How PR Teams Can Help a Brand Recover from a Product Flop

Alright, so the product flopped. It tanked, it bombed, it missed the mark entirely. Now the execs are all scrambling, asking, "What happened?" like it's some big mystery. The truth is, sometimes you launch a product and people just… don't care. Happens! But that’s where the PR team comes in—because, believe it or not, there’s still hope here if they don’t make the situation even worse.  

1. First Things First: Figure Out What Went Wrong

Now, before anyone does anything crazy—like blaming the PR team—let’s get to the bottom of this mess. Run an “autopsy” on the product launch. Look at every press release, every ad, every over-the-top claim about how “revolutionary” and “unprecedented” this product was. Did it live up to the hype? No? Well, there’s your problem.  

Take IBM’s Watson. The folks at IBM said Watson was going to be the next Einstein, solving everything from trivia to complex medical diagnostics. But in reality? Watson was just okay—expensive, complicated, not exactly user-friendly. So, naturally, everyone was disappointed! IBM’s PR team had to dig through all the inflated claims, figure out where they went wrong, and adjust.  

2. Scale it Back: Keep it Quiet While You Fix Things

When something flops, the last thing anyone needs is more press about it. Stop talking about the product like it's the next big thing if it’s clearly not. No one wants to hear it. Just scale back and, if you have to say something, stick to the basics: factual, straightforward, nothing fancy. Focus on talking about the company’s other stuff, the things that actually work.  

Case in point: IBM eventually stopped shoving Watson in everyone’s face. No more big speeches, no investor day announcements, nothing. They let it quietly slip into the background while focusing on other areas of the business. Smart move.  

3. Try New Things (Without Getting Too Desperate)

Look, just because a campaign falls flat doesn’t mean the product’s worthless. Maybe the strategy needs a little shake-up. You could test new approaches—sure, try digital ads, maybe an influencer if you’re feeling adventurous. Just don’t throw the kitchen sink at it. No need for skywriters or celebrity endorsements (unless they really love the product, which, let’s be honest, they probably don’t).  

Take IBM again. After the Watson hype didn’t pan out, they could’ve gone overboard with a huge PR blitz. Instead, they scaled back and kept the messaging focused. The last thing anyone needs is desperate publicity, so try new things, but keep it classy.  

4. Act Like a Partner, Not Just a PR Puppet

If the PR team is just sitting there taking orders, they’re not helping anybody. This is the time to be a partner—to give real advice, to say, “Hey, maybe the problem isn’t the PR; maybe it’s the product.” Imagine that! PR should be the voice of reason here, explaining why the plan failed, what might actually work, and how to fix it.  

The goal isn’t just to do what the boss says; it’s to bring some actual expertise to the table. Tell the product folks, the marketing team, the salespeople what they need to hear, even if it’s not exactly what they want to hear.  

5. Give the Product Time to Find Its Audience

Not every product is a one-hit-wonder right out of the gate. Some things just take time to catch on. Think about it: if it’s a big-ticket item or something people really need to think about, it might need a little longer to get traction. So maybe don’t yank the campaign immediately—give it a chance, tweak the message, and see if it sticks.  

Sometimes, with a little patience and a few adjustments, the right audience finds it. Or, you know, maybe it never does. That’s the risk you take!  

Keep It Honest and Keep It Simple

A product flop isn’t the end of the world, but handling it poorly can make it feel that way. So don’t panic. Do the research, find out where the wheels came off, and take a step back to rework the message. Try some new strategies, play it smart, and don’t do anything too drastic. PR can turn this around if they keep it simple and, above all, honest.  

Remember, the goal isn’t to make it worse—just get it back on track and make it clear that, yes, there’s a plan.