Perhaps Musk-Twitter isn’t a Crisis, Yet Chipotle’s NY Settlement Could Spark One

Loyal readers of this feature know its title, Crisis Averted, often needs a question mark behind it. Many events the media and public label PR crises are not. For example, they’re not existential threats, though they may dent a company’s reputation. Still, we use them as examples in these columns.

However, in this edition of Crisis Averted, we’ve picked examples where we admit a PR crisis hasn’t occurred.

Instead, they’re instances where something happened and the aftermath seems ripe for crisis. So, this month’s feature requires a question mark and could read: Have We Averted a Crisis?

The Long Dance

The first situation is the on-again off-again courtship dance of Twitter and Elon Musk. [For a quick recap, see chart].