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How to handle an inflammatory social media post

June 3, 2025

We’ve all seen it.

 

In a moment of annoyance or frustration or just a simple lapse of judgment, a colleague, direct report, or C-suite executive tosses off a social media zinger. Intended to be funny, perhaps, it’s a little snarky but otherwise innocuous… or so it seemed. But now it’s gaining traction and attention for all the wrong reasons. The post is on its way to becoming a reputational nightmare for the colleague who posted it, leadership, and the organization itself.

 

To limit reputational damage and demonstrate accountability, the organization needs to take a deliberate, measured approach, regardless of whether the offending item was posted on a known employee’s personal social media account or on an organization’s platform.

 

1. Delete the post (if appropriate) as soon as possible. The longer it’s up and available, the greater the likelihood it will be shared and attract further criticism. (Pro tip: Take a screen shot – in case the situation leads to an internal investigation or litigation).

2. Conduct a quick, down-and-dirty internal inquiry. Try to determine how and why the post was published, how widely it was shared and viewed, who might have been affected and whether posting the content violated company policy. Was the post the result of individual misconduct, lack of oversight, or systemic failure? Put into action a plan to address the situation internally — with additional staff training, perhaps, or by terminating or putting the employee on leave, etc.

3. If a public apology is deemed necessary, issue one promptly. The apology should be professional, sincere and contrite (we’ve written about this before). It should directly engage with the audience deemed to have been affected, acknowledge the post’s inappropriateness and avoid excuses or “explanations” and should identify measures being taken to avoid it happening again. The apology should be posted on the same platform as the offending post. If the post received media attention or widespread condemnation by public officials or other prominent individuals, the response and apology can also be shared more widely: on the company’s website, LinkedIn and other social media platforms, for example. Consider, too, apologizing directly to community leaders in the space targeted by the original post.

4. Follow through on actions you set forth in your apology. For example, if you write…
“Yesterday, (our company) shared an inappropriate and deeply offensive social media post. We recognize the harm it caused and sincerely regret the failure of oversight. We take full responsibility for this misstep and are reviewing our policies and procedures and will augment them where weak to avoid this from happening again. We apologize to everyone affected.”

…make sure you conduct the promised reviews and seek input from colleagues and staff on changes to be implemented. Often, other employees and internal stakeholders come forward (to reporters, for example) to argue that really nothing was done. That can quickly become a reputational crisis itself. And when you follow up with internal stakeholders about changes, be specific: “Going forward we have implemented scheduled policy reviews, instituted multi-tiered approvals and enhanced protocols for social media communications.”

5. Don’t dodge the media or other legitimate inquiries. Any inappropriate social media post that makes the company look bad can become fodder for negative media coverage. Media outlets love to report on bad behavior by religious leaders for the simple reason that people love to read about prominent individuals and companies acting contrary to their elevated self-image or their stated commitment to good work. You won’t be able to dodge unattractive media coverage by ignoring that outreach, it just means the coverage won’t include “your side” of the story. The same is true for respond to inquiries with “no comment.” As we’ve written elsewhere, the general public hears someone say “no comment,” and thinks: They’re guilty.

6. When appropriate, respond directly and quickly to online criticism and negative feedback. You can’t manage your public reputation if you’re not monitoring comments, messages and other forms of communication from stakeholders and outsiders alike. As with media inquiries, if you ignore your critics, they don’t go away. Instead, you miss an opportunity to share your narrative and protect your brand. It can be helpful to reach out (via a Direct Message, perhaps) to someone who posts their own negative experience and try to take the conversation off-line by inviting the critic to connect with you directly. What you DON’T want to do is start responding to every troll and social justice warrior – that will just keep a negative conversation at the top of your feed. . If it becomes obvious that the critic only wants to bash you relentlessly regardless of what you say, it’s time to stop trying to defend the original post and just block the individual.

