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Zusammenfassung von Communicate in a Crisis

Name: Communicate in a Crisis
Rating: 4.1 (80 reviews)
Author: Kate Hartley

Kate Hartley

Understand, Engage and Influence Consumer Behaviour to Maximize Brand Trust

4.1 (80 Bewertungen)

27 Min.

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Communicate in a Crisis
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What’s in it for me? Create a crisis communication plan to help your business weather any storm.

When we think about the word “crisis,” images of natural disasters, global recession, and terrorist attacks probably spring to mind.

In the business world, a crisis is defined as a threat to operations that can negatively impact a brand. Examples of crises include: a significant drop in sales, the falling of a company valuation or, in more serious cases, a loss of lives. If crises aren’t handled correctly, businesses can suffer severe financial losses, and irrevocably damage their reputation.

For today’s businesses, learning how to communicate in a time of crisis is more important than ever. Today’s consumers create deep connections with brands, and hold them to high ethical standards. They also demand complete transparency from the brands they choose to support. Organizations that understand how and why consumers behave – and the motivations that drive them – will be better equipped to communicate with them when crisis strikes.

In these blinks, we’ll take a deep dive into how consumers interact with brands. We’ll also look at how brands can manage communications with their audience in a time of crisis.

Along the way, you’ll learn:

how consumers use social media to boycott brands;
why good leadership is essential in a crisis; and
the importance of empathy in crisis management.

Consumers build close relationships with brands that are authentic and transparent.

Let’s begin with the story of an unhappy customer.

Ashley is an environmental campaigner from Florida. A few years ago, Ashley needed to buy a new car – but it couldn’t be just any car. If she was going to drive at all, it could only be with a sustainable vehicle. So she opted for a Volkswagen. The company had a reputation for being environmentally friendly. What could go wrong?

Ashley was happy with her purchase until news broke of a scandal. Volkswagen had lied about the amount of carbon dioxide its vehicles released into the atmosphere. The actual number was far higher than the company had originally declared.

Ashley felt betrayed: the brand she had championed had broken her trust. So she retaliated on social media, writing posts about how let down she felt.

Here’s the key message: Consumers build close relationships with brands that are authentic and transparent.

In today’s world, consumers connect with brands on an intimate level. When we like a brand, we enter into an emotional relationship with them. We give them our loyalty, and we expect their loyalty in return.

These are called passion brands – ones that, for some reason or another, just get us. Once these brands have us hooked, we’re with them for life. If you tried persuading a Mac user to switch to a PC, for example, you probably wouldn’t be that successful.

This is because brands are part of our social identity. They make us feel smart or fashionable, or maybe they reflect something we’re passionate about, like the environment. Think about why you bought your favorite pair of sneakers: you’re likely a fan of the brand’s ethos, and you like the feeling of being associated with a cool product.

The problem is, brands we support can also let us down. A good example of this is Facebook – a platform many of us rely on to protect our private conversations, memories, and photos.

In 2018, the social media giant broke the trust of its users when it shared their personal data with Cambridge Analytica – without permission. Unsurprisingly, users were outraged. In fact, a 2018 poll by Axios and SurveyMonkey revealed that one in five people in the UK deleted their account immediately after the scandal.

Every brand will experience a crisis at some point– and when they do, they’ll need to know how to respond. We’ll take a look at this in the following blinks.

Brands can trigger consumer outrage in multiple ways.

In 2015, the American novelist Harper Lee published a sequel to To Kill a Mockingbird. She called it Go Set a Watchman.

Originally, fans were thrilled. But, after reading the book, they realized one crucial difference: Lee had changed the main character and hero, Atticus Finch, from a civil rights advocate into a racist.

Social media gives consumers a platform to take down brands.

A few years ago, the author had a nasty online experience.

She had written a blog post about an advertisement that John Lewis, a major UK retailer, had launched in the run-up to Christmas. The ad featured a dog that had been left outside in a kennel surrounded by snow, while its owners stayed tucked up indoors.

The first step in planning for crisis communication is defining what a “crisis” means for your brand.

What do you consider a “crisis”?

This is a question every organization should ask themselves. It sounds simple, but before you can put your crisis plan into action, you'll need to know that you're actually in a crisis.

Your brand’s survival depends on having a plan for when a crisis strikes.

In today’s world, organizations can’t afford to disregard the dangers of digital threats.

For example, in May 2017, the UK’s National Health Service (NHS) fell victim to a major cybersecurity incident. The organization’s IT system – which is used by hospitals and medical clinics across the country – was hacked. And the perpetrators demanded money to restore the system.

In the event of a crisis, brands need to respond quickly and accurately.

In May 2017, British Airways experienced a crisis.

As thousands of families were traveling on holiday during the half-term break, the airline’s computer systems crashed. As a result, 1,000 flights were affected, and 75,000 people had their holidays ruined.

Factual communication in a crisis is essential to build trust.

In 2018, the author attended a conference for communications directors. There, she heard the acclaimed journalist and author Kate Adie speak.

Adie has reported on some of the biggest global news events of the 20th century. She reported from Beijing’s Tiananmen Square in 1989, and brought news to our TV screens of the Iranian Embassy siege in London in 1980.

Leaders should navigate a crisis with clarity, empathy, and decisiveness.

When Winston Churchill became Prime Minister in 1940, he delivered a speech to the House of Commons. In it, he expressed his intention to unite the people of Great Britain and achieve victory in the Second World War.

Churchill set a clear and decisive aim for what he wanted the nation to achieve, and he provided a roadmap for how to do it. This is what crisis expert Jonathan Hemus calls setting a strategic intent – which is something all business leaders should do at the start of a crisis.

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Worum geht es in Communicate in a Crisis?

Communicate in a Crisis (2019) explores how brands can communicate sensitively and effectively in a crisis. Author Kate Hartley explains why consumers connect so intimately with brands, and why social media is a threat to businesses. She also offers valuable advice for how to execute a crisis communication plan.

Bestes Zitat aus Communicate in a Crisis

Crises are human catastrophes that require truly human responses.

—Kate Hartley

Wer Communicate in a Crisis lesen sollte

PR and marketing professionals
Businesses recovering from a crisis
Leaders seeking to develop crisis management skills

Über den Autor

Kate Hartley has over 25 years’ experience working in PR, reputation management, and crisis communications. She is the cofounder of Polpeo, an organization that trains brands on how to manage crises that play out online.

Kategorien mit Communicate in a Crisis

Management & Leadership Kommunikation & Soft Skills Marketing & Vertrieb

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