Olufisayo Adelekun is an Ex. Marketing Communications Lead at Businessfront Inc.
If you’ve ever had to manage a brand’s reputation during a storm, you know that a PR crisis can feel like standing in the eye of a hurricane.
Sometime last year, I led my team to navigate a PR crisis that involved an unfortunate incident of an alleged client. Now, that’s an external stakeholder and while that can have a huge impact on your organisation, what do you do when the PR crisis is internally generated?
Today, I’m sharing a story about a situation that shaped my approach to crisis communications and continues to offer lessons for communications and PR professionals.
The Crisis
Some years back, a brand I represented was blindsided by a damaging PR crisis. A narrative began circulating online, alleging poor employee welfare at the organisation by disgruntled and entitled ex-employees.
The timing couldn’t have been weirder because management had just approved a significant increase in staff remuneration, but the positive news hadn’t yet reached the public. Instead, the damaging story spread quickly, threatening to erode the trust we’d worked so hard to build.
The Response: Clarity, Speed, and Strategy
As the crisis unfolded, my team and I made the conscious decision not to engage directly with the negative narrative. Instead, we focused on communicating our truth clearly and proactively.
I published a press release that highlighted the recent improvements in staff welfare, including the newly approved remuneration package. Rather than reacting defensively, I allowed the facts to speak for themselves.
This approach had an unexpected ripple effect. Not only did it neutralise the negative narrative, but it also set a new benchmark in our industry. Other organisations took note and began to replicate our actions, further validating our strategy.
The Wins
- Proactive, Not Reactive: By choosing to lead with facts and positive developments, we shifted the conversation away from rumours and toward verifiable progress.
- Clear Messaging: Our press release was concise, transparent, and focused on what mattered most to our stakeholders – our people.
- Industry Influence: The decision to publicise our staff welfare improvements prompted other organisations to follow suit, positioning our brand as a leader in employee engagement.
The Fails (and Lessons Learned)
- Timing is everything: The crisis highlighted a gap in our internal communications. The positive changes had not been communicated widely enough before the negative narrative took hold. Sharing good news early and often is essential.
- Monitor the Conversation: This experience re-emphasised the importance of real-time monitoring. By tracking public sentiment and online conversations, brands can anticipate issues before they escalate.
- Designate Spokespersons: Having clear communication policies and designated spokespersons is critical. In moments of crisis, clarity about who speaks for the brand can prevent mixed messages and confusion.
Actionable Takeaways for Crisis Communications
- Get Ahead of the Story: Share positive developments with your audience before rumours gain traction.
- Craft Clear, Honest Messaging: Transparency and simplicity build trust, even under pressure.
- Monitor and Respond: Use social listening tools to keep a pulse on public sentiment and respond swiftly when needed.
- Strengthen Internal Communications: Ensure your team is informed and aligned before external news breaks.
- Designate a Spokesperson: Avoid chaos by ensuring only authorised voices speak for your brand during a crisis.
Every crisis is unique, but the core principles of effective crisis communications remain the same: investigation, preparation, clarity, and empathy.
