Crisis management for outdoor brands is key to effectively overcoming an issue when it threatens the reputation of your outdoor-oriented business.
The high stakes of reputation management in the outdoor industry
Outdoor brands operate in a uniquely challenging public relations (PR) landscape. Outdoors enthusiast brands’ products and practices are often deeply intertwined with their customers’ lifestyles and values—more than in most other industries—making any misstep feel deeply personal to their audience. Additionally, these brands often face heightened scrutiny on issues like sustainability, ethical sourcing and conservation — topics that can provoke impassioned reactions from both supporters and critics.
When a crisis arises in such a high-stakes business environment, quick and strategic responses are imperative. A well-managed PR strategy can mean the difference between a temporary setback and long-term damage to your active lifestyle brand’s trust and reputation.
In this article, we’ll cover the following important topics to help your outdoor brand better prepare for and handle PR crises:
- How outdoors-industry PR crises differ from those in other industries
- Examples of PR crises in the outdoors industry
- The first things an outdoors brand should do in a PR crisis
- What outdoor brands should avoid doing in a PR crisis
- Other important strategies for protecting reputation during a crisis
How outdoors-industry PR crises differ from those in other industries
The outdoors industry faces unique challenges during a PR crisis, largely due to intense customer–brand connections, heightened environmental and ethical concerns, the industry’s often-polarized audiences, and seasonal sensitivities inherent throughout much of the industry.
First, outdoor enthusiasts tend to develop particularly deep emotional and cultural connections with the brands they support, often seeing them as integral to their outdoor lifestyles. Many customers even view outdoor brands as an extension of their own identity, tied to cherished hobbies like cycling, climbing, camping or hiking. For active lifestyle brands, this emotional investment means even minor missteps can feel like personal betrayals, intensifying customer backlash.
Additionally, outdoors enthusiast brands often operate under heightened scrutiny regarding environmental and ethical practices. Issues such as sustainability, conservation and animal rights can quickly attract widespread attention, especially in today’s socially conscious climate. A perceived failure to uphold these values can alienate loyal customers and draw criticism from advocacy groups.
The outdoors industry also contends with polarized audiences. Products related to hunting, fishing and shooting sports are inherently divisive, with passionate supporters and vocal detractors. Navigating this delicate balance requires brands to maintain a careful, measured approach in their messaging during a crisis.
Finally, seasonal sensitivities add another layer of complexity. Crises that arise during peak periods, such as hunting or fishing seasons, can disrupt sales cycles and strain customer relationships at critical times — and the timing of a response can become just as important as the content of the message.
Examples of PR crises in the outdoors industry
In the outdoors industry, PR crises often stem from issues that directly impact customer safety, environmental values or public perception of ethical practices. Common examples of situations that call for crisis management for an outdoors brand include:
Product recalls
Faulty equipment can lead to injuries, shaking customer confidence in a brand’s reliability. For instance, defective tree stands or fishing reels that fail during use might not only cause physical harm but also spark consumer concerns about quality control.
Environmental impact scandals
Outdoors brands are expected to champion sustainability and conservation. Accusations of habitat destruction, pollution or unsustainable sourcing can erode trust, particularly if the brand markets itself as environmentally responsible.
Animal rights controversies
Promotional campaigns featuring hunting trophies or similar imagery can provoke backlash from animal rights groups and the public. Even when such content resonates with the brand’s core audience, it may spark outrage from advocacy groups, resulting in a polarizing narrative that must be managed with care.
Safety and regulatory issues
Violations of safety standards or regulatory requirements — such as firearm safety concerns or improper handling of outdoor chemicals, each of which often attract media attention — can tarnish an outdoors brand’s reputation.
The first things an outdoors brand should do in a PR crisis
When a PR crisis strikes, outdoors brands must act quickly yet deliberately to minimize damage, with important steps including situational assessment, assembly of a crisis team, crafting of initial response and prioritizing clear communication. Here’s more on each of these vital early steps:
Step 1: Assess the situation
Before responding, gather all relevant facts to fully understand the scope and nature of the issue. Determine how the crisis originated, who is affected and its potential impact on customers, partners and the brand’s reputation. This initial assessment sets the foundation for an informed and effective response.
