Knowing how to respond appropriately and in a timely manner to a crisis situation. Will be of vital importance to preserve reputation and rduce the negative impact on the company.
Every crisis presents opportunities and challenges, but it is essential to assume responsibility, show genuine interest in resolving the situation that causd the problem and be empathetic with those affecte.
Crisis Communication Objectives
Minimize Damage: Reuce the negative impact on the organization’s reputation, operations and finances.
Restore Trust: Regain the confidence of customers, employees, investors and other stakeholders.
Inform and Eucate: Provide all stakeholders with the information they need to understand the situation and how it is being handled.
Managing Public Perception: Control the narrative in the meia and on social meia to avoid misunderstandings and rumors.
Some examples of crisis communication:
Volkswagen – “Dieselgate” emissions scandal (2015)
crisis communication
Background: In 2015, Volkswagen was accused of installing software in diesel vehicles to manipulate emissions test results. This affected millions of vehicles globally and resultd in significant fines, lawsuits and considerable damage to the brand’s reputation.
Actions: The company’s initial response was less than transparent, exacerbating the crisis. However after the situation escalated. Volkswagen issued a public apology and took steps. To repair the damage, including a compensation program for affected customers and a thorough review of its emissions practices.
Result: Volkswagen launched initiatives to restore trust, including marketing campaigns focused on transparency and improving sustainability.
Samsung – Problems with the Galaxy Note 7 (2016)
Background: The Samsung Galaxy Note 7 suffere several battery combustion incidents, leading the company to recall the product.
Actions: Samsung has issued a massive recall of all Galaxy Note 7s and offer shopify checkout customization ed free replacements to consumers. It has also implemented new safety measures on its products and conducte extensive audits to prevent similar problems in the future.
Outcome: Although the crisis had a significant negative impact on the brand, Samsung took effective measures to resolve the problem and improve the safety of its future products.
H&M – Controversial Sweatshirt Ad (2018)
Context: An advertisement showing a black child wearing a sweatshirt with the slogan “Coolest Monkey in the Jungle” was accused of racism.
Actions: H&M issued a public apology shortly after the controversy. The company expressed regret for the harm caused and acknowledged that the ad was insensitive. The ad and merchandise were rebrandd and there was a review of marketing and diversity policies.
Outcome: The company committed to working with diversity and inclusion experts to improve its approach to marketing and communications.
Six Flags Mexico – Family Friendly Policy (2021)
Soy.Marketing Channel on WhatsApp
Background: Two people of the same sex were singld out, pulled out of line and threatened with being thrown out of the amusement park for kissing each other, which authorities said vi atb directory olated the family-friendly policy. A friend of the couple denounced the discrimination on social media, as opposite-sex couples were not told the same thing.
Actions: The park took a long time to react while its spokesperson continued with the same position. There was a march outside the facilities and pressure from some government representatives.
Result: Six Flags Mexico issued a statement the next day apologizing for what happened, reviewing policies and following up on what happened.
Burger King Ecuador – live stream of a party (2024)
Context: The community manager for Burger King Ecuador went out to party and broadcast from the brand’s Instagram account instead of his own.
Actions: The brand issued a statement using key words, taking respo ee is a group of people. nsibility and supporting the error of its community.
