#crisis communication

Crisis communication has become a pivotal aspect of leadership and brand management, as seen in recent events like Air Canada's CEO retirement following backlash over a condolence video and the Steam malware investigation. These incidents highlight the importance of tone, authenticity, and swift action in maintaining public trust. For content creators, this topic offers a rich angle for discussing how businesses navigate public scrutiny and the evolving expectations around transparency and accountability in crisis situations.

More coverage of crisis communication

Content hooks for #crisis communication

  1. A CEO retirement sparked by a video? Here’s what that tells you about leadership today.
  2. One condolence message can become the whole story—especially on social media.
  3. If your crisis response looks ‘produced,’ audiences hear ‘insincere.’
  4. If your campaign relies on a download, you’re in the supply chain—whether you like it or not.
  5. Today’s malware doesn’t look shady. It looks like a normal install button.
  6. The scariest breaches aren’t hacks—they’re updates.

Ready-to-post tweets

A CEO retiring after backlash tied to a condolence video is a reminder: in 2026, crisis communication IS leadership. Tone + timing + transparency decide the narrative.

Hot take: Most corporate condolence videos fail because they’re written to avoid liability, not to acknowledge humanity. People can hear the difference.

Steam malware under FBI investigation is a reminder: your biggest risk might be a “trusted” download, not a shady link. Marketers—do you know every script, SDK, and vendor in your funnel?

Hot take: the modern marketing stack IS a software supply chain. If you can’t inventory your tags/pixels, you can’t manage risk. Start there.