As Albert Einstein once said, in the midst of every crisis, lies great opportunity. In some instances, a crisis can provide brands with the opportunity to create positive brand reinforcement and awareness, however, in many cases, some brands are its own worst enemies in tarnishing its reputations. It is for this reason that issues and crisis strategy should form the bedrock of any brand’s communications plan.
According to the 2019 JOTW Communications Survey, only 59% of communicators have a communications strategy, while a mere 45% have a documented crisis communications plan. Furthermore, PWC’s Global Crisis Survey 2021 suggests that only 62% of business leaders used a crisis plan in their response to the ongoing pandemic.
As Albert Einstein once said, in the midst of every
crisis, lies great opportunity. In some instances, a crisis can
provide brands with the opportunity to create positive brand reinforcement and awareness, however, in many cases, some brands are its own worst enemies in tarnishing its reputations. It is for this reason that an issues and crisis strategy should form the bedrock of any brand’s communications plan.
According to the 2019 JOTW Communications Survey, only 59% of communicators have a communications strategy, while a mere 45% have a documented crisis communications plan. Furthermore, PWC’s Global Crisis Survey 2021 suggests that only 62% of business leaders used a crisis plan in their response to the ongoing pandemic. The figures are alarming, particularly given the impact of the pandemic on global business practices, and that in today’s digitally-driven world,
anything and everything a brand conveys
is placed under a microscope.
Today, crisis management is more important than ever, compelling brands to be prepared and respond rapidly to a crisis at any given time. This is particularly important given that research by ConverSocial claims that 37% of consumers who use social media platforms to complain or question brands expect a response in under 30 minutes.
There are no quick fixes when it comes to crisis recovery. This is evidenced by Deloitte’s Global Crisis Management Report which indicates that fewer than 30% of C-Suite executives who’ve experienced a crisis say that their reputations recovered in less than a year, with 16% claiming it took four years or more. Financial and operational crises experienced similar long recovery times. The road to recovery is a long one, with 70% stating that it took more than a year for its corporate reputation to recover.
As one of a brand’s most valuable attributes, corporate reputation can make or break a brand for consumers. Here are three recent brand blunders that should never be repeated, proving that crisis management is important:
In celebration of International Women’s Day 2021, Burger King’s UK division tweeted that “Women belong in the kitchen” followed by two further tweets saying “if they want to, of course,” and the next announcing the fast-food chain’s new scholarship programme aimed at helping women attain a degree in culinary arts and reduce the gender gap in the restaurant industry.
What was meant to capture attention did so, but for the wrong reasons. While the campaign first appeared in print and was interpreted as ironic, using the same direction on social media simply does not have the same effect. Many looked past the subsequent tweets and fixated on the first, resulting in a backlash for a seemingly sexist statement that resulted in Burger King appearing completely tone-deaf.
The tweet was eventually deleted, and an apology was issued. While Burger King hoped the attention would spark interest and support for the scholarship program, for many, the damage was already done.
After Volkswagen’s infamous Dieselgate scandal a few years ago, one would think that the world’s largest automotive manufacturer would tread lightly. Well, think again.
In 2020, the German conglomerate posted a video on Instagram promoting its latest Golf 8, with a giant white hand flicking a black person away from the car and into a restaurant by the name of Petit Colon – French for Little Colonist. Given that Volkswagen was founded in 1937 under the Nazi regime, one would assume that anything race-related be approached with extreme caution.
What ensued on social media was best described as an utter uproar, and the advert was swiftly removed and an apology was issued. It read, “No one from the team realised that flicking away a person is inappropriate on its own — and racist in the context shown. We should never have made a mistake like that. Neither the agencies nor we. We must apologise for that — with no ifs and buts. And ensure that something like it can never happen again.”
In 2018, social media platform Snapchat ran an advert created by a third party which was modelled after the game “Would You Rather.” Users were asked whether they would rather slap Rihanna or punch Chris Brown. While the incident occurred many years prior, in 2009, most haven’t forgotten about the domestic violence case between Rihanna and her then partner Chris Brown, and neither had she.
After an uproar across the social sphere, Snapchat was quick to pull the advert and issue an apology, however, the damage was already done. Issuing a statement on Instagram – Snapchat’s rival – Rihanna lambasted the platform, stating that it’s not about her own feelings, but those of the women, children and men who have fallen victim to domestic violence in the past.
Her sentiments rang true amongst her following, with company shares dropping almost 5% overnight, and reports indicating that Snapchat lost almost $800 million after the incident.
In today’s busy world, marketers need to take notes from the mistakes of others. From always proofing projects and campaigns to not falling out of touch with pressing issues and keeping abreast with current and past events will ensure they don’t become tone-deaf and apathetic.
According toTalkwalker, this can be achieved in seven steps:
There is an increasing need for more preparedness from brands today. Brands need to partner with the right agency to help you plan – from media training key spokespeople to the development of detailed issues and crisis frameworks coupled with in-depth escalation policies, social listening and an internal communications plan for our employees, our biggest advocates.
Need to ensure your brand doesn’t fall victim to any potential crisis or require help drafting a crisis plan? Send an email to info@eclipsecomms.com and one of our experts will be in touch.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Please provide us with your information and we will get back to you as soon as we can.
Please provide us with your information and we will get back to you as soon as we can.
Crisis avoidance and speed of response form the backbone of our crisis communications offering. Our decisive, experienced senior team ensure that a brand’s reputation is always protected.
Our digital media team creates out of the box, innovative strategies and plans, delivering on our clients’ objectives through personalised content and messaging, the right channel matrix, SEO and paid media plans that reach new audience and creating engagements that matter.
With media and influencers at the heart of our agency, we have built solid relationships that ensure our clients receive credible and targeted exposure, across print, online and broadcast media.
Our dedicated events team conceptualise and execute events of any scale. Eventing in the age of our new norm means that our experience ranges across physical, virtual and hybrid events.
Our team of ex-journalists, content creators and proofreaders are experts in creating and positioning the right content to the right audiences. Bolting on a team of creatives, we have the ability to create omni-channel, creative strategies to further this reach.
We develop and execute robust omni-channel communications strategies to drive credible conversations that resonate with desired target audiences across Arts & Entertainment, Consumer & Lifestyle and Corporate clients and industries.