Should brands pause scheduled posts during a major global outage?

Yes. Pause automated promotional queues immediately so your brand does not appear oblivious to the disruption, then pivot to reactive, context-aware content that fits the moment.

What is the biggest mistake brands make during a tech or social media outage?

Treating an outage as a day off because standard distribution channels are down. Doing so misses the narrow window when audiences are actively looking for entertainment, community, and practical workarounds.

How can a brand use commercial offers during an outage without looking opportunistic?

Focus on genuine utility that directly solves a bottleneck caused by the outage—such as offering free temporary workspace access, offline resources, or a helpful community perk rather than pushing unrelated promo codes.

Should brands pause scheduled posts during a major global outage?

Yes. Pause automated promotional queues immediately so your brand does not appear oblivious to the disruption, then pivot to reactive, context-aware content that fits the moment.

What is the biggest mistake brands make during a tech or social media outage?

Treating an outage as a day off because standard distribution channels are down. Doing so misses the narrow window when audiences are actively looking for entertainment, community, and practical workarounds.

How can a brand use commercial offers during an outage without looking opportunistic?

Focus on genuine utility that directly solves a bottleneck caused by the outage—such as offering free temporary workspace access, offline resources, or a helpful community perk rather than pushing unrelated promo codes.

How to Run Real-Time PR During a Global Outage: 3 Plays That Work (And the 1 big mistake to avoid)

3 hours ago

1 min read

The practice of pivoting brand messaging during major digital disruptions, such as Microsoft shutting down, is a great opportunity for your brand if you handle it the right way. When a global outage hits 👀 , it's PR play time.

We've spent today helping our clients navigate their brands through the Microsoft outage. Here are our top tips:

1. Look for a genuine moment to show up. Don't just post for the sake of being part of the moment. Find a natural, relevant way your brand fits into the chaos.

2. Be clever, funny, and creative - make sure the joke, offer or idea actually lands in the real world, not just inside your internal Slack channel. If you have to explain it, scrap it.

3. Balance community cheer with smart commercial moves. Think about what people need right now. Can you offer a moment that brings people together, or a genuinely useful commercial offer that solves a problem caused by the outage?

And that 1 thing NOT to do: Sit back and think you have the day off.

After all, the best PR moments are not always planned.

LOOKING FOR A GREAT PR + COMMS AGENCY? CONTACT US BELOW.