Drone shows have soared in popularity over the past few years, becoming a popular alternative to traditional fireworks at large holiday events. Capable of creating intricate, synchronized patterns and figures in the night sky while being quieter and more environmentally friendly, these dazzling light shows have quickly become commonplace during holidays like the New Year’s and the Fourth of July.

However, these dazzling performances come with their own risks, as recent headlines have shown.

Both Universal Orlando Resort and Orlando World Center Marriott have either stopped using drones or canceled their drone shows following last week’s incident at Lake Eola Park in downtown Orlando when several drones fell into a crowd of spectators. A 7-year-old boy was seriously injured and required a heart surgery after one of the drones hit him in the chest.

There have been other high-profile incidents, in which drones veered off course, malfunctioned, and caused injuries to audiences watching the shows.

For drone operator companies, such accidents can result in severe reputational harm, legal challenges, and financial losses. The company’s response in these types of situations can determine whether it recovers from the PR crisis or shutters down for good. This is why, when it comes to the drone show industry, being prepared for the unexpected is no longer optional—it’s essential.

The Risks of Drone Shows

Drone shows rely on sophisticated technology and precise coordination, but even the most well-planned events are not immune to risks. Some of the most common challenges include:

• Technical Malfunctions: Drones can experience hardware or software issues, leading to crashes or erratic behavior.
• Weather-Related Issues: High winds, rain, or sudden changes in weather conditions can impact drone performance.
• Human Error: Mistakes in programming flight paths or piloting can result in drones failing to perform as intended.

When these risks turn into real-world drone accidents, the fallout can be swift and overwhelming. Companies may find themselves facing:

• Public Backlash: Once an accident occurs, trust in the operator’s competence and professionalism can erode rapidly.
• Media Scrutiny: News outlets often seize on dramatic footage of malfunctioning drones, amplifying the incident and shaping the public narrative.
• Legal Challenges: Injured individuals may pursue lawsuits, and regulatory agencies could step in to investigate.
• Viral Social Media Coverage: Videos of mishaps can spread like wildfire, turning local incidents into global PR crises.

Without a plan in place, drone companies can find themselves on the defensive, struggling to respond to growing criticism while trying to salvage their brand.

Why Drone Operators Need Crisis Communications Counsel

For drone operators, having crisis communications experts on retainer is a vital safeguard. Here’s why:

• Immediate Response: A crisis communications team can quickly draft and release a statement to address public and media concerns, helping to control the narrative.
• Media Management: Skilled professionals ensure accurate media coverage, correct misinformation, and protect the company’s reputation.
• Stakeholder Reassurance: Effective communication with clients, regulators, and the public demonstrates accountability and rebuilds trust.
• Reputation Management and Recovery: Long-term strategies can help mitigate damage and proactively position the company as a leader in safety and responsibility.

By partnering with a crisis communications firm, drone operators can focus on growing their business while experts handle the messaging and proactively prepare for any potential crises. Some of such crisis preparedness steps may include the following:

1. Develop a Crisis Plan: Create a comprehensive plan with predefined messaging for common scenarios, such as technical malfunctions or audience injuries.
2. Train Staff: Ensure employees know how to report incidents and communicate with affected parties.
3. Media Train Senior Executives: Your crisis communications firm can conduct simulations and prepare company leadership for potential media interviews.
4. Monitor Online Sentiment: Use tools to track how incidents are discussed online, allowing for timely and appropriate responses.

Crisis preparation can make all the difference between a company recovering gracefully from an incident and experiencing long-term damage.

How Red Banyan can Support Drone Operators

At Red Banyan, we understand the unique challenges that come with operating in a high-stakes industry like drone technology. Our team has extensive experience in managing crises, especially those involving cutting-edge tech and public safety.

We specialize in helping companies navigate tough situations with tailored strategies, ensuring that their brand remains resilient even in the face of adversity. Whether it’s crafting the right message, managing media inquiries, or building long-term trust, Red Banyan has helped hundreds of companies of all sizes protect their reputation.

Drone shows are a marvel of modern technology, but they come with inherent risks that cannot be ignored. For drone operator companies, being prepared for the unexpected isn’t just a best practice—it’s a necessity. Professional crisis communications counsel can help operators mitigate the fallout from accidents, maintain public trust, and position themselves as leaders in safety and accountability.

If you’re a drone operator looking to safeguard your reputation and prepare for potential challenges, Red Banyan is here to help. Reach out to us today to ensure you’re ready for whatever the future may bring.