The Art of Authentic Chaos: Leveraging “Happy Accidents” in PR Strategy

In an industry obsessed with precision, strategy, and control, the very idea of embracing chaos feels counterintuitive. But here’s the truth: Some of the most impactful PR moments in history weren’t meticulously planned, they were happy accidents.

A great South African example of a reactive, off-the-cuff marketing moment that turned into a PR win is Nando’s legendary social media comebacks and quick-witted advertising.

One of their most iconic moments was during Eskom’s load shedding crisis.

The Nando’s Load Shedding Tweet That Lit Up Social Media:?

When Stage 6 load shedding hit South Africa in 2019, causing nationwide frustration, Nando’s dropped a simple but brilliant tweet:

?? "Nando’s: The official sponsor of candlelit dinners. You're welcome, Mzansi. #LoadShedding" ??

That one tweet took a national frustration and turned it into humour, brand relevance, and free PR. The post exploded online, getting shared across platforms and reinforcing Nando’s as a brand that understands South Africans, speaks their language, and knows how to stay culturally relevant.

They’ve mastered this approach over the years, reacting swiftly to major moments—whether it’s politics, sports, or social issues—by delivering witty, on-point messaging that lands at just the right time.

So, instead of seeing unpredictability as the enemy, what if we built PR strategies that welcomed the unexpected?

Too often, brands and businesses cling to rigid messaging, terrified of deviating from the approved script. But the truth is, real moments resonate more than rehearsed ones.

When a “Mistake” Becomes Magic: Remember how Zoom became a cultural phenomenon during lockdowns, not because of a polished marketing campaign, but because of unexpected, very human viral moments? (Looking at you, lawyer who accidentally turned himself into a cat during a virtual court hearing.)

Raw, Unfiltered, and Relatable: Audiences today crave authenticity over perfection. The rise of behind-the-scenes content, blooper reels, and real-time responses shows that polished PR messaging is no longer enough—people connect with what feels real.

Crisis or Opportunity?: Many brands panic when things don’t go as planned, but PR pros who can pivot in the moment turn crises into opportunities. (See: how KFC’s UK team owned their supply chain failure by taking out a full-page ad featuring an empty bucket with the brand letters hilariously rearranged to spell “FCK.”)

In a world of pre-scheduled posts, pre-approved scripts, and over-polished messaging, PR professionals who embrace a little chaos will stand out. Because sometimes, the most unforgettable moments are the ones you never saw coming.

It’s time to rethink the way we tell stories, not with rigid control, but with the courage to embrace the unexpected. What do you think?

-Shirley Williams?

www.shirleywilliams.co.za?