In the relentless pursuit of growth and success, brands frequently find themselves navigating through a rapidly changing and unpredictable landscape. In our ever-evolving society, crises can erupt like flames engulfing a house, threatening to consume the very essence of a brand. As the heat intensifies, the typical approaches to crisis communication may no longer suffice to extinguish the spiralling flames and safeguard a brand’s reputation. It is during these decisive moments that the need for unconventional ways of crisis management becomes not just a choice but an imperative for survival.
In this article, I will delve into the heart of crisis communication, where the traditional playbook is set ablaze, and we explore four exceptional examples of unconventional crisis management. These daring strategies have redefined the norms, demonstrating that embracing innovation, empathy, and transparency can turn crises into opportunities for growth, resilience, and even transformation.
Picture it, July; 2023. You are a communications manager at a bustling marketing agency, and your team has just launched a high-stakes campaign for a prominent client. The anticipation is high, and you’re confident that the campaign will be a game-changer. However, just a few hours after the launch, a social media post from an influential figure misinterpreted the campaign’s message, sparking outrage among followers. The hashtag #CampaignFail starts trending, and your client’s brand is suddenly under siege… Think of Pepsi’s attempt at supporting social activism in 2017 and the scornful response it garnered online. In this moment of crisis, you realize the true importance of crisis communication and the need to adopt unconventional strategies to not only salvage the brand’s reputation but also transform the situation into an opportunity for growth.
Walk with me as we dissect these unique approaches and discover the hidden potential they hold for every brand facing the inferno of crisis. 🔥🏠
What is Crisis Communication?
Crisis communication refers to the strategic process of managing and disseminating information during times of unexpected events, situations, or emergencies that have the potential to negatively impact an organization’s reputation, operations, or stakeholders. And yes, it happens to people, too, whose brands have come under fire due to something they said or did publicly. The goal of crisis communication is to effectively address the catastrophe, provide accurate information, mitigate reputational damage, and maintain the trust and confidence of stakeholders while navigating challenging circumstances. This involves swift and transparent messaging, crisis preparedness, and empathetic responses to stakeholders’ concerns to minimize the impact of the crisis and protect the organization’s interests.
I. Crisis Communication Beyond Damage Control
Conventional Approach: The instinctive reaction to a crisis is often focused on damage control, containing negative publicity, and restoring the brand’s image.
Unconventional Approach: Embrace the crisis as a catalyst for positive change. Use this opportunity to showcase the brand’s values and commitment to addressing concerns head-on. Chipotle, a fast-food chain known for its “food with integrity,” faced a crisis when, in 2015, an E. coli outbreak was linked to some of its restaurants. Instead of merely reacting to the situation, Chipotle took the unconventional route by revamping food safety protocols, strengthening supply chain transparency, and engaging in an open dialogue with customers. By doing so, the brand demonstrated resilience and regained consumer trust.
II. Crisis Communication as an Empathetic Connection
Conventional Approach: Crisis communication is often seen as a one-way street, where the brand issues statements and apologies without truly understanding the emotional impact on stakeholders.
Unconventional Approach: Prioritize empathy as the cornerstone of crisis communication. Consider the feelings, concerns, and fears of stakeholders, and craft messages that show genuine care and understanding. When Uber faced public backlash in 2017 due to a series of scandals, including accusations of sexual harassment and toxic work culture, they turned to empathetic crisis communication. The company’s new CEO, Dara Khosrowshahi, wrote an open letter apologizing for past mistakes, promising to prioritize safety and transparency, and acknowledging the need for significant cultural changes. This empathetic approach helped rebuild trust and humanize the brand.
III. Embracing Transparency in Crisis Communication
Conventional Approach: In times of crisis, businesses often resort to withholding information or providing vague responses to protect their image.
Unconventional Approach: Embrace radical transparency. Communicate openly about the situation, share the steps taken to address the issue, and acknowledge any shortcomings. When Tylenol faced a crisis in the 1980s due to product tampering that resulted in several deaths in Chicago, the company took an unprecedented step by recalling all its products from store shelves. They openly communicated the situation, cooperated with law enforcement, and introduced tamper-evident packaging to prevent future incidents. This transparent and decisive action not only saved lives but also solidified Tylenol’s reputation as a brand that prioritizes customer safety.
IV. The Unconventional Crisis Communication Team
Conventional Approach: The crisis communication team typically consists of PR and communications experts, excluding crucial insights from other departments.
Unconventional Approach: Create a cross-functional crisis communication team that includes representatives from customer support, frontline employees, and even customers themselves. This diverse team can offer valuable perspectives and insights that are often overlooked. During the infamous United Airlines incident in 2017 when a passenger was forcibly removed from an overbooked flight, the company’s initial response was heavily criticized. To avoid similar missteps, United Airlines formed a cross-functional crisis team that included customer service representatives and even a customer advisory board. This approach allowed them to address concerns more comprehensively and implement lasting changes to improve customer experiences.
Conclusion
Crisis communication is a crucial aspect of modern marketing, and how a brand responds to a crisis can define its future success. Embracing unconventional crisis communication strategies, such as turning crises into opportunities for growth, prioritizing empathy, and adopting transparency, can not only save a brand’s reputation but also enhance its resilience and long-term trust among stakeholders. As communications managers, it is our responsibility to challenge conventional norms and reimagine crisis communication as a powerful force for positive transformation and brand growth.
Which brand comes to mind when you think of resilient crisis communication? Share your thoughts in the comment section below.
