Crisis Communications Roundup

10 Mar Crisis Communications Roundup

By Chad McLeod, APR, CPRC     

The ability to put a communications strategy in place that guides an organization through a crisis can be a tough job. Crisis communications done well, however, proves the value of public relations and shows the importance of having communications professionals at the table when deciding an organization’s strategy and response. Crises come in many forms, and in this post we’re looking at how three organizations have handled their recent crisis communications.

1. United Airlines CEO – Personal vs. Public Information
When United Airlines CEO Oscar Munoz was admitted to the hospital last week, company officials would not confirm or deny reports that he had a heart attack, only saying they would “continue to operate normally” and would “conclude the corporate governance process necessitated by” his hospitalization.

The health status of a public figure can be a tricky situation. On one hand, we’re talking about a person with a family, and there may be an expectation of privacy concerning medical details. It’s also hard to be vulnerable to the public in a situation like this. However, when an organization is vague or evasive, it allows people to make assumptions and fill in the gaps. For a leader at the top of a public company with shareholders and thousands of employees, such as United, being vague about a situation involving the CEO is risky. From a communications standpoint, organizations are almost always in a stronger position when they disclose information on their own terms.

2. Cheerios – Restoring Trust
General Mills found itself in a not-so-desirable situation earlier this month when it recalled 1.8 million boxes of Cheerios. A mistake in their processing facility allowed wheat flour to be used in cereals that were supposed to be gluten free.

In their response, General Mills took a proactive approach by posting a statement on their website and social media, including an apology explaining what caused the mistake and how they plan to avoid repeat incidents. Understandably, hundreds of upset customers posted comments on Cheerios’ Facebook page – many promising to never buy General Mills products again. The communications team behind the Cheerios brand, however, has maintained a swift and constant presence on social media, responding to every comment and including a phone number for consumers to call if they experienced a health incident after eating Cheerios. By taking full ownership of the mistake and proactively engaging with customers, General Mills has taken the right steps to help contain the damage and preserve the long-term reputation of its brand.

3. Volkswagen – Deception and Dishonesty
Speaking of the long-term reputation of a brand, Volkswagen has a long road ahead. What a mess. When a company intentionally misleads and deceives, as Volkswagen did by using illegal software to manipulate emissions tests on diesel vehicles, it creates a trust issue that can tarnish a brand for years. For VW, this is a bad situation. The CEO has resigned. Their stock price fell by nearly 40 percent. Investigations and lawsuits are coming from every angle.

Top officials are struggling to explain why this happened. It appears there was a culture within the organization that accepted – and possibly encouraged – cheating and deception. If that’s the case, then the identity of VW has been exposed. This is not a case where the company can simply apologize and move on. VW and its communicators have the challenge of convincing customers and other stakeholders that they will make this right, change the culture and the processes within the organization, and eventually restore its position as one of the world’s leading automakers.

Chad McLeod, APR, CPRC, is the principal of McLeod Communications, a public relations and communications consulting firm in Tampa Bay, Florida. Follow him on Twitter:@chadmcleod.