Learning From Crisis Communication Mistakes And Successes

Learning From Crisis Communication Mistakes And Successes Edward Segal Senior Contributor Edward Segal is a PR expert who covers crisis-related news and topics.

Communicating effectively about a crisis is as important as successfully managing the crisis. Done well, crisis communications can help companies put emergencies behind them as quickly as possible. But staying quiet about a crisis can create unnecessary issues or concerns.

Business leaders and their staffs can learn from the crisis management successes and failures of companies and government agencies that have recently been in the news.

Tesla There is a major downside for business leaders who refuse to talk to the media or have no public relations staff: They put their organizations at a disadvantage when a crisis strikes by not telling their side of the story about an emergency, disaster or scandal or answering important questions from journalists. Tesla eliminated its public relations department in 2020. Now news organizations explain the company’s silence when doing stories about the automobile maker. For example, when a report surfaced yesterday that the company is cutting its work force by 10%, CNN reported that “Tesla, which does not have a public relations staff, did not respond to a request for comment on that report…”

Relying On Social Media Company founder Elon Musk did, however, take to social media to explain the need for the cutbacks. “On Monday, Musk posted on X: “About every 5 years, we need to reorganize and streamline the company for the next phase of growth,” responding to posts reacting to the layoffs and the departure of two high ranking Tesla executives, Drew Baglino and Rohan Patel,” according to CNN.

Twitter (X) And then there was Twitter (now X), which now has no public relations staff or way for news outlets to obtain comments or additional information about the company.

In 2022, the New York Times wrote, “Twitter has no press department, because everyone who was part of the team either fled or was fired not long after Mr. Musk’s takeover. The absence of in-house publicists means that reporters have had no one to call for comment when they are about to file their dispatches on the latest goings-on at Twitter.”

A balanced approach to crisis communication, which includes media relations, social media, and other communication channels, can help ensure that a company’s side about a crisis is told effectively, efficiently and strategically.

State And Federal Governments Frequent communication about a crisis can help provide assurances to the public and other stakeholders that organizations are doing everything they can to address the situation, and share information and resources they may need to help cope or recover.

Briefings In the aftermath of the recent collapse of the Francis Scott Key Bridge that spanned the Baltimore harbor, Maryland and federal officials have conducted a series of briefings for news organizations and continue respond to requests for comment and information about recovery and salvage operations.

Websites Unlike Tesla and X, the websites for Maryland Gov. Wes Moore, Coast Guard, National Transportation Safety Board, and other state and federal government agencies make it easy for reporters to contact officials and spokespersons for information and comments about the collapse of the bridge. Depending on the nature of a crisis, websites for the public can be especially helpful.

On April 11, Moore announced the launch of the Francis Scott Key Bridge Collapse Response Website, which his office said “serves as a central hub for Marylanders in search of federal, state, and local resources and programs related to the collapse of the Francis Scott Key Bridge.

“Additional resources on the website include direct links to information on the salvage and response operations from the Unified Command, up-to-date traffic and road closure alerts from the Maryland Department of Transportation, and Maryland’s official 511 Traveler Information service.”

Importance Of Transparency “The importance of frequently communicating with the public and stakeholders cannot be overstated,” Tenyse Williams, a public relations expert and adjunct instructor specialist at Columbia University, George Washington University, and the University of Central Florida, said via email.

“People yearn for transparency, especially when they are entangled in the uncertainty of a crisis. The narrative can spiral out of control if not tended to, and silence or insufficient information invites speculation, rumor, and mistrust. So it’s paramount to put the spotlight on the problem, reaffirm your commitment, and clearly articulate your actions,” she advised.

Prioritise Key Messages As critical as it is for organizations to share information about a crisis, business executives should be careful about sharing too much information, or communicating too frequently. It is “possible to share too much information in times of crisis,” Jessica M. Graham, the founder and CEO of Fionix Consulting, a strategic communications agency, said via email.

“The best thing you can do in a crisis is to end the story quickly, and sometimes organizations can inadvertently keep the story in the news by continuing to share unnecessarily. Oversharing can also confuse your message and distract from the issue at hand. It’s best to keep your messaging simple and direct during a crisis,” she concluded.

Additional Reading Opportunities – Learning from a Crisis