Step 2: Assemble the crisis team
Activate pre-planned crisis management protocols by bringing together key stakeholders. This team should include leaders from PR, marketing, legal and operations, as well as external advisors (such as an outdoors brand PR agency) if needed. Clear roles and responsibilities support a coordinated approach to addressing the crisis.
Step 3: Craft an initial response
Acknowledge the situation promptly and transparently. Avoid speculating or assigning blame, as this can worsen the fallout. The initial message should convey your brand’s awareness of the issue and a commitment to resolving it while additional details are being gathered.
Step 4: Prioritize communication
Focus on addressing your primary audiences first — customers, partners and employees. These groups are directly impacted by the crisis and will expect clarity and reassurance. Use appropriate communication channels, such as press releases, social media and/or direct outreach, to keep them informed.
By taking these initial steps, active lifestyle brands can establish a proactive stance, demonstrating accountability and control during the critical early stages of a PR crisis.
What outdoor brands should avoid doing in a PR crisis
In a PR crisis, the things a brand avoids doing — including delaying its response, denying/deflecting blame, overpromising and engaging in public-facing arguments — can be just as important as the things it does. This is because such communication missteps may not only worsen the situation, but also damage consumers’ trust.
Here’s more about some of the leading actions adventure brands should avoid taking during a PR crisis:
Delaying a response
Silence in the face of a crisis often leads to speculation and increased scrutiny. In crisis situations, customers and stakeholders expect timely acknowledgment. A delay can signal indifference or a lack of preparedness, eroding trust and giving critics the opportunity to dominate the narrative.
Denying or deflecting blame
Resorting to defensive communication in a crisis — such as denying responsibility or shifting blame — often backfires. It can make a brand appear evasive and unwilling to take accountability. Instead, focus on addressing concerns and demonstrating a commitment to resolution.
Overpromising
Making unrealistic promises to placate criticism can lead to further backlash if the brand fails to deliver. Be honest about what can be done — and avoid setting expectations that may not be achievable within the necessary timeframe.
Engaging in online arguments
While social media may seem like a good avenue for defending a brand during a crisis, engaging in heated exchanges can escalate tensions. Stay professional, avoid debates and keep the focus on resolving the issue through clear, factual updates.
By steering clear of these pitfalls, performance outdoors brands can maintain credibility and focus their energy on effectively managing the crisis.
Other important strategies for protecting reputation during a crisis
Successfully managing a PR crisis requires more than an immediate response — it includes taking strategic actions moving forward to protect and rebuild the brand’s reputation. Here are some of the steps active lifestyle brands should take after carrying out its initial response to a crisis:
Commit to transparency
Admit mistakes when they occur, and be clear about the steps being taken to address the issue. Transparency fosters trust and demonstrates a brand’s accountability and dedication to resolving the crisis.
Engage with stakeholders
Collaborate with conservation groups, industry experts and advocates to show that your brand values input from trusted voices. This not only helps address concerns but also reinforces your outdoors brand’s commitment to shared values like sustainability and ethical practices.
Monitor public sentiment
Use social listening tools to track customer reactions and emerging concerns in real time. By understanding the public’s mood, your brand can adjust messaging and actions to address specific pain points and to demonstrate responsiveness.
Rebuild trust post-crisis
Once the crisis subsides, focus on long-term reputation repair. Launch initiatives that reaffirm your brand’s commitment to its audience, such as enhanced safety measures, sustainability programs or community-focused campaigns. These actions signal growth and dedication to improvement.
By employing these strategies, outdoor enthusiast brands can weather crises and emerge stronger, with a reputation built on transparency, action and accountability.
Unleash more PR positives with TBA Outdoors
Looking for the right outdoors brand PR agency to help your brand get more out of its public relations efforts? At TBA Outdoors, our team of outdoors-obsessed marketing experts can offer a wealth of specialized PR skills and knowledge — and they’ll leverage it to develop a strategic PR program geared toward sharing your brand’s stories, building (and protecting) your brand’s reputation and fostering community engagement. To learn more about how we can help your active lifestyle brand power more PR success, reach out to our team today.