7. Immediately begin seeking opportunities to rebuild trust. This doesn’t only mean with those directly impacted by the original post, you must also work to regain the trust of those who support the post’s target. Sometimes this will mean leaning into the issue directly, by posting content that reflects the values of accountability, inclusivity or whatever lies opposite the offensive content. Sometimes it means engaging with community or stakeholder initiatives to demonstrate a tangle commitment to the social justice goals the original post maligned. Depending on what your organization “does,” it may also mean returning to sharing content that supports your core function. If you’re running a restaurant, post photos of food, or your customers enjoying a meal (with their permission, of course.) If you’re the owner of a gym, post photos of people working out (again, with their permission). If you’re operating a cruise line, post photos of people relaxing on the deck.

 

Finally, consider seeking the guidance of professionals, legal, public relations or otherwise.

 

If the post seems defaming, discriminatory or threatening, involve legal counsel to assess exposure and determine a path forward to prepare the company for a potential lawsuit. But don’t confuse legal risk with reputational risk. Attorneys focus on winning a lawsuit and can do so in ways that don’t necessarily enhance your company’s reputation.

Public relations firms, particularly firms like Kessler PR Group, that specialize in crisis communications, help protect your reputation and rebuild your company’s brand. We craft messaging, manage media inquiries and other stakeholder communications, and guide recovery. When you offload those concerns to the professionals, you can focus completely on your company’s core mission.

 

Kessler PR Group is a leading public relations firm specializing in crisis communications, reputation management, litigation support and media relations. To learn more, please visit https://kesslerpr.com, call 908-322-1100 or email info@kesslerpr.com.

OUR TEAM

Experienced. Collaborative. Responsive. Committed. Knowledgeable. Creative.

Led by acclaimed crisis communication strategist Karen Kessler, our team brings skills, knowledge, and experience from a winning mix of professional backgrounds to best serve our clients’ needs. Kessler PR Group’s collaborative approach means you get the whole team. Everyone on our team is familiar with every client and the issue at hand.

Karen Kesseler - Kessler PR

Karen Kessler

kkessler@kesslerpr.com

Karen regularly counsels clients on sensitive issues including regulatory inquiries, personnel matters, business practices and criminal and civil litigation. She represents high profile celebrities and entities in the USA, Europe and the Middle East. She is known for her discretion, her integrity, and her decades-long relationships with media leaders.

Karen is a frequent keynote speaker on topics ranging from reputation, career, leadership and moving beyond cancel culture. A reliably provocative commenter on reputation issues for print and broadcast, Karen has served as an on-air reputation consultant to the “NBC TODAY SHOW” and others. Her work has been the basis of both feature and documentary films.

Karen has served on Boards of Directors of public companies and leading not-for-profits in finance, health care and education. She and her work have received dozens of awards from local, regional and national organizations.

Early in her career, Karen served as the Vice President of Corporate Communications for the American Stock Exchange. She was the Director of Transition for New Jersey Governor-Elect Jim Florio and the first female commissioner of the New Jersey Sports and Exposition Authority. She earned an AB in economics from Vassar College.

Karen Kessler

Karen Kessler

kkessler@kesslerpr.com

Karen regularly counsels clients on sensitive issues including regulatory inquiries, personnel matters, business practices and criminal and civil litigation. She represents high profile celebrities and entities in the USA, Europe and the Middle East. She is known for her discretion, her integrity, and her decades-long relationships with media leaders.

Karen is a frequent keynote speaker on topics ranging from reputation, career, leadership and moving beyond cancel culture. A reliably provocative commenter on reputation issues for print and broadcast, Karen has served as an on-air reputation consultant to the “NBC TODAY SHOW” and others. Her work has been the basis of both feature and documentary films.

Karen has served on Boards of Directors of public companies and leading not-for-profits in finance, health care and education. She and her work have received dozens of awards from local, regional and national organizations.

