A Lesson in Crisis Response from the Buffalo Bills

No one wants to be in a crisis, but it is inevitable. The key to overcoming a crisis begins and ends with communication.  It is not only what you say, but how you say it, when you say it, and to whom you say it. 

On Wednesday, January 21, 2026, Buffalo Bills Owner Terry Pegula and newly minted President of Football Operations/General Manager Brandon Beane addressed the media in a press conference two days after announcing the termination of Sean McDermott as the team’s coach. This press conference is a good lesson for any leader facing tough questions amid a crisis. 

Lesson 1: Authentic Accountability

The press conference was a roller coaster ride. There were times when Terry Pegula and Brandon Beane seemed to take accountability, but in the next answer to a question from the press, they seemed to make excuses or place blame.  This inconsistency shows a lack of authenticity and, to be honest, is insulting to the audience. There is a reason there is the term, as much as I hate it, called “PR spin”. People can detect it a mile away. It is an attempt not take accountability but rather change the narrative. Guess what? If your narrator is fake, so is your story. 

Accountability can be hard, but in the end, you will be much more respected and trusted if you own it. Tell the truth and be real. It is that simple. 

Lesson 2:   Show Your Ego Out 

The aura of arrogance was hard to miss in the press conference. From the postures of Pegula and Beane, to the interruptions, to the inflections of their voices – it all added up to ego. The irony is, Beane specifically took offense to people referring to him as a power player (Pegula adamantly said that was not Beane).  It may or may not be true, but his reaction pushed public opinion in one direction. 

People do not respond well to arrogance. Check it at the door. This isn’t about you. As a leader, your responsibility is to those you lead. 

Lesson 3: Order of Operations 

This was by far the organization’s biggest mistake. Terry Pegula said he realized a change was needed after Saturday’s game. Brandon Beane said they had the usual after-season team meeting on Sunday. The decision was made and announced on Monday. When did the players find out about this? When everyone else did. How catastrophic. Nothing says you do not matter more than leaving the news of the coach’s firing up to social media to inform the players. That was egregious cowardice. 

It is critical to involve your people first before the public. Your people are your best ambassadors. If you treat them like they do not matter and that they are not part of the team by knowing things before the public does, how do you expect them to portray your organization to the public? 

Lesson 4: Preparation is Paramount 

I will give Terry Pegula and Brandon Beane credit for not being scripted. That praise was short-lived, however, when I realized they did not have talking points and were not prepped for tough questions. One of Brandon Beane’s comments put a spotlight on the lack of preparation, which had my hackles standing up and my jaw to the ground. He was asked about the roster and getting talent. He said something along the lines of “when you have to pay Josh, you have to make some sacrifices.” Wait, what? You basically just told the world that the MVP quarterback you are looking to get talent for is actually the one to blame for not being able to get talent, because he is paid too much? That may be a harsh assessment, but being in public relations, that is your job in order to do your best to preserve and protect your organization.  

This one comment alone showed how critical it is to coach even the most seasoned leader on how to respond. Journalists represent the people. They ask questions the public has every right to ask and expect an answer to. 

Biggest Takeaway

The press conference left me, as a Bills fan and a communicator, feeling worse than I did days before. That is a sign of failure. All of this could have been handled so much better, and it is going to take a lot to repair the damage. The biggest takeaway and also the priority for the Bills should be their people. When I say their people, I mean the players first and foremost, the staff, and then the fans. Everyone wants to belong and know they matter. The way this was handled, only two people seemed to be considered out of dozens of players, staff, and tens of thousands of fans. 

The bottom line is that when you fail to abide by the lessons above, you set yourself on a collision course of prolonged damage control. Not every crisis can be avoided, but how you respond to them most certainly can make or break you. 

Editor’s babble: Many thanks to Veronica Chiesi Brown for her insight as a PR professional. You can also find Veronica posting on X @vchiesibrown.