Crisis Management Lessons from the Charlie Kirk Assassination

The Charlie Kirk assassination is still under investigation, but its online aftermath already offers an important case study in crisis management and business reputation protection.

Within minutes of news breaking, social media platforms were flooded with graphic videos, speculation, and commentary. One week later, investigators are still piecing together facts, but the online world delivered judgment within minutes. This case underscores how reputational crises don’t wait for the truth—they ignite instantly.

Why the Charlie Kirk Assassination Became a Crisis Management Case Study

We are in an era of unprecedented political polarization. People and media outlets across the spectrum rushed to judgment after Charlie Kirk was killed at a Utah college. Incorrect information was posted, shared, and believed before authorities could provide facts.

For businesses, the reputational fallout is a warning sign:

• Private vs. professional lines blur. Online audiences assume employees speak for their employers.
• Screenshots last forever. Deleted comments don’t disappear if captured.
• Collateral damage spreads. Even businesses with similar names—unrelated to the individual or the issue—have been attacked with online “review bombing” and actual physical threats.

How Online Comments After the Charlie Kirk Assassination Hurt Businesses

The angry mob, particularly with his supporters, have vociferously pursued retribution against those who made remarks that painted him in an unfavorable light—circulating screenshots of the comments, many long-deleted, resulting in a barrage of angry phone calls to the unsuspecting businesses, “review-bombing” on Google and Yelp, and even threats to the business’ safety—forcing some to temporarily close and hire security. Many have lost their jobs as a result. 

We’ve even seen companies nationwide dragged into the controversy simply because their names resembled another company whose employee or owner made an online comment that made them the subject of an online attack. For example (actual company names and locations spoofed for privacy): A post made by an owner of “ACME Holdings” in Virginia results in threats and one-star reviews for “ACME Hardware” in Washington and “ACME Handyman” in Florida.

This is crisis management in action—reactive, costly, and avoidable.

Crisis Management Steps for Companies in the Wake of the Charlie Kirk Assassination

1. Preventative Steps

• Counsel employees about the risks of commenting on polarizing topics like the Charlie Kirk assassination.
• Make clear that their words—even in personal capacity—can affect careers and business reputation.
• Establish an official policy. Reinforce boundaries without infringing on First Amendment rights.

2. If an Employee Posts a Controversial Comment

• Thoroughly investigate before making statements or taking disciplinary action.
• Use holding statements while gathering facts.
• Monitor and respond calmly to online reviews and press coverage.

3. If Your Company Is Wrongly Identified

• Issue a clear, brief statement about the mistaken identity.
• Report fraudulent reviews to Google and Yelp. (The past few days, we’ve been hearing reports that Google is removing some of these reviews before the company even has a chance to report them.)
• Stay visible—silence can look like guilt.

If a Business Owner Makes a Controversial Comment

When the comment comes from the business owner, the reputational damage can escalate instantly. Unlike with employees, there’s no separation between the individual and the company—in the public’s eyes, the comment is the company’s position.

Here’s how to respond:

1. Acknowledge and Apologize Quickly

• Don’t wait days to respond; hours matter.
• Issue a clear acknowledgment that the comment was inappropriate, hurtful, or made in the heat of the moment.
• Apologize sincerely, without defensiveness.

2. Disavow Violence of Any Kind

• In situations like the Charlie Kirk assassination, publicly disavowing violence is non-negotiable.
• Reiterate that your company stands for safety, respect, and community—not hostility or division.

3. Ask for Forgiveness and Show Accountability

• Make it clear that the comment does not reflect your company’s values.
• Ask for the opportunity to regain trust and move forward with humility.
• Where appropriate, outline steps you’ll take internally (training, outside review, etc.).

4. Manage the Online Fallout

• Report review bombing. Flag reviews on Google and Yelp as not based on a real customer experience. Both platforms are currently removing these quickly—in some cases proactively.
• Monitor phone calls, emails, and social channels. Provide employees with guidance on how to answer calls or direct them to the appropriate person. Make sure they understand under what circumstances they are authorized to respond. Only official spokespersons may speak to media or respond to comments online. 
• Issue a holding statement for staff and stakeholders. Give your team clear talking points so they aren’t left guessing how to respond. 

5. Rebuild and Refocus

• After the initial crisis response, follow up with positive, forward-looking communication.
• Highlight community involvement, customer service wins, or other proof points that demonstrate your values in action.

Key Takeaway for Crisis Management After the Charlie Kirk Assassination

The lesson is simple: emotional online comments can become corporate crises. In times of tragedy and division, resist the urge to post in the heat of the moment. For companies, set policies now, so that one employee’s online outburst doesn’t become your business’s next crisis.

Because even when a comment is deleted—the screenshot lives forever.