As most of you already know, United Airlines recently suffered a self-made disaster that left us PR pros with nightmares. What started as damning footage surfacing of a man being violently dragged off a flight, snowballed into a highly-publicized crisis that, ultimately, could have been avoided. In fact, I wrote a blog post a few months ago about why honesty is the best policy when it comes to crisis communications, and United’s situation is a perfect example.
Now that the dust is beginning to settle, it’s important for all companies to use this dilemma as a lesson on what to do, and what not to do, when facing a PR crisis. Here are a few takeaways from United’s debacle:
- Say you’re sorry, and mean it. One of United’s biggest mistakes during this crisis was initially deflecting any responsibility for the incident. From the company’s first statement, to the CEO’s “apology” and letter to employees, United’s attempt to distance itself from the issue ended up causing more backlash. Owning up to a mistake will help the audience rem
Courtesy of Pexels ember no one is perfect and make it easier for them to forgive you.
- Get your message out quickly. When United’s CEO finally released a heartfelt apology, more than a day had passed since the news first broke. That long delay gave reporters control over the story and increased the sense of outrage and distrust among customers. Responding to a crisis right away will help you gain control of the narrative before it’s too late.
- Show what you’ve learned from the incident. Since the news broke about this crisis, United has stayed relatively silent about what it will do to prevent similar situations moving forward. Creating an action plan to resolve these issues in the future shows that you truly care about your customers’ well-being.
Although it’s impossible to avoid mistakes completely, having a good communications plan can make it easier for your brand to bounce back from a crisis and not follow in United’s footsteps.
What other tips do you have for responding to a PR crisis?