When you’re in damage control mode, it’s easy to become distracted by the nitty gritty — facts and figures. However, during a PR storm, empathy is a key part many companies miss.
As businesses, we often forget that behind every tweet, email, or public statement, there are real people with genuine concerns. Recognizing and addressing these emotional nuances can be the difference between a crisis that spirals out of control and one that’s managed effectively.
The Importance of Empathy in Crisis Communication
Building Genuine Connections: Empathy is not a tactic — it’s a genuine approach to communication. When people feel understood, they’re more likely to trust the source of information. It’s not just about saying the right things but understanding the emotions behind stakeholder reactions.
Enhancing Reputation: When stakeholders feel that a company genuinely cares about their concerns, it can have long-term positive effects on its reputation.
Reducing Panic: Emotionally-charged situations can lead to panic, exacerbating a crisis. By showing stakeholders that their feelings and concerns are understood, it can help reduce the spread of panic and promote a more reasoned response.
Practical Tips to Connect Genuinely with Stakeholders
Open Dialogue Channels: Encourage stakeholders to share their feelings and concerns. This two-way communication can provide valuable insights and make stakeholders feel heard.
Listen Actively: Before formulating a response, truly listen to what stakeholders are saying. Understand their fears, frustrations, and needs.
Personalize Communications: Avoid generic statements. Personalize messages to address specific concerns, showcasing that you’ve taken the time to understand.
Stay Consistent: Empathy mustn’t be just a one-time approach during a crisis; otherwise, it’ll seem disingenuous. Consistently practice it in all communications, building trust over time.
Case Studies: The Success of Empathy-driven Communication
Johnson & Johnson’s response to the Tylenol Crisis: In 1982, after reports of cyanide-laced Tylenol capsules, Johnson & Johnson swiftly pulled 31 million bottles off the shelves. Their immediate and compassionate response, coupled with transparent communication about preventive measures, is considered the long-running gold standard in crisis management.
Starbucks’ handling of the racial bias incident: After the wrongful arrest of two Black men in a Philadelphia location in 2018, Starbucks closed over 8,000 U.S. stores for racial bias education. Their empathetic communication and genuine commitment to change resonated with stakeholders.
Nike’s response to the COVID-19 pandemic: In 2020, Nike closed all of its stores worldwide in response to the COVID-19 pandemic. The company also donated $140 million to support its employees and communities during the crisis. Nike’s response was praised by many for its commitment to its employees and its social responsibility.
Netflix’s response to the Dave Chappelle special controversy: In 2021, Netflix released a comedy special by Dave Chappelle that was criticized by some for its transphobic content. Netflix CEO Ted Sarandos initially defended the special but later apologized for how the situation was handled. Netflix also offered to create a special for transgender comics in response to the controversy. Netflix’s response was praised for its willingness to listen to feedback and take action.
Disney’s response to the “Don’t Say Gay” bill in Florida: In 2022, Florida passed a bill prohibiting teaching about sexual orientation and gender identity in kindergarten through 3rd grade. Disney CEO Bob Chapek was initially criticized for his response to the bill, but he later came out against it and vowed to donate $5 million to LGBTQ+ organizations in Florida. Disney’s response was praised for its commitment to diversity and inclusion.
It’s important to note that there’s no one-size-fits-all approach during crisis management. The best response will vary depending on your specific situation. However, by following the general principles outlined above, companies can increase their chances of handling a crisis effectively and minimizing reputational damage.
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