Early in her career, Karen served as the Vice President of Corporate Communications for the American Stock Exchange. She was the Director of Transition for New Jersey Governor-Elect Jim Florio and the first female commissioner of the New Jersey Sports and Exposition Authority. She earned an AB in economics from Vassar College.

Warren Cooper - Kessler PR

Martin Bricketto

mbricketto@kesslerpr.com

Marty helps clients advance their communications goals and safeguard their reputations by applying his decades of experience as a reporter and newsroom leader.

Marty was most recently managing editor for business of law and legal ethics at Law360, among the most highly regarded legal journals in the country.

In 2021, he spearheaded the launch of Law360 Pulse, a standalone website focused on the inner workings of law firms and in-house legal departments.
Marty’s deep knowledge of law firms and the courts alongside his proven track record as a project manager and problem solver make him an ideal partner for companies, individuals and institutions who may face media scrutiny.

He previously managed teams of court reporters in several states and, as a reporter, launched Law360’s New Jersey wire in 2012, covering everything from court hearings to public policy. He began his journalism career as a reporter for news dailies such as the Gloucester County Times and the Courier News/MyCentralJersey.com, among others.

Marty holds a bachelor’s degree in journalism and history from Rutgers University.

Martin Bricketto

Martin Bricketto

mbricketto@kesslerpr.com

Marty helps clients advance their communications goals and safeguard their reputations by applying his decades of experience as a reporter and newsroom leader.

Marty was most recently managing editor for business of law and legal ethics at Law360, among the most highly regarded legal journals in the country.

In 2021, he spearheaded the launch of Law360 Pulse, a standalone website focused on the inner workings of law firms and in-house legal departments.
Marty’s deep knowledge of law firms and the courts alongside his proven track record as a project manager and problem solver make him an ideal partner for companies, individuals and institutions who may face media scrutiny.

He previously managed teams of court reporters in several states and, as a reporter, launched Law360’s New Jersey wire in 2012, covering everything from court hearings to public policy. He began his journalism career as a reporter for news dailies such as the Gloucester County Times and the Courier News/MyCentralJersey.com, among others.

Marty holds a bachelor’s degree in journalism and history from Rutgers University.

Warren Cooper - Kessler PR

Warren Cooper

wcooper@kesslerpr.com

Warren provides strategic communication counsel and litigation support to clients facing personal or institutional crises.

He has provided media training to clients facing the glare of public scrutiny; written political speeches, university commencement addresses, and policy presentations for a variety of speakers and audiences; drafted media statements for corporate and outside counsel to align with and bolster litigation strategy and crafted traditional and social media messaging to support political and policy campaigns.

In advising clients, Warren draws on his years as an investigative reporter, as well as his own experience handling media as a New Jersey mayor and school board president. Warren earned a doctoral degree in psychology at Rutgers University and a BA in English at Binghamton University. He has taught psychology at Rutgers and journalism and communications at Raritan Valley Community College.

Warren Cooper

Warren Cooper

wcooper@kesslerpr.com

Warren provides strategic communication counsel and litigation support to clients facing personal or institutional crises.

He has provided media training to clients facing the glare of public scrutiny; written political speeches, university commencement addresses, and policy presentations for a variety of speakers and audiences; drafted media statements for corporate and outside counsel to align with and bolster litigation strategy and crafted traditional and social media messaging to support political and policy campaigns.

In advising clients, Warren draws on his years as an investigative reporter, as well as his own experience handling media as a New Jersey mayor and school board president. Warren earned a doctoral degree in psychology at Rutgers University and a BA in English at Binghamton University. He has taught psychology at Rutgers and journalism and communications at Raritan Valley Community College.

Warren Cooper - Kessler PR

Donna Elliott

delliott@kesslerpr.com

As the initial point of contact for Kessler PR clients, Donna Elliott draws on her background as a broadcast news writer, editor, and producer for a New Jersey-based media company to conduct client research with confidentiality and sensitivity. Her earlier work supporting C-suite executives enables her to develop strong relationships with attorneys, their clients and other engaged stakeholders, coordinating calendars and managing onsite, remote and hybrid meetings.

