How to Manage a Viral Crisis When Your Brand Goes Off Track

In this opinion piece, business owner and journalist Kelvin Kao explores how companies should respond when they go viral online—especially for the wrong reasons.

Kao shares an example of a scandal involving the CEO and HR director of American tech company Astronomer, who resigned after a romantic moment at a Coldplay concert went viral. He notes how such incidents can define a company’s public image. While viral moments can boost visibility and have positive business impact, it can also quickly backfire when traffic of clicks come from outrage, ridicule or scandal, as seen in the Night Owl Cinematic saga, where clients began to pull out after the situation gained widespread public attention.

He argues that the most effective responses share a common trait: genuineness. The piece contrasts poor apologies (like United Airlines’ initial response to a passenger incident) with more effective ones (like Tom’s Palette’s candid apology after a suspension). Whether through quiet resolution or measured public engagement, the goal should be to de-escalate rather than provoke further backlash. Kao also highlights the risks of poorly executed public apologies, which may appear patronising or insincere if not done right. 

He concludes by urging businesses to act based on their values and to balance swift action with kindness and compassion, acknowledging that authenticity is crucial in navigating viral storms.

https://www.channelnewsasia.com/today/voices/company-business-viral-social-media-internet-astronomer-ceo-coldplay-scandal-5306191