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Twelve tons of Kit Kat bars get stolen, and suddenly the internet is doing what it does best: turning a real-world incident into a meme factory. We dig into why that kind of viral corporate humor can be a smart PR play in the right context, and why it can also become reputation roulette when the facts change. I’m joined by Natalie Gibson, founder and CEO of Songue PR, to talk about where the “fun” ends, how to think about risk, and what crisis communication looks like when everyone online is a commentator.

From the Kit Kat tracker to brand pile-ons, we look at how social media narratives form in minutes and how quickly a light story can turn serious. We also talk about a bigger concern: memes can desensitize audiences, especially when the same formats get used around geopolitics and violent events. That shift matters for crisis management, because tone is no longer just a creative choice, it’s part of how people process harm, responsibility, and trust.

We then jump into the burger wars and the surprising power of one CEO bite on camera. Natalie shares how to define leadership persona, how to coach executives for viral moments, and when a follow-up response helps versus when it makes things worse. Finally, we get practical about social listening and media monitoring across platforms, why no single tool is enough, and how rumor control and misinformation response have become central to modern crisis communications. 

Reach Natalee Gibson at Songuepr.com 

We'd love to hear from you.  Email the show at Tom@leadinginacrisis.com.