In the world of marketing and advertising, crises are inevitable. Whether it’s a product failure, a PR mishap, or a global pandemic, how your brand handles communication during these turbulent times can make or break your reputation. As professionals in the world of marketing & communications, it’s crucial to understand the best practices for managing brand messaging to maintain trust and transparency. Here’s a guide to navigating these challenging waters effectively.
- Be Proactive, Not Reactive
The first step in handling brand messaging during a crisis is to be proactive. Don’t wait for the crisis to escalate before addressing it. Prepare a crisis communication plan in advance, outlining the key steps your team should take. This plan should include pre-drafted messages, a list of stakeholders to notify, and a chain of command for decision-making.
For example, When the COVID-19 pandemic hit, Airbnb was quick to respond. They immediately addressed the concerns of both hosts and guests, offering flexible cancellation policies and regular updates. Their proactive approach helped maintain trust and showed their commitment to their community.
- Communicate Clearly and Frequently
During a crisis, clear and frequent communication is paramount. Keep your audience informed with regular updates, even if there isn’t much new information to share. Silence can breed speculation and rumors, which can damage your brand’s reputation.
Ensure that your messaging is consistent across all channels. This includes social media, email newsletters, and your website. Use simple and straightforward language to convey your messages, avoiding jargon or technical terms that might confuse your audience.
- Show Empathy and Understanding
Crises often have a human element, affecting people’s lives and emotions. It’s essential to show empathy and understanding in your messaging. Acknowledge the impact of the crisis on your audience and express genuine concern.
During the Tylenol poisoning crisis in 1982, Johnson & Johnson’s immediate response was one of empathy and transparency. They recalled 31 million bottles of Tylenol, even though it cost them millions of dollars. Their primary focus was on consumer safety, and their empathetic response helped rebuild trust in the brand.
- Be Transparent and Honest
Transparency is key to maintaining trust during a crisis. Be honest about what you know and what you don’t know. If there’s uncertainty, acknowledge it. Providing half-truths or trying to cover up the severity of the situation can backfire and lead to a loss of credibility.
- Engage with Your Audience
Engage with your audience by responding to their questions and concerns. Use social media to address comments and feedback promptly. This two-way communication can help you understand the public’s perception of the crisis and tailor your messaging accordingly.
- Take Responsibility and Apologize When Necessary
If your brand is at fault, take responsibility and issue a sincere apology. Avoid deflecting blame or making excuses. A genuine apology can go a long way in mending relationships with your audience.
Take Starbucks as an example. In 2018, Starbucks faced a crisis when two African American men were arrested in one of their stores. The incident sparked outrage and accusations of racial profiling. Starbucks quickly took responsibility, issued a public apology, and closed all its stores for a day to conduct racial bias training. Their prompt and sincere response helped mitigate the backlash and demonstrated their commitment to addressing the issue.
- Highlight Positive Actions
If your brand is taking positive steps to address the crisis, highlight these actions in your messaging. Whether it’s donating to relief efforts, implementing safety measures, or supporting affected communities, showcasing your positive contributions can help reinforce your brand’s commitment to doing the right thing.
Conclusion
Handling brand messaging during a crisis requires a delicate balance of transparency, empathy, and proactive communication. By following these best practices, you can navigate crises effectively, maintaining trust and protecting your brand’s reputation.
Remember, how you communicate during a crisis can define your brand for years to come. Be prepared, be honest, and above all, show that you care.