Crisis Response for NYC Mayor Eric Adams: Restoring Trust in the Face of Scandal

By: Toni Harrison

In recent weeks, Mayor Eric Adams of New York City is at the center of a public corruption scandal that has made global headlines. In addition to being indicted on five federal charges related to bribery, conspiracy, wire fraud and soliciting campaign contributions from foreign nationals, according to the indictment, some of his top leaders have resigned as a result of the charges.

As with any elected leader or public-facing figure, crises are sometimes inevitable, but how a public relations crisis is managed is what determines public perception. For Mayor Adams, this is an opportunity to display leadership and transparency, and regain public trust. In today’s socially focused digital world the court of public opinion permeates society well before the court of law has an opportunity to hear the case.

As such, messaging matters. Effective crisis management begins with a swift, transparent acknowledgment of the issue at hand. Delayed responses or evasiveness can intensify media speculation and public frustration, fueling negative narratives. Mayor Adams’ team, and any team facing such charges, must act quickly, taking early ownership of the situation, even if all the facts are not yet clear. As a crisis communication lead at Etched Communication, here’s the path recommend for Mayor Adams and any public figure facing similar crises:

1. Acknowledge the Situation Immediately

One of the first steps in crisis management is to quickly acknowledge the problem. Mayor Adams’ team should release a clear, concise statement that acknowledges the issue, but without rushing into detailed explanations or defensiveness. The aim here is to reassure the public that the situation is being taken seriously, while allowing time for a proper investigation or fact-gathering. This helps to build trust and shows a willingness to engage with the public rather than avoid the problem.

2. Designate a Single Spokesperson

Crisis situations often create confusion, especially when multiple people try to explain the situation from different angles. To avoid conflicting information, it’s essential to designate one primary spokesperson to represent the Mayor’s office across all media platforms. Whether this spokesperson is an executive, a PR professional, or an outside expert, their job is to consistently convey the key messages.

For Mayor Adams, this spokesperson should be someone with credibility, authority, and a calm demeanor who can represent the city with clarity and confidence. This spokesperson will prevent contradictory statements, ensuring consistency in what’s communicated across the media.

3. Develop Clear, Consistent Messaging and Put It on Repeat

A crisis is not the time for overly complex or vague statements. The public wants to hear clear, honest, and consistent messaging. Mayor Adams’ crisis team should craft a set of key talking points that explain the city’s position, the actions being taken, and what comes next. This message should be repeated across all channels, in interviews, press releases, and social media posts.

Repetition ensures that the message sticks. Even in the fast-paced news cycle of New York City, it’s crucial to hammer home the core message: what’s happening, what is being done, and what the public can expect in the coming days.

4. Monitor and Align All Communication Channels

Consistency is key. Social media, press releases, interviews, and internal communications all need to be aligned with the same message.

• Social Media: Mayor Adams’ team should make sure that his Twitter, Facebook, Instagram, and other social channels are posting the same messages in real-time. If any platforms are sharing different narratives, it risks confusion or further controversy. Real-time monitoring of these channels is essential to prevent misinformation from spreading.
• Press Releases and Interviews: Coordinating media interviews and press releases with a clear set of talking points ensures that all media appearances reinforce the same themes. All spokespeople or interviewees should be briefed ahead of time with the message guide, so they can respond consistently.
• Internal Communications: Don’t overlook internal audiences. Employees, city workers, and internal stakeholders should be aligned with the public messaging. If they are misinformed, conflicting information could be leaked, causing greater confusion.

5. Use a Centralized Communication Hub

To manage a crisis effectively, creating a centralized online hub for real-time updates is invaluable. For Mayor Adams, this could be a dedicated page on the city’s official website where all relevant information, updates, and press releases are posted. This page serves as the single source of truth for all stakeholders — including the media, residents, and partners.

Direct all communications to this hub for the latest information. This reduces confusion and ensures that everyone has access to the most accurate, up-to-date details.

6. Coordinate with Partners and Stakeholders

In crises that involve external partners or stakeholders, it’s vital to ensure they are briefed with the same messaging. Whether it’s state officials, community leaders, or national organizations, Mayor Adams’ team should ensure that these partners reinforce his office’s narrative. Contradicting statements from external entities can weaken the city’s credibility and further complicate the crisis.

Managing a public crisis effectively is about owning your narrative early, communicating clearly and consistently, and ensuring that all communication channels are aligned. It is much harder to shape public perception behind a narrative. For Mayor Adams, this is an opportunity to demonstrate leadership, transparency, and accountability. By acknowledging the issue, presenting a united front, and keeping the public informed, his team can begin to rebuild trust

Public audiences value transparency and swift action, and the longer any public figure avoids addressing an issue head-on, the more damaging the fallout. In the fast-paced world of election season politics, there’s no room for hesitation — quick, decisive communication is the key to successfully weathering the storm.