that superficial fixes wouldn’t cut it. The company culture and oversight needed a real overhaul.
The fallout from the Pertamina fuel adulteration scandal really showed how important it is for big companies to be honest with their customers. When people feel like they’re being misled, especially about something as basic as the fuel they put in their cars, rebuilding that trust is a long and difficult road. It’s not just about fixing the immediate problem, but about proving over time that the company has learned its lesson and won’t let it happen again.
This case is a stark reminder that for any business, especially one as central as an energy provider, maintaining integrity and accountability isn’t just good practice – it’s absolutely necessary for survival.
4. Turo: Automotive Incident Response
When a couple of really bad things happened involving cars rented through Turo back in 2025, the company found itself in a tough spot. Even though they weren’t directly responsible for the tragic explosions that occurred, Turo didn’t wait around to see what would happen. They immediately put out a statement that was both heartfelt and transparent.
Instead of just saying ‘it’s not our fault,’ Turo’s CEO actually went on CNBC to talk about it, showing real emotion and offering an apology. This kind of move, especially when you’re not legally on the hook, really helps build trust. They also brought in outside security folks to look over how their platform worked and shared information about the drivers involved to try and stop rumors before they got out of hand. They kept people updated regularly, which is key when something like this happens.
Here’s a breakdown of what made their response stand out:
- Speedy Communication: They didn’t delay. A statement and a CEO appearance happened pretty quickly.
- Empathy First: The focus was on the human element and expressing sorrow, even without direct blame.
- Transparency: They shared information and brought in experts to audit their systems.
- Owning the Narrative: By being proactive, they controlled how the story was told.
Taking ownership of the conversation, even when not directly liable, is a powerful strategy. It shows a commitment to safety and the well-being of everyone involved, which can go a long way in maintaining public confidence.
This approach to handling a crisis, especially one involving serious accidents, shows how important it is for companies to be upfront and caring. It’s a good example for any business that might face unexpected problems. You can read more about this playbook for crisis PR here.
5. Richmond, Virginia: Water Crisis Communication
In early 2025, Richmond, Virginia, found itself in a tough spot. A major mechanical issue at a water treatment plant meant that for a while, over 200,000 people couldn’t get safe drinking water. It was a real wake-up call for how the city handled communicating during a public health emergency.
Initially, the city did a decent job getting the word out. But as the days went on, the updates started to feel a bit too positive, and folks weren’t getting the full, honest picture. This lack of clear, consistent information made things harder, especially when they needed to work with nearby counties like Henrico. It really showed that when people are worried about something as basic as water, they need straightforward, truthful updates, and they need them fast.
Here’s a look at what went wrong and what could have been better:
- Initial Response: While there was an initial announcement, the speed and detail of subsequent updates were lacking.
- Transparency Issues: Updates were perceived as downplaying the severity or duration of the problem, leading to public distrust.
- Coordination Challenges: Communication breakdowns between city departments and with neighboring jurisdictions hampered a unified response.
- Information Gaps: Residents struggled to get clear answers about when the water would be safe and what precautions they should take.
The Richmond water crisis highlighted that during emergencies, especially those impacting basic needs like water, official communication must prioritize clarity, honesty, and frequency above all else. Spin or overly optimistic messaging can backfire, eroding trust when people need it most.
The city’s experience serves as a stark reminder that in a crisis, people need to know what’s happening, why it’s happening, and what’s being done about it, without any sugarcoating. It’s about providing actionable information and managing expectations realistically, not just trying to put a positive spin on a bad situation.
6. CrowdStrike: Global Outage Lessons
Okay, so 2025 wasn’t exactly smooth sailing for everyone, and CrowdStrike definitely had a moment. Remember that massive global outage? Yeah, that was them. A glitchy software update basically brought a lot of things to a screeching halt – think flights delayed, hospitals struggling, and banks in a tizzy. It was a pretty big deal, costing companies billions.
What we learned from this is that when something like this happens, you can’t just sit on it. Speed and sincerity in your apology matter a whole lot. CrowdStrike’s CEO, George Kurtz, took some heat for not jumping on it fast enough with a proper apology. It’s a tough lesson, but it shows that owning up to mistakes quickly, and showing you actually care about the mess you’ve made, can make a huge difference in how people see your company afterwards.
