Any therapist worth their salt will tell you that trust is hard to build and easy to break. The same rule applies to the relationships public figures and brands build with their audiences. And when a crisis hits, it’s up to the PR pros to stop that trust from shattering into a million pieces. The more these pieces break off in the form of negative news articles and social media posts, the harder that it’s going to be to put your reputation back together. Whether it’s during a product recall, data breach, or scandal, your communication strategy will be a key determinant on how you’ll make it out of a crisis. Here are a few tips for handling a crisis like a pro:
1. Plan Ahead
A crisis is like an earthquake: it’s hard to predict, but you should prepare for it anyways. The best way to manage a crisis is to have a plan. Identify your spokespeople for crisis situations and determine who will provide input on messaging—whether it’s policy, product, or legal. Ensure you have contact methods for key stakeholders, even outside of work hours, and establish a clear chain of command if they’re unreachable. Anticipate risks and prepare messaging addressing those issues. Develop a comprehensive crisis communication plan that outlines crucial roles, messaging frameworks, and action steps. The last thing you need during a crisis is confusion and panic. Regularly meet with internal stakeholders to monitor potential risks and update the plan as needed.
Case Study (Do) – YouTube
In early 2024, YouTube rolled out an update to its Firearms Policy. Foreseeing that ambiguity could lead to confusion and outrage from people on all sides of the firearms debate, the comms team developed a plan to communicate the policy as clearly as possible. They crafted communications that focused on the details of the policy. They anticipated likely questions and concerns, proactively addressing them in their communications to press, creators and the public. What could have been a negative press cycle resulted in largely neutral coverage focused on the update’s impact on the platform’s users and content creators.
2. React Quickly, Not Rashly
Time is of the essence in a crisis, but rash decisions can make the situation worse. The first step in any crisis is to gather as much information as possible from internal and external sources. If a reporter presents a new accusation, don’t be afraid to ask questions. Robert Andrews, assistant director for public relations at Johnson & Johnson, recalled the first call from a reporter during their 1982 Tylenol tampering crisis: “He wanted our comment… we told him we knew nothing about it. In that first call, we learned more from the reporter than he did from us.” Respond quickly, but ensure your actions are well-considered and appropriate.
Case Study (Don’t) – Samsung
In 2016, the much-anticipated rollout of Samsung’s Galaxy Note 7 was derailed by reports of the phone exploding in the hands of customers. The company quickly determined the source of the malfunctions and began recalling the phone in several markets. However, in their haste to reassure consumers, they communicated inaccurate information. An initial statement claimed that customers in Hong Kong would not be affected by the recall, only for Samsung to retract that statement the very next day.
3. Be Transparent and Take Responsibility
Honesty goes a long way in crisis situations. Be upfront about what happened, the steps you’re taking to address the issue, and what stakeholders can expect moving forward. Clear and transparent communication can minimize damage and begin the process of rebuilding trust.
Case Study (Do) – Lyft
During the release of their Q4 2023 earnings, Lyft issues a press release that contained a numerical typo that grossly overestimated a key metric. The company’s stock catapulted, but news of the mistake created chaos and confusion in the market. Lyft moved quickly to regain the market’s confidence, immediately taking responsibility and issuing a correction. Lyft’s CEO, David Risher, quickly took responsibility for the mistake in interviews with CNBC, Fox Business and Bloomberg, helping ease investor anxiety. The company’s transparent handling of the situation demonstrated accountability and a commitment to honest communication, essential elements in re-establishing trust after a significant blunder.
4. Maintain Consistent Messaging
Have you ever noticed how people tend to ramble on whenever they’re nervous, or worse, when they’re lying? One thing that separate PR pros from novices is their almost militant commitment to message discipline. Once you have a clear and concise response to your crisis, stick to your message. You’re inviting disaster every time you or another spokesperson tries to get fancy or witty with the message. The goal is to ensure your carefully crafted response—and only that response—gets to its intended audience. That message should be consistent across all external and internal communication channels. Poor discipline at any level can ruin your entire strategy.
Case Study (Don’t) – Chipotle
When Chipotle experienced E. coli outbreaks in 2015 across several of its restaurants, they had initial success managing the crisis. The company worked to communicate the steps they were taking to deal with the outbreak and ensure their customer’s safety. All that work came undone when local Chipotle restaurants started issuing their own statements, downplaying the severity of the outbreak or offering conflicting information about store closures. The lack of top-down discipline ultimately muddled the whole message and only stoked more confusion and distrust among customers.
5. Be Human
Your audience wants to know that you care about their well-being, especially during a crisis. Prioritize people over profits in your communications. Address their concerns, provide support, and show empathy.
Case Study (Don’t) – United Airlines
The 2017 United Airlines incident involving a passenger being forcibly from a plane is remembered thanks to the viral video showing the passenger being dragged off the plane, and because of the company’s catastrophic response. In its statements, United placed blame on the passenger and attempted to justify their actions by citing company procedures. The sincere apology was noticeably absent from their initial communication.
Conclusion
A good boxer can take a punch; a better boxer won’t have to. Take the time now to plan, prepare, and train your teams. By embedding these tips into your organization’s DNA you can minimize unforced errors and be prepared to handle the unexpected.
