In the realm of public relations and brand management, crisis communication plays a critical role. A well-handled crisis can significantly mitigate damage to a brand’s reputation, while a poorly managed one can amplify the negative impact. This post will explore some notable crisis communication examples from well-known brands in recent years, highlighting both effective and…let’s just say “not so effective” approaches.

1. A Lack of Communication: Facebook (Cambridge Analytica Scandal, 2018)

Situation: Facebook was embroiled in a scandal when it was revealed that Cambridge Analytica had improperly accessed the data of millions of users.

Response: CEO Mark Zuckerberg’s response came five days later: “We have a responsibility to protect your data, and if we can’t then we don’t deserve to serve you.” This delay in response was widely criticized for its lack of immediacy and transparency.

Outcome: Facebook’s reputation suffered, highlighting how slow response and defensive posture in crisis communication can lead to a loss of public trust.

2. Failing To Address Emotion: Boeing (737 MAX, 2019)

Situation: Boeing faced a crisis following two fatal crashes of its 737 MAX aircraft within five months.

Response: Boeing’s CEO Dennis Muilenburg said, “Safety is at the core of who we are at Boeing,” but the response was criticized for its lack of empathy and defensiveness.

Outcome: The company’s reputation and financial standing took a significant hit, underscoring the importance of empathetic and transparent communication in crisis situations.

In these cases, we think it’s safe to say the brands involved misjudged something about the expectations of their audiences. Now that we’ve looked at a couple of crisis communication examples that were less-than effective, let’s look at a couple that worked.

3. Effective Use of Humor: KFC (Chicken Shortage, 2018)

Situation: KFC UK faced a logistical crisis leading to a chicken shortage in many of its outlets.

Response: KFC’s ad in The Sun newspaper read, “FCK. We’re sorry.” This witty, self-deprecating approach was well-received for its creativity and honesty.

Outcome: KFC managed to turn a potential PR disaster into a positive display of brand personality, showing that creativity and humility can be effective in crisis management.

5. Walking Your Talk: Starbucks (Philadelphia Incident, 2018)

Situation: Starbucks was at the center of a racial bias scandal when two African American men were arrested at a Philadelphia store.

Response: CEO Kevin Johnson stated, “Starbucks stands firmly against discrimination or racial profiling.” He announced the closure of over 8,000 stores for racial-bias training, demonstrating a strong commitment to rectifying the issue.

Outcome: Starbucks’ decisive action and commitment to addressing the problem head-on were positively received, showcasing effective crisis management through sincere and actionable responses.

Each of these crisis communication examples demonstrates the power and impact of a brand’s response to challenging situations. Whether it’s the the creativity of KFC, or the sincerity of Starbucks, effective crisis communication can significantly influence public perception and brand trust. Conversely, as seen in the cases of Facebook and Boeing, delayed response to a massive public issue, or overly defensive responses to an emotional situation, can exacerbate crises. While there’s no one-size-fits all approach to crisis communications, learning from examples like these is one way to set your own brand up for success.

The BCM Blogging Team