What Companies Continue to Get Wrong with Crisis Communications

Ashtyn Douglas writes for Business:

In a recently launched Starbucks campaign, baristas were encouraged to write #RaceTogether on customer cups and initiate conversations about race while preparing venti caramel frappuccinos. Social media, not surprisingly, erupted in a negative way.

Campaign critics complained that talking about a sensitive subject with a stranger over a morning cappuccino isn’t exactly appropriate. The sarcasm and disapproval went viral.

The campaign is still dealing with criticism, and from many perspectives, the company hasn’t been adhering to best practices when it comes to crisis management.

Here’s what companies continue to do wrong:

Holding their ground
Taking responsibility for a mistake is one of, if not, the most key aspect of PR crisis management. According to one study conducted by Stanford, admitting mistakes usually resulted in higher prices for a company’s stocks.

Going rogue
Deleting social media accounts, or posts, is another way to make matters worse than what they may already be.

Acting very slowly
Being on social media means that a PR crisis can erupt and spread like wildfire in an instant. Failing to act quickly enough online can be as bad as failing to act at all.

Having a meltdown
Failure to remain calm when receiving complaints from customers is one of the worst things anyone can do. Instead of arguing with customers, businesses should focus on accepting criticism and learn to swallow their pride.

Not responding to customers
More often than not, the public cares more about how a company handles a crisis than the crisis itself which is why a company should never ignore its customers. Customers who are already angry for whatever reason will often find themselves even angrier at a company’s perceived lack of caring.

 

To read the original article, click the link here: http://www.business.com/marketing/pr-crisis-communication-what-you-know-you-shouldnt-do-but-do-it-anyways/