PR War Stories: Managing Chaos on Awards Night

PR War Stories: Managing Chaos on Awards Night

Awards night: red carpets, camera flashes—and absolute chaos. For publicists, the job doesn’t end when the nominee list goes live. It begins in green rooms, press pits, parking lots, and whispered phone calls backstage.
In 2025, managing awards night means managing reputations, redirects, and real-time damage control.

Here’s what happens behind the scenes—and how the best PR pros keep their clients on-message, on-camera, and off the crisis radar.

1. Prep Like a Crisis Is Guaranteed

Even if your client is walking in as a favorite, prepare for:

• Wardrobe malfunctions or late arrivals
• Seating snubs or accidental shade
• Live mic slip-ups or memeable moments

Have a plan A, B, and C—plus an escape route if needed.

2. Your Client’s Timeline Is a Run Sheet

Lock in:

• Arrival window and step-and-repeat strategy
• Who they’re walking with (and why)
• Pre-cleared talking points and media they’ll face

Wing-it energy = lost coverage (or worse, the wrong kind).

3. Control the Narrative Before It Starts

Pre-brief the press with:

• Quotes, causes, or campaigns the client wants to highlight
• Official statements if they’re declining red carpet interviews
• Facts that outpace assumptions (e.g., new project details)

Don’t wait for the media to speculate. Feed the right story early.

4. Eyes Everywhere, Phones Ready

Have team members:

• Monitoring live Twitter/X chatter
• Capturing BTS content for your own social channels
• Pre-drafting responses to common press Qs and surprise wins/losses

Being present and plugged in wins the reaction race.

5. If Something Goes Wrong, Respond Fast—but Not Frenzied

Whether it’s a viral gif, out-of-context quote, or “Who was that?” moment:

• Assess impact before reacting
• Own the narrative with calm confidence
• Correct gently, or lean into levity (if on-brand)

The internet moves fast. So must you—but with purpose.

6. Follow-Up Is Where the Real PR Happens

After the chaos:

• Send a recap of wins to press and partners
• Debrief with the client on what worked, and what didn’t
• Leverage new content into tomorrow’s coverage: exclusive photos, behind-the-scenes quotes, or post-event interviews

The event may end at midnight. The opportunity doesn’t.

Final Thought

Awards night may seem like glamor—but for publicists, it’s triage, tactics, and storytelling under pressure.
The best PR pros don’t just react to the night. They write it in real time. And when it all clicks? The chaos becomes canon.