PR in surprising places
By Michelle Edge
PR is often seen as carefully crafted messaging and heavily-planned campaigns, but in reality, every interaction is – or should be – an opportunity to reinforce your brand. That lesson really hit home when I recently cancelled my streaming fitness subscription.
One of our clients, Chargebee, specialises in subscription and revenue management, so I’ve seen firsthand how and why companies use retention strategies to keep customers engaged. Yet when I clicked “cancel,” nothing happened. No exit survey, no special offer to entice me to stay – just radio silence. Weeks later, they finally reached out, but by then I’d already signed up for a competitor. They missed a crucial moment to reinforce their value and left me wondering why they didn’t use the opportunity to PR themselves better.
The takeaway? Every moment, – even when customers are leaving – is a PR moment. It’s a chance to remind them why they chose you in the first place.
When KFC ran out of chicken
A more famous example of turning a bad situation into a PR win is KFC’s chicken crisis in 2018. I remember walking up to the door of my local KFC, only to be met with a hastily scribbled sign on the door: “No chicken. Closed.” My first thought? Really? One job. Literally one job.
A supply chain disaster left hundreds of UK locations without their signature product – an absolute nightmare for a fried chicken brand. But rather than hide behind a standard corporate apology, KFC embraced the moment with a bold, humorous response. Their “FCK” campaign, asking in print ads, ‘What the cluck?’ was a masterstroke.
It acknowledged the mistake, poking fun at the situation and reassuring customers they were working on a fix. Even though the ad was eventually banned by the UK Advertising Standards Authority (for being too close to the f-word and therefore offensive), it had already gone viral on social media. Instead of a reputational disaster, KFC turned their blunder into a lesson in authenticity, humour, and brand loyalty.
Gymshark’s Black Friday crash
Another great example comes from fitness apparel brand Gymshark. On Black Friday – arguably the most important sales day of the year – their website crashed under overwhelming demand. For most companies, this would have meant laying low until the bad press blew over. But instead of panicking, Gymshark’s founder, Ben Francis, turned the crisis into an opportunity.
He took to social media, personally updating customers and apologising in a genuine, unpolished way. His transparency and authenticity resonated with fans, strengthening Gymshark’s community rather than damaging it. The takeaway? People don’t want perfection – they want honesty. A well-handled crisis can enhance your brand rather than harm it.
Every moment Is a PR moment
These examples prove that PR isn’t just about press releases and media coverage – it’s about how you engage with people at every turn. From subscription cancellations to supply chain disasters, every moment is an opportunity to shape your brand story. The old adage “all press is good press” doesn’t hold up anymore. Instead, smart brands recognise that every interaction, good or bad, can be turned into a PR win with the right approach.
So, the next time your brand faces a challenge, work with your PR team and ask, how can this be an opportunity? Because the best PR moments often come from the most unexpected places.