How to manage crisis situations for celebrities: expert advice

Celebrity is a construct. You may have heard this phrase before, but what does it really mean? Of course, the famous faces we see on movie and television screens, at sporting events, and on stage are just ordinary people leading extraordinary lives… right?

Yes and no. Celebrities rise above ordinary people to become brands: carefully curated personas created to attract the widest audience possible. Behind them are teams of professional communicators, stylists, and image creators who develop their aesthetic appearance and digital presence, as well as decide which publications they will interact with and which shows they will attend. And, of course, when crises arise, celebrities are «managed» by their team. Never underestimate the influence of PR specialists on celebrities.

Emily Reynolds Berg, founder of R Public Relations, kindly agreed to sit down with us and discuss everything related to celebrity PR — especially crisis communications. Emily has worked with many celebrities who have come under fire, including NBA players, hotel chain owners, and others during high-profile crises.

Emily and her team are skilled in managing complex crisis communications, from balancing empathy and apologies to lightning-fast media responses necessary for skillfully resolving escalating situations. «Celebrity crises are often related to personal issues that require a more individualized approach than corporate crises», - Emily shares. «In my opinion, this is why crisis communications with celebrities are the most challenging aspect of PR that one must master».

The strategy Emily applies in crisis communications with celebrities is twofold: first, each step of the process is individualized for the celebrity facing criticism; and second, communications are sent out immediately — timeliness is truly important in this area of PR. To achieve exceptional results for each of her clients, she consistently follows five recommendations.

While these steps remain consistent from crisis to crisis, Emily emphasizes that the process will vary depending on the celebrities. Approval procedures will differ depending on the situation, the celebrity’s opinions, and the team working with them. While some celebrities may prefer to be more active, others may delegate most of the communication decision-making to their team.

In any case, speed of action remains important, so Emily ensures that approvals can be streamlined for quick responses at any time of day.

With dozens of successful crisis management campaigns among celebrities under her belt, Emily asserts that the key to adequate crisis communications with celebrities is understanding the unique nature of the situation and the personality affected by it, and then appropriately adapting the response.

«Just because a person is a celebrity doesn’t mean they are immune to mistakes, vulnerable humans», - Emily says. «This is a real situation they are facing, often fueled by emotions. Take the right steps, show empathy, and go through the process. A sense of urgency and understanding almost always lead to success».

In the digital age, crisis communications management has become more challenging. Celebrities often have accounts on Instagram, TikTok, YouTube, newsletters, websites, and more, and managing negative messages in all these places can be difficult against the backdrop of traditional and digital media.

In some cases, Emily and her team have had direct access to a celebrity’s social media accounts, but only for the most extreme situations. Usually, they can work with social media professionals behind the accounts to offer the right messages and response tactics. The goal often involves limiting content or offering a specific post. In any case, personal channels, such as social media, are necessary for managing a celebrity’s reputation. They should be used (though cautiously) during crises