Navigating PR & Crisis Communications
In today’s fast-paced digital landscape, public relations (PR) and crisis communications are more critical than ever. A well-managed crisis can save a company’s reputation, while a poorly handled one can cause irreparable damage. Here, we explore two quirky crisis responses and two serious ones, highlighting key lessons along the way.
Understanding Crisis Communication Strategies
There are many ways organisations can handle a crisis. They include:
Apologia Theory: This involves an organisation making a formal defense or apology in response to a crisis. It can take various forms, such as full apology, denial, or justification.
Mortification: A sincere, straightforward apology, acknowledging responsibility and seeking forgiveness.
Corrective Action: Focusing on how the organisation is addressing and fixing the problem to ensure it doesn’t happen again.
Denial: In some cases, organisations may completely deny involvement in an incident if the claims are false or misleading.
Humour & Deflection: When appropriate, companies may use humor to downplay a situation and maintain goodwill.
KFC’s “FCK” Response to a Chicken Shortage (2018) – Humour Done Right
What Happened?
When KFC faced a major supply chain disruption in the UK, leading to a shortage of chicken at many of their locations, customers were understandably frustrated and outraged. The fast-food chain's failure to deliver on its signature menu item caused a significant amount of backlash on social media, with people voicing their disappointment over the situation. Instead of opting for a conventional corporate apology, KFC chose to take a bold and creative approach that caught the attention of the public. They released an ad that featured an empty KFC bucket with the iconic letters rearranged to spell "FCK" in a cheeky and humorous way. This clever move managed to turn a potentially embarrassing situation into an opportunity to connect with customers in a lighthearted manner. The ad, which combined humour with an acknowledgment of the mistake, was well-received and praised by both critics and consumers for its authenticity and wit. Rather than offering a typical, formal apology, KFC’s response was a masterclass in brand communication, proving that humour and transparency can often be more effective than a straightforward apology. The campaign became a viral success, with many lauding KFC for its ability to handle the crisis with such creativity and charm.
Strategy Used: Humour & Mortification
Acknowledging the mistake in a humorous, light-hearted way.
Using a creative and humorous apology to defuse the tension while maintaining brand personality.
Emphasising accountability with humour rather than a formal apology.
Starbucks’ Racial Bias Training Response (2018) – Taking Action Quickly
What Happened?
In 2018, Starbucks faced intense backlash after two Black men were unjustly arrested at a Philadelphia store for sitting without making a purchase. The incident sparked nationwide outrage, with protests and widespread criticism on social media, as many accused the company of racial discrimination. Recognising the severity of the situation, then-CEO Kevin Johnson issued a public apology, calling the arrests "reprehensible" and vowing to take immediate corrective action.
To address the crisis, Starbucks took the unprecedented step of closing over 8,000 stores across the U.S. for a full afternoon to conduct racial-bias training for employees. This initiative aimed to educate staff on discrimination and foster a more inclusive environment for customers. While some viewed the move as a positive step toward corporate accountability, others felt it was more symbolic than substantive. Nonetheless, Starbucks’ swift response and commitment to addressing racial bias helped the company navigate the crisis and begin rebuilding public trust.
Strategy Used: Mortification & Corrective Action
Publicly apologising and taking full responsibility.
Closing 8,000 stores for a day to conduct racial bias training for employees.
Implementing long-term policy changes to prevent future incidents.
BP’s Deepwater Horizon Oil Spill (2010) – A PR Disaster
What Happened?
The 2010 Deepwater Horizon explosion resulted in one of the worst environmental disasters in history, with millions of barrels of oil spilling into the Gulf of Mexico. BP’s response was heavily criticized for underestimating the scale of the disaster and failing to contain the spill quickly. The company’s communication was seen as evasive, and its lack of transparency only deepened public distrust. CEO Tony Hayward’s infamous remark, “I want my life back,” was widely condemned as insensitive, further damaging BP’s reputation.
Beyond communication failures, BP faced scrutiny over its safety practices and cost-cutting measures, which were blamed for contributing to the disaster. The claims process for affected individuals and businesses was also criticized for inefficiency and delays. Ultimately, BP’s crisis management was viewed as inadequate and poorly executed, with a failure to demonstrate accountability and urgency. The disaster led to billions in fines, environmental devastation, and a long-term hit to BP’s credibility.
Strategy Used: Poor Crisis Management & Lack of Mortification
Downplaying the severity of the spill initially.
CEO Tony Hayward’s infamous comment, “I’d like my life back,” which appeared insensitive.
A slow and uncoordinated response.
Volkswagen Emissions Scandal (2015) – A PR Nightmare
What Happened?
The 2015 Volkswagen emissions scandal exposed a major corporate deception when it was revealed that the company had installed software in millions of diesel vehicles to cheat emissions tests. Initially, Volkswagen denied any wrongdoing, but as regulatory investigations intensified, it was forced to admit its role in the scheme. The company’s response was slow and defensive, with attempts to downplay the severity of the issue rather than taking immediate responsibility. This hesitation fueled public outrage, leading to widespread criticism that Volkswagen lacked transparency and remorse in the early stages of the crisis.
The fallout was severe, resulting in over $30 billion in fines, lawsuits, and vehicle recalls. Volkswagen’s reputation suffered greatly, especially among environmentally conscious consumers who felt misled by its "clean diesel" claims. The crisis led to leadership changes, stricter industry regulations, and a forced shift toward electric mobility. The scandal remains a key example of how failing to act swiftly and transparently in a crisis can escalate damage, while demonstrating accountability and decisive action is crucial in rebuilding trust.
Strategy Used: Denial & Defensive Tactics
Initial denial and attempts to downplay the scandal.
CEO’s delayed apology and lack of transparency.
Failure to act swiftly or demonstrate full accountability at first.
Final Thoughts
Crisis communication is unavoidable in business, but how a company responds defines its long-term reputation. The best strategies focus on swift, transparent communication, showing empathy and responsibility, and taking decisive action to resolve the issue and prevent future crises. Handling challenges with integrity and accountability not only mitigates damage but can also strengthen trust and credibility.
Tactics should involve:
Immediate and transparent communication
Empathy and responsibility
Decisive action and continuous improvement
