I don't think even Alastair Campbell could teach them effective crisis management.
I think this was definitely a case of the little guy not knowing how to navigate such a volatile situation. Some people might even find it pretty unprofessional to joke about reddit buying him out for half-priced at $10mil during an important discussion. Which, btw, would have shutdown the app also, except with a large windfall. How much of that was actually a joke vs testing the waters?
[1] https://www.reddit.com/r/apolloapp/comments/144f6xm/apollo_w...
So you’re right neither side handled it the best. But Reddit has no excuse. They have a team of business so-called experts and have resources to handle this correctly. At this point it’s clear that they are intentionally choosing to go this route of being hostile to 3rd party apps and alienating their users.