How to Handle a PR Crisis as an Athlete or Artist

May 12, 2025

In the age of social media and 24/7 news cycles, one headline, one tweet, or one viral moment can flip your public image overnight. For athletes and artists, a PR crisis isn’t just inconvenient—it can cost you endorsements, fans, and credibility.

But here’s the good news: a crisis doesn’t have to define you. It’s how you respond that matters.

As a publicist specializing in sports and tour publicity, I’ve helped clients navigate tough media storms and come out stronger. Here’s how to handle a PR crisis like a pro.

1. Don’t Panic—Pause

The worst thing you can do in the heat of a PR crisis is react emotionally or without a plan. Before posting anything or giving a statement:

Pause and assess the situation
Gather facts about what’s being said
Understand the root of the issue

Even 30 minutes of strategic thinking can prevent long-term damage.

2. Call in Your Publicist (Or Get One Immediately)

If you already have a publicist or PR team, now is the time to bring them in. If not, hire a crisis PR expert immediately.

They will help you:

Craft a professional statement
Determine whether to speak out or stay silent
Control the messaging across platforms
Work directly with media outlets

You need someone who can look at the situation objectively—and guide you through it calmly.

3. Own It (If It’s Yours to Own)

If you’ve made a mistake—say so. Accountability goes a long way. The public is often more forgiving than we think, especially when sincerity is involved.

A strong public apology should:

Acknowledge what happened
Take full responsibility
Express genuine regret
Share your plan for doing better

Avoid vague language like “if I offended anyone” or shifting blame. Clarity and ownership are key.

4. Know When to Say Nothing

Sometimes, staying silent is the best strategy. Not every viral moment requires a statement—especially if it’s misinformation or something that will pass quickly.

This is where a publicist’s judgment is critical. They’ll help you determine whether a response will pour gasoline on the fire—or diffuse it.

5. Focus on Long-Term Repair

Once the immediate fire is out, it’s time to rebuild. This may include:

Scheduling interviews to tell your side
Partnering with a cause to show growth
Rebranding your image with intention

The goal is to regain trust over time, not overnight.

Final Thoughts

A PR crisis doesn’t mean your career is over—but how you handle it determines what happens next. With the right strategy, team, and tone, you can recover—and even grow stronger from the experience.

If you’re navigating backlash or want to be prepared before one hits, let’s connect. I help athletes and artists manage crisis moments with clarity, professionalism, and power.