Donna seeks to boost client trust and confidence, approaching business operations to help clients achieve their reputational goals. Donna’s focus on enhancing the client experience throughout her career has enabled her to use data collection, assessment and analysis to recommend and execute process improvements at a New Jersey energy company and cultivate partnerships for an international, enterprise-level staffing solutions company.

Donna holds a BA in Communications from Monmouth University.

Donna Elliott

Donna Elliott

delliott@kesslerpr.com

As the initial point of contact for Kessler PR clients, Donna Elliott draws on her background as a broadcast news writer, editor, and producer for a New Jersey-based media company to conduct client research with confidentiality and sensitivity. Her earlier work supporting C-suite executives enables her to develop strong relationships with attorneys, their clients and other engaged stakeholders, coordinating calendars and managing onsite, remote and hybrid meetings.

Donna seeks to boost client trust and confidence, approaching business operations to help clients achieve their reputational goals. Donna’s focus on enhancing the client experience throughout her career has enabled her to use data collection, assessment and analysis to recommend and execute process improvements at a New Jersey energy company and cultivate partnerships for an international, enterprise-level staffing solutions company.

Donna holds a BA in Communications from Monmouth University.

Erin Friedlander Kessler PR

Erin Friedlander

efriedlander@kesslerpr.com

Erin develops and executes customized communication strategies for clients. She has represented many high-profile individuals and organizations during her career and has extensive experience in working with leaders of education, healthcare, not-for-profit, and religious organizations.

In addition to helping clients generate greater public awareness and visibility for their brand, Erin often works with clients who seek to avoid or respond to reputational fallout when faced with media or public scrutiny. She regularly provides public relations and litigation support for clients engaged in complex matters including, but not limited to personnel issues, leadership transitions, mergers, acquisitions, and bankruptcies.

Prior to joining Kessler PR Group, Erin served as communications director and media spokesperson for a prominent religious nonprofit organization in Central New Jersey.

Early in her career, Erin worked for a public and government relations firm in Trenton, where she led multiple strategic public relations, marketing and grassroots campaigns, special events, and communications initiatives for corporate, small business, New Jersey Department of State and not-for-profit clients. Erin earned her BA in Communications at Rider University.

Erin Friedlander

Erin Friedlander

efriedlander@kesslerpr.com

Erin develops and executes customized communication strategies for clients. She has represented many high-profile individuals and organizations during her career and has extensive experience in working with leaders of education, healthcare, not-for-profit, and religious organizations.

In addition to helping clients generate greater public awareness and visibility for their brand, Erin often works with clients who seek to avoid or respond to reputational fallout when faced with media or public scrutiny. She regularly provides public relations and litigation support for clients engaged in complex matters including, but not limited to personnel issues, leadership transitions, mergers, acquisitions, and bankruptcies.

Prior to joining Kessler PR Group, Erin served as communications director and media spokesperson for a prominent religious nonprofit organization in Central New Jersey.

Early in her career, Erin worked for a public and government relations firm in Trenton, where she led multiple strategic public relations, marketing and grassroots campaigns, special events, and communications initiatives for corporate, small business, New Jersey Department of State and not-for-profit clients. Erin earned her BA in Communications at Rider University.

Andria Lykogiannis- Kessler PR

Andria Lykogiannis

alykogiannis@kesslerpr.com

Andria Lykogiannis serves as principal client liaison, supporting client research and managing the scheduling, coordination, and implementation of multiple projects. Her background in broadcast media production and business management enhances the critical support for client services aimed at achieving reputational goals.
 
Andria’s background and experience as a network television technician and editor for ABC and CBS included work on the Republican and Democratic national conventions, the Superbowl, Olympic Games, the CBS Evening News, the Detroit Grand Prix, NFL Football and NCAA Basketball to name a few. In addition, Lykogiannis owned and operated a successful franchise restaurant and catering business.

