Top 3 PR Losses and Wins of Q1-2026: A Study in Crisis Management
Wrapping up Q1 of 2026, the PR landscape has provided solid lessons in crisis and reputation management.
The Losses:
1. The DHS: When a Rush to Control Narrative Backfires
In January, the Department of Homeland Security (DHS) faced an existential reputation moment. Following the fatal shooting of Minneapolis resident Alex Pretti, DHS issued a statement to control the narrative: Pretti had come to the scene to “inflict maximum damage.” DHS made the statement before formal investigation had even begun. The facts were not in.
The PR Lesson: When a high-level organization speaks without evidence, it stops being a source of authority and starts being a source of misinformation. By rushing to get the government’s narrative out, DHS didn’t just further alienate the public; they further compromised their own credibility. Being first to speak is never as important as being correct. Hhere, especially, the circumstances called for getting all information in before assessing Pretti’s fatal shooting.
2. Peter Attia: The Ghost of Associations Past
Longevity guru Dr. Peter Attia saw his professional standing crumble this quarter. The release of over 3 million federal files linked to Jeffrey Epstein revealed a “congenial” relationship between the two, including medical advice and personal emails. Despite Attia’s apologies and lengthy explanation, the association led to his immediate resignation from CBS News and a widespread “cancellation.”
The PR Lesson: Reputation is built not just on what you do, but also on the company you keep. Attia knew this was coming – and should have gotten out ahead of it. Transparency isn’t just a buzzword—it’s a survival requirement. He may have been “cancelled” even if he did get out in front of it, but it could have been more on his own terms.
The Win: Turning a Heist into a “Break”
Nestlé showed us how to lean into the curve. When a truck carrying 12 metric tons (over 400,000 bars) of KitKats was stolen in Europe, Nestlé didn’t hide behind a dry corporate “no comment” or “we are investigating.”
Instead, they took to social media with a witty, “full-face” approach to the misfortune. They quipped that thieves had taken their “Have a Break” slogan too literally. The result?
Viral Banter: Brands like Domino’s and Ryanair jumped in, creating a “brand pile-on” of positive engagement.
Massive Reach: The story transitioned from a local crime report to a global human-interest piece, generating tens of millions in earned media value.
The PR Lesson: Leaning into a crisis such as this is the fastest way to build community. Nestlé didn’t just solve a problem; they invited the world to laugh with them, proving that even a 12-ton loss can be a win if you have the right voice.
Final Thoughts for Q1
Whether you are a government agency or a global confectioner, the rules of 2026 remain the same: Facts over rush to control the narrative, your past associations will inform your future, leaning into adversity can be the best power move. Want to ensure your brand is on the “Win” list for Q2? Let’s talk strategy. Contact us today.