Fight or Flight? Navigating Crisis Communications
In a moment of crisis, it is critical for a brand to lean in and address a situation head on rather than standby and hope the problem will resolve itself. In lieu of truth, silence allows your audiences to draw their own conclusions and ultimately, sensationalism and false narratives prevail.
McDonald’s USA President Joe Erlinger joined the Today Show to share the company’s response to the E. coli outbreak.
In the wake of McDonald's E.Coli disaster, I can only imagine that their public relations team is pulling all-nighters to produce the strategy and content required to maintain public trust. Based on my experience managing communication crisis, here are some key steps I expect to see:
Empathy. When lives are affected—such as a child developing kidney disease or someone losing their life—showing genuine compassion is crucial. This is where legal and communications teams must strike a delicate balance. It’s important to acknowledge the gravity of the situation without prematurely admitting fault, as the investigation unfolds. Compassionate communication is vital to maintaining public trust.
Communication from Leadership. This morning, the CEO appeared on the Today Show to address the public directly, demonstrating accountability and commitment to resolving the crisis. While this is a commendable step, as a communications coach, I couldn’t help but notice the frequent "ums" and "uhs" during the interview. These small verbal tics detract from the message and can make the leader seem uncertain. You play how you practice. Preparing leadership to deliver clear, confident communication ahead of time is essential.
Internal Communication. Your employees and stakeholders are the backbone of your organization. You cannot leave them in the lurch on information. Trust and believe that everyone they know is calling them and asking for the 'tea.' Empower your internal teams with the right information and key talking points, so they can help manage the narrative and support the brand. Employees want to help and it’s important to give them the tools they need to succeed.
Education & Outreach. This is the time for McDonald’s content team to double down on sharing stories about their commitment to quality and safety. What are their core values? What makes their brand unique? Why should customers remain loyal? Carefully timed and well-crafted videos, images, and stories—whether from suppliers or loyal customers—will help reinforce the brand's strengths, but timing is crucial. Missteps here could come across as tone-deaf.
These are just a few things that come to mind but there are countless other elements to managing a crisis successfully to its end and it’s imperative that businesses are prepared ahead of time.
Would you like help with C-Suite communication training? Or would you like to develop a game plan so that you’re prepared with all the possible considerations should a crisis occur? Let’s connect to discuss how Ignite can help!