Communicate in a Crisis

Trust is earned in drops and lost in buckets, especially during a crisis.

1. Consumers Form Emotional Ties with Authentic Brands

Modern consumers don't just buy products; they invest emotionally in brands they trust. They expect transparency and ethical conduct from these brands, akin to trust in a personal relationship. When brands align with consumers' values, like sustainability or innovation, loyalty is sealed.

For instance, Ashley, an environmentally conscious car buyer, chose Volkswagen because of its green reputation. However, when Volkswagen's emissions scandal surfaced, her trust was shattered. She turned to social media to express her betrayal. This emotional connection showcases why losing consumer confidence can feel personal.

When trust breaks, consequences can be swift and damaging. In 2018, Facebook faced public outrage during the Cambridge Analytica data scandal. Users felt betrayed when their personal data was mishandled, sparking mass account deletions. Once confidence eroded, regaining it became challenging for the platform.

Examples

• Volkswagen's emissions scandal broke Ashley's loyalty.
• Facebook's data breach led to widespread user outrage and account deletions.
• Passion brands like Mac retain customers due to shared identities and trust.

2. Missteps by Brands Can Spark Consumer Wrath

Brands risk alienating their consumers when their actions run counter to shared values or expectations. When consumers attach values to a brand, any perceived betrayal feels personal, triggering public criticism or boycotts.

Harper Lee's sequel to To Kill a Mockingbird faced backlash when her beloved character, Atticus Finch, was depicted as racist. Fans felt disillusioned, as Lee’s work had symbolized civil rights. This narrative shift felt like a broken promise, prompting condemnation.

Major service disruptions can also fuel public anger. In 2018, multiple UK rail companies altered schedules, causing delays and cancellations. Irritated commuters used social media to share their frustrations, creating a viral outcry. Brands must remember that even logistical changes affect trust.

Examples

• Harper Lee's fans condemned her sequel for betraying characters’ values.
• UK rail disruptions made transportation chaos a national concern.
• Companies ignoring consumer values risk public retaliation.

3. Social Media Gives Consumers the Power to Fight Back

With platforms like Twitter and Facebook, the balance of power has shifted. Consumers now have a direct channel for voicing grievances and galvanizing support against brands that disappoint them.

For example, John Lewis faced scrutiny after airing a holiday ad where a dog was left outside in the snow. Outraged animal rights advocates rallied on social media, forcing the company to reshoot the ad’s ending. Social media turned a simple complaint into a viral movement.

Activists can also target individuals tied to brand campaigns. The author herself faced online abuse after merely observing the campaign’s viral nature. Her experience shows how social media amplifies consumer voices, which can bring both justice and collateral harm.

Examples

• John Lewis reshot an ad after public outcry about perceived animal neglect.
• The author faced online harassment for critiquing a viral campaign.
• Social media enables grassroots campaigns that challenge brand authority.

4. Define Crises Before They Happen

To handle issues effectively, organizations must clearly distinguish between everyday challenges and full-blown crises. Without a clear framework, they risk overreacting—or worse, underreacting—to major events.

For example, in 2018, KFC’s UK branches ran out of chicken, a rare but dire crisis for a fried chicken restaurant. While some saw this as an inconvenience, the company correctly identified it as a critical threat to its core business.

By contrast, brands dealing with routine challenges often misuse the term "crisis." True crises jeopardize operations, employee safety, or reputations. To distinguish a crisis, consider its impact on public safety, finances, or customer trust.

Examples

• KFC’s chicken shortage disrupted its primary business function.
• Day-to-day issues, like small shipment delays, don’t qualify as crises.
• Criteria like safety and reputation help define the scope of crises.

5. A Crisis Plan Can Save an Organization

Preparation is survival. Without protocols, a brand risks spiraling when trouble hits. A pre-crisis plan ensures teams are ready to respond cohesively and mitigate damage.

Take Britain’s NHS in 2017, which fell prey to a ransomware attack. It lacked sufficient IT defenses, leaving it vulnerable. Had the NHS patched its systems, the crisis might have been avoided.

Teams should brainstorm potential threats and assign roles beforehand. Protocols should guide staff response depending on severity, like handling a minor technical glitch versus a security breach.

Examples

• The NHS ransomware attack exposed flaws in preparedness.
• Cross-departmental crisis teams reduce confusion during emergencies.
• Categorizing scenarios by severity helps optimize responses.

6. Quick and Accurate Communication is Key

Responding swiftly yet carefully ensures clear messaging in times of trouble. A rushed, vague reply can worsen public panic and damage trust.

British Airways learned this the hard way in 2017. After widespread flight cancellations due to IT issues, its vague explanation backfired. Media speculated wildly and eroded trust further. Immediate, honest updates could have eased customer frustration.

To streamline communication under pressure, companies should post regular updates prominently across their platforms. Prioritizing questions and using templates makes direct replies easier.

Examples

• British Airways’ early statements hurt its credibility during IT failure.
• Accurate responses early on help brands regain public favor.
• Templates save time in large-scale crisis communication efforts.

7. The Truth Matters in Crisis Communication

People respect honesty, especially in times of uncertainty. Brands that stick to clear, truthful messaging recover trust faster than those that mislead.

Journalist Kate Adie emphasizes that audiences value candidness. During crises, communicators should confirm facts before speaking out to avoid spreading falsehoods. Clear language is equally important to prevent confusion among stakeholders.

For instance, if a brand hastily shares incomplete data, it risks backlash when errors are revealed. Reporting accurate information fosters transparency.

Examples

• Accurate reporting builds trust during turbulent times.
• Adie’s principles (find facts, verify, report) reduce miscommunication.
• Clear language ensures all voices within an audience are reached.

8. Empathy and Leadership Set the Tone

Strong leadership during a crisis reassures stakeholders. Leaders who display calm decisiveness and genuine empathy instill confidence in their brand's ability to recover.

Nick Varney, CEO of Alton Towers, exemplified this principle after a tragic roller coaster accident in 2015. From the start, he took responsibility, apologized, and outlined safety reforms. His empathetic communication softened public outrage and preserved his brand's integrity.

Churchill's leadership during World War II provides another example. By giving people a clear mission, he galvanized unity and hope. Strategic thinking in crises starts with setting meaningful goals.

Examples

• Nick Varney’s empathy after Alton Towers accident won public respect.
• Churchill’s strategic clarity and decisiveness inspired war-time morale.
• Leaders who outline thoughtful goals anchor team responses.

9. Judging Scandals Through the Consumer’s Lens

Understanding customer expectations helps brands weather controversies. By avoiding reactions that make consumers feel undervalued, brands can de-escalate outrage effectively.

Southern Rail’s service chaos exemplifies widespread customer dissatisfaction when corporations seem disconnected. Similarly, consumers turned to social media during other publicized errors, forcing corporate accountability.

Ultimately, brands that honor consumer voices—even amidst backlash—foster deeper loyalty later.

Examples

• Southern Rail’s prolonged disruption mirrored universal frustrations.
• Public apologies from CEOs can change the tone of backlash.
• Sincere efforts to address expectations improve post-crisis ties.

Takeaways

1. Craft a clear crisis communication strategy by identifying possible scenarios, forming a team, and assigning specific roles.
2. Practice empathy and address public concerns honestly during crises to maintain consumer trust.
3. Use facts, not assumptions, in all communication, and stay organized with tools like templates for online responses.