Trend of the Week: Crisis Comms in 2025

We’re seeing a shift in crisis communications; more uses of humour, narrative plotting, rapid and bold moves, breaking traditional PR rules and the use of meme-culture tactics when contextually relevant. In 2025, crisis management is as much about participating in digital culture as it is about correcting internal problems. However, it can also bring new risks: If poorly executed or insufficiently authentic, such campaigns can backfire, amplifying resentment or skepticism rather than reducing it. 

Why humour works 

Humour can humanize a brand and prove that it’s not just a lifeless entity but rather a group of real people who acknowledge an issue. By bringing humanity into the equation, humour can move a conversation from outrage towards a more constructive dialogue. 

Read the room 

Humour shouldn’t always be the default response to crisis and should strictly be used as a strategic tool. While humour can be great at easing tension, when poorly executed it can escalate controversy further. When using humour in crisis communications it’s important to keep in mind that each crisis is unique, so brands must consider the stakes and the timing of humourous execution. The key is to laugh with the audience rather than at the audience, and never use humour to hide the truth or shift blame elsewhere!

Case study - Astronomer Scandal 

Embracing Virality and Humour: Instead of avoiding the scandal or relying on official statements, Astronomer leaned into pop culture and humour by producing a satirical video featuring a relevant celebrity.

Speed and Boldness: Astronomer's strategy showcased the importance of moving quickly to address viral incidents. By responding with a video within days, the company harnessed attention while it was at its peak, rather than waiting for the issue to subside. 

Celebrity and Cross-Industry Collaboration: Bringing in Paltrow, whose personal history is entangled with the scandal's circumstances, not only amplified attention but offered a wink to the audience, suggesting both self-awareness and strategic alignment. 

Transparency: The response did not ignore or minimize the issue but used transparency paired with wit to deflect criticism. This approach, while risky, resonated with many in a digital environment where authenticity and relatability can outweigh rote apologies or defensive statements.

Check out the full video → here

Case Study - The Ellen Degeneres Show 

What happened?: Accusations against The Ellen DeGeneres Show in 2020 involved racism, intimidation, and misconduct, as reported by numerous former and current employees. By 2022, the show’s final episode aired and Degeneres’ career was never the same following the scandal. 

Laughing it off, but nobody’s amused: When Ellen addressed these issues, she incorporated jokes into her statements, laughing about being kicked out of show business for being "mean," and making light of how her public persona clashed with the reports of her behavior.

DeGeneres' use of humour in responding to the toxic workplace scandal backfired because it was seen as minimizing the seriousness of the allegations and failing to fully acknowledge the harm caused. 

This approach was widely criticized because, at its core, the scandal involved issues of workplace safety, discrimination, and abuse of power, topics widely seen as requiring empathy, seriousness, and accountability.

Crisis comms is not one-size-fits-all 

In a 2022 article in the Journal of Interactive Marketing, researchers investigated the effectiveness of humour in crisis communication, specifically social media crisis management.

Their study distinguished between two types of negative events; defensible negative events (those that do not violate rules, safety standards, and for which the firm isn’t itself seen as at fault), and indefensible negative events (those unfavourable incidents that violate rules or safety standards and cause harm to consumers).  

Their research uncovered that when a negative event was defensible, addressing it with humourous language was likely to lead to positive outcomes. When negative events are indefensible, using humourous language often prompts negative attitudes in response and even a decline in sales.

SUGO Communications is a leading and award winning PR and influencer marketing agency with offices in New York City and Los Angeles, offering customized strategies for U.S.-based food, beverage, travel, and lifestyle brands. We’ve helped companies across California, New York, Florida, and Texas build buzz, drive conversions, and grow their brand awareness nationally.