Digital Crises: What They Are and How to Resolve Them — Breanna Claye

Anyone—individual or company—active in the digital space is exposed to the risk of facing a digital crisis. If not resolved properly, these situations can become damaging. 
Pablo Patiño

Digital crises are situations that individuals and companies may encounter online, often triggered by photos, videos, comments, or any type of post that is inappropriate or taken out of context.

The impact of a digital crisis can be severe, affecting a company’s reputation and credibility if not addressed promptly. The best way to resolve it is through Public Relations and Digital Marketing strategies that help position key messages effectively.

To better understand this type of crisis, let’s examine the case of American model Breanna Claye, who recently went viral after posting negative comments on Instagram about organ grinder music, calling it unpleasant noise.

In her post, Breanna shared a video featuring organ grinders in the background, describing their work as loud and annoying.

As a result, Breanna received a flood of negative comments, prompting her to make her Instagram profile private and temporarily deactivate her TikTok account. Days later, she reactivated it and posted an apology video, stating she never intended to offend anyone.

If you’re interested in learning more about digital crises, check out our post: Social Media Crisis Manual: Why It Matters. Stay with us—we’ve got more insights ahead.

Queta Rojas Group and Their Strong Digital Crisis Response

Following Breanna’s viral comments, her modeling agency, Queta Rojas Group, quickly issued a statement on Instagram clarifying that they did not share her views and that they value and respect cultural diversity.

This response demonstrated effective digital crisis management. The agency swiftly addressed the issue and distanced their brand from the situation caused by one of their models.

Their online communication reflected a strategic approach to containing the crisis.

Having a timely and well-structured online communication plan is essential in such situations. It’s a key factor in minimizing reputational damage during challenging moments.

While the statement was a smart move, at Agencia Digital ZC we would have also responded with a corporate video featuring our models delivering a message of respect and non-discrimination toward cultural, national, religious, ethnic, and sexual diversity.

Want to grow your business in the digital world? Agencia Digital ZC is your best ally. Discover our Digital Marketing services today.

To learn more about the value of taking action during a crisis, check out our post: Why Is Communication So Important in Times of Crisis?

How to Solve Digital Crises: A Digital Strategy

Crises can arise at any moment. To resolve them, a digital strategy is essential—it becomes your compass throughout the resolution process.

Here’s how to build a digital strategy to manage a crisis:

• In-Depth Research: Identify your digital target audience, analyze the current situation, assess your messaging, and study your competitors—what worked for them and what didn’t.
• Objective Definition: Use the S.M.A.R.T. methodology—goals must be Specific, Measurable, Achievable, Realistic, and Time-bound. Establish KPIs to measure results.
• Strategy & Tactics Development: Since the plan operates in the digital realm, leverage tools like social media, SEO, SEM, website redesign, and rebranding—all core elements of Digital Marketing.
• Results Measurement: Analyze final outcomes and draw conclusions from the campaign to inform future actions and better understand audience behavior.

The Role of Public Relations in Crisis Management

Companies must adapt to new communication formats to handle digital crises—this is where Public Relations agencies prove invaluable.

These agencies analyze the situation and determine the best course of action to reduce media and public pressure, safeguarding the company’s image and positioning it favorably.

Benefits of working with a PR agency during a crisis include:

• Communication Strategies: Development of key messages that resonate effectively with audiences.
• Media Relations: Agencies engage with the press to secure organic coverage through articles, reports, and interviews.
• Crisis Management & Prevention: Agencies focus on protecting their clients’ reputations, minimizing current and future negative impacts.
• Influencer PR: Connecting with influencers and opinion leaders aligned with the brand’s values to promote products or services.
• Press Conferences: Leveraging media relationships to organize press events that amplify brand visibility.

Want to learn how to get the most out of a press conference? Read our post: Press Conferences for Your Business: 3 Key Benefits.

Communication professionals must be prepared to act during digital crises. A well-crafted online communication plan is essential to mitigate the impact across channels.

At Agencia Digital ZC, we offer digital marketing and public relations services—and we’re experts in managing corporate crises. Contact us today. Let’s take your brand to the next level!