Here’s a quick rundown of what crisis communicators are saying about this:
- Acknowledge the problem right away: Don’t wait for people to find out themselves or for the pressure to build. Get ahead of it.
- Be genuinely sorry: A simple ‘sorry’ isn’t always enough. Show you understand the impact and feel bad about it.
- Explain what you’re doing to fix it: People want to know you have a plan and are working hard to get things back to normal.
- Keep everyone updated: Regular updates, even if there’s no big news, show you’re still on top of things and haven’t forgotten.
This whole situation really hammered home how interconnected everything is. When a tech company stumbles, it doesn’t just affect them; it ripples out to so many other businesses and services we rely on every single day. It’s a stark reminder of the responsibility that comes with providing critical infrastructure.
It’s a good reminder for any business, really. Having a solid plan for when things go wrong, and practicing it, can save a lot of headaches down the line. Because let’s face it, tech glitches and unexpected problems? They’re not going anywhere.
7. University of Miami: Community Trust Building
Universities, much like any large institution, can find themselves in the middle of unexpected situations. The University of Miami has really leaned into this reality, building a communication strategy that’s been tested over decades. They understand that when things go wrong, whether it’s a campus safety issue or a major weather event, how you talk about it matters a whole lot. It’s not just about putting out fires; it’s about showing leadership and keeping people informed.
Think about Hurricane Ian in 2022. The university’s organized and quick response during that storm really helped coordinate things and made people feel more secure. It wasn’t just a generic announcement; it was a well-thought-out plan that showed they were on top of it. This approach is all about making smart decisions together, with a bit of heart, and avoiding those bland, unhelpful statements.
Here’s a look at what makes their model work:
- Preparedness: Having plans in place before a crisis hits is key. This isn’t just about having a document; it’s about training and regular review.
- Clear Communication Channels: Knowing who needs to be told what, and how, makes a big difference when time is short.
- Empathy: Showing you understand the impact on students, staff, and the wider community goes a long way.
- Collaboration: Working with local authorities and internal departments ensures a unified front.
In today’s world, things can change fast. Having a solid communication plan isn’t just good practice; it’s how you maintain trust and keep things running when the unexpected happens. It shows you’re reliable.
Their method really highlights how important it is to have strong, thoughtful leadership when things get tough. It’s about sticking to your values and making sure everyone feels looked after. This kind of steady hand can help an institution get through difficult times and come out stronger, building that community trust along the way.
8. LA Strong Comms Coalition: Wildfire Response
When those massive wildfires hit Los Angeles, it wasn’t just the flames causing damage. Small businesses, the backbone of many local communities, were really struggling. That’s where the LA Strong Comms Coalition, or LASCC, stepped in. They’re a group of PR folks who decided to help out these businesses, not for a fee, but for free. It was a pretty amazing effort.
Over six months, they managed to get over 30 news stories placed for these affected shops. Think about that – getting the word out about recovery and what these businesses were going through, long after the smoke cleared. It really showed how a bunch of communicators working together for a good cause can make a real difference in helping a community bounce back.
Here’s a look at what they did:
- Mobilized quickly: As soon as the fires subsided, the coalition was ready to go.
- Focused on storytelling: They didn’t just report facts; they shared the human side of recovery, highlighting resilience.
- Secured earned media: Their goal was to get actual news coverage, not just paid ads, which carries more weight.
- Provided sustained support: The effort lasted for half a year, showing commitment beyond the initial crisis.
This kind of collective action, where professionals use their skills for community good, is a powerful example. It’s not just about crisis management for big corporations; it’s about applying those same principles to help everyday people and local economies rebuild.
The LASCC’s work proved that even when a crisis seems overwhelming, a coordinated, mission-driven approach can bring much-needed attention and support to those who need it most. It’s a model for how PR can be a force for good.
9. Pepsi: Social Justice Campaign Backlash
Okay, so Pepsi’s 2025 social justice campaign. Remember that one? It was supposed to be all about unity and making a statement, but man, did it go sideways fast. Instead of bringing people together, it ended up causing a huge stir, and not in a good way.
