In the ever-connected digital age, businesses can find themselves in the spotlight for reasons far beyond their control. Recently, TrueCar, an automotive marketplace, faced an unexpected reputational challenge when a former employee, Luigi Mangione, was arrested in connection with the high-profile murder of UnitedHealthcare CEO Brian Thompson. Despite Mangione leaving TrueCar in 2023, his LinkedIn profile, still active at the time of the incident and this article, identified him as a Data Engineer at the company. This has led to tagging and discussing TrueCar’s brand on social media.
This situation highlights a harsh reality for businesses: even when a company has no direct involvement in an incident, its name can become associated with events beyond its control. How a business responds in such moments can make all the difference in protecting its reputation and maintaining public trust.
TrueCar’s Next Steps: Managing the Crisis Effectively
To navigate this reputational challenge, TrueCar—and businesses in similar situations—should consider the following crisis communication strategies:
- Acknowledge and Direct Internally:
- An internal email confirming Mangione’s former employment and reminding employees not to post about the situation on social media or speak with the press is a good idea.
- Clearly direct all inquiries to the designated communications leader to ensure consistent messaging.
- Monitor Mentions and Address Misinformation:
- Actively track social media platforms and media coverage for mentions of TrueCar.
- Be prepared to address inaccuracies promptly if they arise.
- Pause Social Media Activity:
- Avoid posting to company social media accounts until the news cycle diminishes. This prevents fueling further engagement, as previous posts have already attracted negative replies.
- Enhance Security Measures:
- Proactively increase security at company facilities to ensure employee and corporate safety during heightened visibility.
- Prepare Supportive Messaging:
- Develop statements reaffirming the company’s commitment to its corporate partners, especially if anti-corporate sentiment emerges from the association with the former employee.
- Keep Stakeholders Informed:
- Maintain open communication with executives, legal teams, HR, and security leaders to ensure alignment as the situation evolves.
The Bigger Picture: Lessons for All Businesses
This incident underscores the importance of being prepared for the unexpected. A crisis communication plan is no longer optional—it’s a business essential. Here’s why:
- Unpredictable Associations: Companies cannot control the actions of employees or former employees, but they can control their response.
- Rapid Response Is Key: Social media moves quickly, and failing to address a situation promptly can lead to negative sentiment or misinformation spreading unchecked.
- Consistency Builds Trust: A unified, transparent response reassures stakeholders and mitigates potential fallout.
Another of the suspect’s former employers demonstrated the importance of measured responses by saying, “We don’t comment on former employees.” While brief, this approach maintained professionalism and avoided unnecessary escalation.
Why Preparation Matters
TrueCar’s experience is a wake-up call for businesses everywhere. Whether it’s managing employee-related crises, responding to social media backlash, or addressing misinformation, being prepared is critical. A robust crisis communication plan ensures that businesses can act swiftly, communicate effectively, and protect their reputations when the unexpected happens.
At Synaptic, we’ve seen firsthand how quickly a crisis can escalate—and how a proactive plan can make all the difference.
Take Control of Your Reputation
No business can predict when a crisis will strike, but every company can prepare. You can protect your brand, maintain trust, and emerge stronger with the right tools and strategies.
