What to Avoid When You’re in the Middle of a Media Pile-On

The media cycle is relentless. Never was this truer than when I got a call late last Sunday evening—usually in that little slither of time when I am mentally preparing for the week ahead in business and for the family and trying to relax in front of Netflix.

No matter, this was something important. 

It was from the head of a Sydney law firm who wanted some time-sensitive advice on a big internal leak – usually a journalist’s dream and a client’s nightmare. The story was running any day now. Can they, or moreover, I, stop it? Get an injunction or go for defamation later (how very legal of them!)? It was a familiar tale spun from the crisis comms playbook.

No individual or company wants to be caught in the whirlwind of a media pile-on. One moment, you’re managing your usual business; the next, you’re subject to relentless headlines, social media scrutiny, and public backlash. How you respond in these crucial moments can make the difference between a swift resolution and a long-term reputational crisis.

Here’s what you should avoid when at the centre of a media storm.

1. Going Silent

A common but critical mistake is thinking the issue will blow over if you say nothing. While there are instances where staying quiet is a strategic move, silence can be interpreted as guilt, indifference, or an inability to manage the situation. Instead, acknowledge the issue, even if your response is limited, while you gather the facts.

2. Rushing to Defend Without the Facts

Reacting too quickly can be just as damaging as not reacting at all. Knee-jerk denials or defensive statements can backfire if new evidence contradicts your stance. Take time to understand the full scope of the situation before responding.

3. Blaming the Media or the Public

Lashing out at reporters, critics, or the general public often escalates the situation rather than diffusing it. If your first instinct is to call the coverage unfair, consider how that might be perceived. A defensive or combative tone rarely plays well in the court of public opinion.

4. Over-Apologising or Under-Apologising

If an apology is warranted, it should be sincere, proportionate, and specific. A vague or half-hearted apology can be dismissive, while an overly dramatic apology can seem performative and insincere. Make sure your words align with meaningful actions.

5. Letting Social Media Drive Your Response

While monitoring social sentiment is important, don’t let social media dictate your crisis response. Not all outrage is equal, and responding reactively to every comment can make you appear erratic. Instead, focus on a consistent, well-thought-out message.

6. Ignoring Internal Stakeholders

Your employees, investors, and key partners need to hear from you. If you focus solely on external messaging and neglect your internal audiences, you risk losing trust within your own organisation. Keep your internal stakeholders informed so they don’t feel blindsided.

7. Assuming the Story Will Die Quickly

Some crises fade quickly, but many don’t—especially if mishandled. Hoping that interest will die down can be a dangerous gamble. Have a strategy to manage follow-ups and guide the narrative beyond the immediate crisis.

8. Failing to Plan for What Comes Next

A media storm can last longer than the day the story breaks – and spill into all kinds of channels, from board meetings to social media trolling and hostile client chats. It really can have long-term consequences. Once the immediate crisis is under control, you need a strategy to rebuild trust, repair relationships, and reinforce your credibility. This could involve proactive media engagement, corporate responsibility initiatives, or changes in company policy.

Final Thoughts

The worst time to figure out how to handle a media pile-on is when you’re already in the middle of one. Having a solid crisis communication plan and knowing what not to do can save your reputation from unnecessary damage. Handle it well, and you may even turn a crisis into an opportunity to demonstrate accountability, resilience, and leadership.

Need expert guidance on managing media crises? Let’s talk.