Survival Guide for PR Pros: What to Do When Your CEO is a PR Disaster

In the wild world of corporate communications, there’s nothing quite like waking up to find your CEO has decided to engage in a social media spat with a comedian. It’s the kind of PR nightmare that makes you wish you had pursued that dream of becoming a professional cake-taster. But here you are, Katniss Everdeen with a PR job, ready to face the flames. Don’t worry, though—this survival guide will help you dodge the arrows and save the day. 

Step 1: Embrace the Chaos 

Because denial is #SoLastSeason. First things first, accept that this is happening. Yes, your CEO just called a comedian’s career “failed” in front of the entire internet. No, it’s not a bad dream, and yes, that really is your company’s stock price doing a nosedive that would make Olympic divers jealous. Embrace the chaos. Let it wash over you like a refreshing wave of panic. Remember, in the corporate world, chaos is just an opportunity wearing a really convincing disguise.  

Step 2: Resist the Urge to Fake Your Own Death 

It’s tempting, we know. The thought of changing your name and starting a new life as a coconut farmer in Kerala sounds pretty good right about now. But remember, if you leave, who will be left to put out the flames? Besides, with your luck, your CEO will probably find you and start a social media war with the local coconut union.  

Step 3: Convene an Emergency ‘What Were You Thinking?’ Meeting 

Gather your PR team, legal department and anyone else who might have a shred of common sense. The goal is to brainstorm ways to explain to your CEO that picking fights with comedians on social media is, in fact, not a viable business strategy.  

Pro tip: Use small words and lots of colourful charts. CEOs love charts.  

Step 4: Babysit the CEO 

Consider enlisting your IT department as well. They must create a fake social media interface that only posts to a private server. Your CEO can rant all day about failed comedians and dusty scooters, and the only ones who will see it are the poor interns you’ve assigned to monitor the fake feed.  

Step 5: Consider a Rebranding 

Because why not at this point? If all else fails, it might be time for a total company makeover. New name, new logo, new CEO (kidding…maybe).

And now the serious bit (because we can’t avoid it forever). In all seriousness, navigating a PR disaster caused by executive oversharing is no laughing matter—except when it absolutely is. The real lessons are clear:  

1. In the age of instant communication, impulse control is more crucial than ever for those in leadership positions.  

2. A moment of snark can lead to tangible business impact, from stock price drop to regulatory scrutiny.  

3. Creating a corporate culture of open, constructive communication is vital. Encourage leaders to view criticism as an opportunity for improvement rather than attack.  

4. Implement clear social media policies for executive communication. And maybe invest in some good parental control software for your CEO’s devices. 

5. Foster an environment where team members feel empowered to provide honest feedback to leadership—preferably before said leadership decides to engage in a public spat with a comedian.  

Remember, at the end of the day, the goal is to keep your reputation intact and your sanity somewhat intact. And if all else fails, there’s always that dream of becoming a professional cake-taster. Or the coconut farm in Kerala. I hear the WiFi isn’t the best near the coastline, and it comes with all the peace and quiet you can handle. 

(The writer is co-founder and director, Morning Star Brandcom. Views are personal)