Content creation goes hand-in-hand with the public eye: with every post or video there’s a potential for virality, fame – and criticism. Whether it’s an ill-timed comment, a misunderstanding, or something from your past resurfacing, there’s always going to be the possibility of a social media cancellation or PR crisis.

The key to navigating this possibility? Preparation.

Last week we welcomed PR and Comms Expert Barbara Neeson into our Creator Club for a live session on cancel culture, and she gave us the ultimate step-by-step in proactively protecting yourself.

1. Conduct a Reputation Audit

Before a crisis even hits it’s crucial to understand what might come back to haunt you. A reputation audit involves digging into your past content to identify potential skeletons in your closet.

• Review Past Posts: Go through old tweets, Instagram posts, and any other content you’ve shared. Delete anything that could be taken out of context or might be controversial today; if you have a historic Twitter account you can use a service like TweetDeleter to bulk dump old posts.
• Search Your Name: Google yourself and see what comes up. Are there any old forum discussions, news articles, or blog posts that could resurface? It’s better to be aware of these as early as possible: set up a Google Alert to keep on top of any mentions as they happen.

2. Set Clear Sharing Boundaries

While we know authenticity is one of the most important things on social, it’s important to set boundaries on what you share online. Not every aspect of your life needs to be public – especially if it could be used against you in a negative way.

• • Create a Content Plan: Outline the topics you’re comfortable discussing and those that are off-limits. If you show family and friends in your content then make sure they’re happy with their exposure, and if your employees feature make sure you have their explicit permission including sign-off on content before it goes live.

• Decide on Your Voice: Be clear about the tone and messaging of your content. If you’re known for being outspoken, understand that this can lead to more polarising reactions. If you prefer to stay neutral, avoid diving into controversial topics (despite how well they do on TikTok!).
• Think Before You Post: It sounds simple, but pausing to consider the potential impact of your content can save you from a lot of headaches. Ask yourself: Could this be misunderstood? How might this affect my personal or business brand in the long term?

3. Develop a Crisis Plan

No matter how careful you are, crises can still happen. That’s why it’s essential to have a plan in place before you need it. This should include:

• A Response Strategy: Decide how you will respond to different types of crises. Would you issue a public apology, take a break from social media, or address the issue head-on in a video?
• Key Messages: Prepare some key messages that you can use in the event of a crisis. These should be simple, honest, and reflect your brand values. Accountability and a commitment to learning is always important when it comes to being involved in a social media firestorm.
• A Support Team: Identify a small group of trusted individuals who can support you during a crisis. This might include a PR expert, a legal advisor, or even just a friend who can help you keep perspective.
• Buy Insurance: If you’re running a business you should already have liability insurance in place, and if you’re a creator you should consider purchasing influencer insurance to similarly protect yourself. It’s reassuring to know you have a safety net in case the worst happens and you have to defend yourself legally.

4. Mental Preparation

One of the most overlooked aspects of crisis management is the emotional toll it can take. Being criticised or “cancelled” online can be incredibly stressful, and it’s essential to prepare yourself mentally for this possibility.

• Visualisation: As Barbara pointed out in our live session, simply thinking through how you’d handle a crisis can be as effective as physically preparing for one. Visualise how you’d respond to negative comments, a drop in followers, or media scrutiny. This mental rehearsal can help you stay calm if it ever happens.
• Self-Care: Ensure you have self-care routines in place that help you manage stress. Whether it’s exercising, meditating, or spending defined time offline, these activities can help you maintain your mental health and healthy boundaries during challenging times.
• Stay Grounded: Remember that social media isn’t the whole world (it’s PR, not ER!). It’s easy to get caught up in the negativity, but keeping perspective is crucial. Lean on your support network and remind yourself that you have value beyond your online presence.

5. Learn and Adapt

Finally, remember that crisis management is an ongoing process. The social space – TikTok in particular – is constantly changing, and what works today might not work tomorrow.

• Learn from Others: Pay attention to how other creators and brands handle crises. What did they do well? What could they have done differently? There are tons of PR experts (and non-experts!) dissecting apology videos on TikTok – here’s one example from Hayley Baylee’s ‘Let Them Eat Cake’-gate.
• Be Willing to Adapt: If a crisis does hit, be open to changing your strategy based on how the situation unfolds. Sometimes the best-laid plans need to be adjusted, and that’s okay.

By staying flexible and learning from each experience, you can turn a potential crisis into an opportunity to grow and strengthen your brand. It’s not about avoiding mistakes altogether, it’s about being prepared to handle them when they happen.