Andria Lykogiannis

Andria Lykogiannis

alykogiannis@kesslerpr.com

Andria Lykogiannis serves as principal client liaison, supporting client research and managing the scheduling, coordination, and implementation of multiple projects. Her background in broadcast media production and business management enhances the critical support for client services aimed at achieving reputational goals.
 
Andria’s background and experience as a network television technician and editor for ABC and CBS included work on the Republican and Democratic national conventions, the Superbowl, Olympic Games, the CBS Evening News, the Detroit Grand Prix, NFL Football and NCAA Basketball to name a few. In addition, Lykogiannis owned and operated a successful franchise restaurant and catering business.

Brian McDonough Kessler PR

Brian McDonough, Esq.

bmcdonough@kesslerpr.com

Brian utilizes his legal experience to provide strategic crisis communications counsel and litigation support to clients confronted with complex and high-profile matters. He has developed successful communications strategies for corporations; not-for-profits; C-suite executive; professional sports teams, and educational institutions, and has drafted crisis communications plans for large hospital networks and universities.

Brian practiced law before joining Kessler PR Group. He has defended insurers and corporations in employment and mass tort cases, as well law firms and hospitals in legal and medical malpractice actions. Brian’s legal background, robust research skills, and strong writing underpin Kessler’s work on behalf of clients who seek to establish themselves as industry thought leaders or transform and enhance their public image.

Brian earned his JD at Seton Hall University School of Law and his BA in Law & Policy at Dickinson College.

Brian McDonough, Esq

Brian McDonough, Esq.

bmcdonough@kesslerpr.com

Brian utilizes his legal experience to provide strategic crisis communications counsel and litigation support to clients confronted with complex and high-profile matters. He has developed successful communications strategies for corporations; not-for-profits; C-suite executive; professional sports teams, and educational institutions, and has drafted crisis communications plans for large hospital networks and universities.

Brian practiced law before joining Kessler PR Group. He has defended insurers and corporations in employment and mass tort cases, as well law firms and hospitals in legal and medical malpractice actions. Brian’s legal background, robust research skills, and strong writing underpin Kessler’s work on behalf of clients who seek to establish themselves as industry thought leaders or transform and enhance their public image.

Brian earned his JD at Seton Hall University School of Law and his BA in Law & Policy at Dickinson College.

Allison Perrine

Allison McGeever

amcgeever@kesslerpr.com

Allison leverages her background in journalism to help guide clients through diverse media-related challenges. She crafts impactful statements and speeches for organizational leaders in crisis and provides media training to help clients mitigate reputational risks.

In addition to these services, Allison designs graphics and websites for clients as needed while offering strategic social media advice to enhance brand awareness. She has also spearheaded public relations campaigns for numerous New Jersey-based nonprofits and businesses.

Before joining Kessler PR Group, Allison was a senior reporter for a Monmouth County newspaper. In this role, she built strong relationships with community and political leaders and produced compelling, balanced articles, always respecting confidentiality.

Allison holds a BA in Communications from Monmouth University.

Allison McGeever

Allison McGeever

amcgeever@kesslerpr.com

Allison leverages her background in journalism to help guide clients through diverse media-related challenges. She crafts impactful statements and speeches for organizational leaders in crisis and provides media training to help clients mitigate reputational risks.

In addition to these services, Allison designs graphics and websites for clients as needed while offering strategic social media advice to enhance brand awareness. She has also spearheaded public relations campaigns for numerous New Jersey-based nonprofits and businesses.

Before joining Kessler PR Group, Allison was a senior reporter for a Monmouth County newspaper. In this role, she built strong relationships with community and political leaders and produced compelling, balanced articles, always respecting confidentiality.

Allison holds a BA in Communications from Monmouth University.