The Power of Public Relations in a Crisis: Lessons from the Pet Health Industry

By Toni Mikulka-Chang Senior Public Relations Consultant | Marketing Strategist | Storyteller

Why PR Matters More Than Ever

Public relations isn’t just about press releases and media coverage—it’s about trust. In today’s fast-moving digital landscape, where misinformation spreads quickly and public perception can shift overnight, PR has become one of the most critical tools in crisis management.

In the pet health industry, where emotions run high and pet parents demand transparency, PR can make or break a brand. I’ve seen firsthand how a well-executed PR strategy can turn challenges into opportunities for growth and brand loyalty.

Whether you're working in pet health, biotech, or any mission-driven industry, these lessons in PR crisis management apply universally.

Lesson 1: Get Ahead of the Narrative Before It Gets Ahead of You

One of the biggest mistakes companies make during a crisis is staying silent too long. Whether it’s a product recall, a controversial study, or negative press, waiting to respond only gives room for speculation and misinformation.

Example: At AnimalBiome, I worked in an emerging field—pet microbiome health. Because this science is still new to many, we encountered skepticism and misunderstandings. Rather than waiting for confusion to spread, we took a proactive approach by:

• Engaging with the media early, offering expert interviews to clarify complex science.
• Using storytelling to humanize the issue, showcasing real pet parents whose pets have benefited from our products.
• Controlling the message through owned media, like blogs, webinars, and social media content.

When you control the narrative early, you earn credibility and reduce the impact of misinformation.

Lesson 2: Transparency Wins Over Damage Control

Brands that try to “spin” a situation rather than own up to it often lose trust. Today’s consumers—especially in industries like pet health and sustainability—demand authenticity. They don’t expect perfection, but they do expect honesty.

Example: If a product is recalled or a study raises questions, the best response isn’t to hide but to openly acknowledge the issue, explain what steps are being taken, and reaffirm the company’s commitment to safety and quality.

• Acknowledge concerns with a clear, fact-based statement.
• Educate rather than evade—offer context, share expert perspectives, and provide solutions.
• Showcase accountability, whether through process improvements, independent studies, or customer engagement.

Brands that practice radical transparency don’t just recover from crises—they often emerge stronger.

Lesson 3: Leverage Third-Party Credibility to Build Trust

Consumers trust independent voices more than corporate messaging. Leveraging third-party experts, scientists, veterinarians, and even customers can reinforce credibility during a PR crisis.

Example: At AnimalBiome, we frequently partnered with veterinarians and pet health experts to share insights about microbiome health. During moments of controversy or skepticism, having these experts speak on our behalf carried far more weight than any internal statement.

• Encourage user-generated content—real testimonials and stories from customers.
• Develop relationships with independent experts who can validate your message.
• Engage journalists and industry influencers to ensure fair and informed coverage.

A brand’s voice is important, but when trusted professionals echo that message, it becomes exponentially more powerful.

Lesson 4: Thought Leadership Turns Crisis Into Opportunity

A crisis doesn’t just have to be something a company survives—it can be a catalyst for industry-wide leadership. Brands that take an active role in educating and shaping industry conversations gain long-term credibility.

Example: Rather than just responding to misinformation about pet microbiome science, we took the opportunity to establish AnimalBiome as a leader in the space. By publishing research-backed content, participating in industry panels, and engaging in public discussions, we positioned our company as a go-to resource for both media and consumers.

How any brand can apply this:

• Host webinars or Q&As to address public concerns.
• Publish industry insights that add value beyond a specific crisis.
• Lead conversations rather than react to them.

Thought leadership isn’t just about avoiding bad PR—it’s about building long-term influence and trust.

Conclusion: The New PR Playbook

The days of PR being just press releases and damage control are over. In an era where public perception can shift in minutes, PR must be proactive, transparent, and rooted in trust-building.

For companies in pet health—and any mission-driven industry—these four PR strategies are essential:

1. Get ahead of the narrative before it gets ahead of you.
2. Be radically transparent—honesty builds credibility.
3. Leverage third-party validation to strengthen trust.
4. Use crises as opportunities to establish thought leadership.

The brands that succeed today aren’t the ones that avoid challenges—they’re the ones that embrace them as opportunities to build deeper trust.

What’s your take? Have you seen a brand handle PR exceptionally well (or poorly) in a crisis? Let’s discuss in the comments.

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