Do's and Don'ts of Crisis Management

Do's:

Respond Quickly

Speed is critical during a crisis. Responding promptly to negative feedback or a developing situation shows that your brand is aware and proactive.

Tip: Even if you don't have all the answers immediately, acknowledge the issue and communicate that you are working to resolve it.

Stay Transparent

Always be honest and transparent about the situation. A lack of transparency can lead to a loss of trust, and social media users quickly detect dishonesty.

Example: Share detailed information about the issue, the steps being taken to fix it, and updates as the situation progresses.

Show Empathy

Demonstrating empathy is crucial. Acknowledge how the crisis may affect your customers and express genuine concern.

Tip: Use empathetic language like, "We understand how frustrating this must be for you, and we're working hard to resolve the issue."

Take Responsibility

Own up to your mistakes. If the crisis is caused by a brand error, take full responsibility instead of deflecting blame. Customers appreciate accountability.

Example: In 2018, KFC ran out of chicken in the UK, which caused outrage. The company responded with a humorous yet sincere apology ad, taking full responsibility and gaining positive feedback for their response.

Provide a Solution

Provide a clear plan for resolving the issue. Explain the timelines and steps your audience can expect.

Tip: Communicate the solution effectively and follow up to ensure the issue is fully resolved.

Don'ts:

Ignore the Problem

Ignoring a crisis will only make it worse. Silence is often interpreted as indifference, leading to further backlash.

Don't: Avoid deleting negative comments or blocking users. Instead, address the issue head-on.

Overpromise

In the rush to resolve a crisis, brands may overpromise solutions that they cannot deliver. This can lead to further frustration and distrust.

Don't: Avoid making guarantees you can't fulfill. Be realistic in your commitments.

Be Defensive

Defending your brand's actions or shifting the blame onto others can escalate the situation. It's important to remain calm and professional, even if the criticism feels unjust.

Don't: Avoid engaging in arguments or combative language with your audience.

Lack Consistency

Mixed messages across platforms can create confusion and lead to mistrust. Ensure consistency in messaging across all communication channels (social media, email, press releases).

Tip: Create a unified message to be shared across all platforms.

React Emotionally

It's easy to let emotions take over during a crisis, but emotional reactions can damage your brand's image. Stay calm, collected, and professional at all times.