The core issue was that the campaign felt really out of touch with the actual struggles people were facing. It tried to use imagery and messaging that many felt trivialized serious social justice issues. When the backlash hit, it was pretty intense. Social media lit up, and news outlets picked up the story pretty quickly. Pepsi’s initial response? Honestly, it was kind of vague and didn’t really address the concerns people had. It felt like they were trying to brush it off, which, as you can imagine, only made things worse.
Here’s a quick look at what happened:
- The Campaign’s Intent: To align with social justice movements and show brand support.
- The Public Reaction: Widespread criticism for being tone-deaf and appropriative.
- Pepsi’s Initial Response: A vague statement that failed to acknowledge the depth of the criticism.
- The Outcome: Significant reputational damage and a forced retraction of the campaign.
It took a while, and a lot of public pressure, for Pepsi to finally issue a more sincere apology and pull the campaign. But by then, the damage was pretty significant. It really showed how important it is for brands to understand the nuances of social issues and to communicate authentically, especially when trying to engage with sensitive topics.
This whole situation is a stark reminder that when a brand tries to speak on social justice, it needs to be done with genuine understanding and respect. Missteps here aren’t just PR blunders; they can alienate entire communities and cause lasting harm to a brand’s image. It’s not enough to just jump on a bandwagon; you have to walk the walk, and Pepsi’s 2025 campaign showed they hadn’t done their homework.
10. Bumble: Celibacy Billboard Backlash
So, Bumble, the dating app, put up some billboards in 2025. They were about celibacy, and let’s just say they didn’t land well. People got pretty upset, feeling like the messages were a bit judgmental and out of touch. It felt like they were telling people what they should be doing, rather than just offering a space for connection.
The core issue wasn’t necessarily the topic of celibacy itself, but the way Bumble approached it publicly.
Here’s a quick look at what happened:
- The Message: The billboards featured phrases that seemed to imply a certain way of living was better or more desirable than another, specifically around sexual activity and relationships.
- The Reaction: Social media lit up. Users and commentators called out the app for being tone-deaf, shaming, and misinterpreting its user base’s diverse needs and choices.
- The Apology: Bumble eventually put out an apology, saying they missed the mark and that their intention was to support all women’s choices. They also mentioned they were taking down the offending ads.
This whole situation really highlights how tricky it is for brands to talk about sensitive personal topics. What one person sees as helpful advice, another might see as criticism. It’s a fine line, and when you get it wrong, the backlash can be pretty intense and fast.
It’s a good reminder that even with good intentions, the execution matters a lot. For Bumble, it meant a quick pivot to repair some of the damage to their reputation and show they were listening. They learned that talking about people’s choices is way different from talking to them with understanding.
Looking Ahead: The Enduring Lessons of 2025
So, what’s the big takeaway from all these messy situations in 2025? It really boils down to being upfront and honest. When things go wrong, and they will, pretending it didn’t happen or trying to hide it just makes everything worse. Companies that owned up to their mistakes, even the small ones, and showed they actually cared about the people affected? They came out looking a lot better. It wasn’t about having the perfect PR spin; it was about acting fast, speaking from the heart, and actually doing something to fix the problem. The year showed us that trust isn’t built on fancy ads, but on real actions and genuine communication. We all need to remember that going forward.
Frequently Asked Questions
What is the main lesson from the 2025 business scandals?
The biggest takeaway from the major business scandals of 2025 is that companies need to be quick, honest, and caring when things go wrong. People today expect companies to admit mistakes, show they feel bad about the harm caused, and fix problems fast. Trying to hide things or make excuses just makes things worse.
How did companies like American Airlines and Turo handle crises well?
Companies like American Airlines and Turo did well by being upfront and showing they cared. American Airlines quickly shared information after their tragic accident and expressed deep sadness. Turo, even though they weren’t directly at fault for car issues, immediately showed they were sorry, promised to be open, and had their CEO speak out. They focused on people’s feelings and shared facts to build trust.
What’s the deal with the Astronomer scandal and how did they fix it?
The tech company Astronomer got into trouble after a video of their CEO and HR boss went viral in a funny, awkward way. Instead of ignoring it, they hired famous people like Ryan Reynolds and Gwyneth Paltrow to make a funny ad that didn’t directly talk about the problem but instead made people laugh and think about their product. This smart, creative move helped change the conversation away from the scandal.
