The rules of crisis communication have changed drastically over the last decade. Crisis communication and reputation management have quickly become must-haves due to the nature of digital devices. Incidents that would once blow over in a day or even hours can snowball, fueling endless media coverage and content. Today, a story can be instantly amplified on social media; however, it can also stoke up misinformation, creating a crisis or viral drama of its own.

As caught on camera during a recent Philadelphia Phillies game, a fan demanded that a father give her a home run ball, causing a stir on social media. The father took the ball back from his young son and handed it to the woman, who proceeded back to her seat, ball in hand. The incident stirred a public manhunt to find the ‘Phillies Karen’ in question. Multiple misidentifications ensued. Interestingly, a recent study from Science reported that misinformation travels “farther, faster, deeper and more broadly than the truth.”

A comprehensive, thoughtful and tested crisis communication plan, as well as a commitment to speak with authenticity to set the record straight, are two key elements to navigate any crisis or national outrage. Here are lessons from the ‘Phillies Karen’ incident worth noting.

Get the Facts Straight to Avoid Premature Conclusions

In the case of the viral Phillies incident, social media rumors led to the false identification of a school administrator and later, a Red Sox fan, causing viral online condemnations. Both the school and the individual quickly took to social media to set the record straight, each releasing timely, clever and light-hearted, prepared statements and responses.

“The woman identified on social media as ‘Phillies Karen’ is not and has never been, an employee of the Hammonton Public Schools … Anyone who works for our school district, attended as a student or lives in our community would obviously have caught the ball bare-handed in the first place, avoiding this entire situation.”

“I’m not the crazy Philly Mom (but I sure would love to be as thin as she is and move as fast)… and I’m a Red Sox fan.”.

The falsely accused school and individual swiftly jumped in to provide clear, concise and witty posts to mitigate risk. The statements and responses provided detailed feedback on their lack of involvement.

Effective crisis communication and reputation management hinge on getting the facts straight. Viewers count on their favorite news sources and social media platforms for the latest headlines, and from there, often make quick assumptions.

During times of crisis, it’s important to align internally on key messaging before releasing any information on behalf of a brand or individual. Once an incident is on the radar, be ready to monitor for media coverage and social media mentions, and stay alert for inbound media requests as they arise.

Have a Plan and Respond Authentically

Crisis communication plans and strategies are essential for managing crisis incidents and allow brands and individuals to get ahead of potentially business damaging premature conclusions.

Incident management requires a strategic yet thoughtful approach. In addition to respecting the gravity of each situation, brands and individuals must look to protect their reputations and share the facts while staying true to their brand voice and values.

Responding with authenticity can defuse a crisis. When a predicament hits, brands and individuals can be adversely affected, even if they’re not at fault. False accusations and other misinformation can quickly diminish trust in a company or personal reputation, causing inconvenience, damage or disruptions if not corrected.

A prompt crisis communication response that is truthful and genuine without bias can be crucial for managing false news and other propaganda, as well as mitigating risk. Brands and individuals must look to set the right tone based on the incident, while also ensuring that their brand messaging and positioning are reflected.

In the case of the Phillies Karen, both parties showed integrity and accountability while also staying true to their brand voice. Their respective statements were factual, with a bit of humor sprinkled in to match the severity of the situation.

So, while memes come and go and headlines fade away, damage to a brand or personal reputation can stick around. Don’t get caught up in the internet’s next big drama—brands and individuals must have a crisis communication plan and strategy ready to mitigate potential crisis or national outrage.