Crisis management and protecting your brand with PR during tough times is a must-have skill or any business owner. Imagine waking up to find your brand trending on social media—not because of a successful product launch or a brilliant marketing campaign, but due to a crisis. It could be a product recall, a data breach, or a public relations nightmare. In these critical moments, the actions you take in the first few hours can either fortify your brand’s reputation or lead to lasting damage. Effective crisis management isn’t just about extinguishing fires; it’s about creating a response strategy that transforms adversity into an opportunity to reaffirm your brand’s values and deepen your commitment to your customers.
Take, for instance, KFC’s infamous “FCK Bucket” incident in the UK. In February 2018, the fast-food giant faced a crisis when a supply chain issue left hundreds of its outlets without chicken—a catastrophe for a brand built on fried chicken. The public backlash was swift and severe, with disappointed customers taking to social media to vent their frustrations. However, KFC’s response was nothing short of brilliant. With humour and transparency, they acknowledged the mistake and issued an apology that not only diffused the situation but also strengthened their brand’s image.
Why does crisis management matter?
Mitigating damage
At its core, crisis management is about limiting the damage that a crisis can cause. A well-prepared crisis management plan enables swift and strategic responses, preventing a situation from escalating into a full-blown disaster. When KFC found itself without its signature product, the company didn’t try to deflect blame or downplay the issue. Instead, they quickly owned up to the mistake, issued public apologies, and even took out full-page ads in major newspapers with a cleverly rebranded bucket logo that read “FCK”—a humorous nod to the seriousness of the error that resonated well with their audience.
Preserving trust
In the heat of a crisis, trust is your most valuable asset. How you communicate with your customers, employees, and stakeholders can either maintain or erode that trust. KFC’s transparent and lighthearted approach was crucial in preserving its relationship with customers. By addressing the issue head-on and with a touch of humour, they managed to not only retain customer loyalty but also humanise the brand in a way that brought them closer to their audience.
Effective crisis management also has a profound impact internally. Employees who see their company handling a crisis with poise and clarity feel more secure and are likely to remain engaged and motivated. A well-executed plan reduces anxiety, fosters a sense of stability, and helps maintain morale, which is vital for productivity during turbulent times.
Setting your business apart
Companies that handle crises well often emerge with an enhanced reputation. They are seen as resilient, capable, and trustworthy—qualities that can set them apart from competitors. A key aspect of this is taking responsibility and accountability for the situation, which builds credibility and fosters customer trust. KFC’s response to its crisis turned a potentially devastating situation into a case study of effective crisis management. Their approach demonstrated not only a commitment to resolving the issue but also an ability to turn adversity into an opportunity for brand reinforcement.
Identifying risks
Developing a crisis management plan is not just about reacting to disasters; it’s about proactively identifying and mitigating risks before they become crises. By understanding potential vulnerabilities and planning accordingly, businesses can reduce their overall risk exposure and be better prepared to handle unforeseen events. A robust crisis management strategy involves regularly assessing potential threats and having protocols in place to address them swiftly and effectively.
Exploring the myth: Is there no such thing as bad PR?
The saying “there’s no such thing as bad PR” suggests that any publicity, even negative, is ultimately beneficial. However, KFC’s “FCK Bucket” incident provides a more nuanced perspective. While their witty and transparent response mitigated the damage, it doesn’t erase the fact that the initial crisis was a significant reputational threat. The way KFC turned the situation around underscores the importance of effective crisis management, but it also highlights that not all publicity is good publicity—especially if it’s not managed correctly.
The myBurgerLab crisis: When the burger got burned
For a contrasting example, consider the crisis faced by myBurgerLab, a beloved Malaysian burger chain. On July 6, 2020, myBurgerLab found itself in hot water (or hot oil perhaps) after sharing screenshots of a private conversation with a student who had criticised the brand. The post, which encouraged their fans to roast the student and included personal details, quickly ignited a firestorm of outrage. Although the incident brought the brand into the spotlight, it wasn’t the kind of attention they were hoping for. The backlash was swift, with many customers viewing the brand’s actions as spiteful and unprofessional.
This incident highlights that not all PR is good PR. Negative publicity, particularly from a perceived ethical lapse, can severely damage a brand’s reputation and erode customer trust. In myBurgerLab’s case, the crisis exposed a disconnect between the brand’s public image and its actions, leading to a loss of trust and a tarnished reputation.
Crisis management with PR is a lifeline every business needs
A well-managed crisis not only safeguards a brand’s reputation in the short term but also provides valuable lessons that can strengthen the business in the long run. Every crisis offers insights into what went wrong, how it could have been prevented, and what can be done better in the future. Companies that take the time to analyse their crisis management efforts, identifying both successes and areas for improvement, are better equipped to handle future challenges.
In a world where a single misstep can quickly snowball into a major crisis, having a solid crisis management plan isn’t just a good idea—it’s a necessity. Being prepared allows businesses to protect their brand, maintain trust, and even turn a crisis into a chance for growth and resilience.
Want to learn more about crisis management through PR? Drop us an email at hello(a)syncpr.co – we can help you manage powerful PR strategies.