Managing a crisis goes beyond just reacting; it involves thoughtful communication to protect your organization’s
reputation and maintain trust. As the saying goes, “Prevention is better than cure.” Let’s explore five essential factors
for evaluating your communication during a crisis:
- Trustworthiness: Building trust takes time, especially in vital sectors like public services. A crisis can actually
show your dedication to stakeholders. Present yourself as reliable and committed to their well-being. - Responsiveness: When responding, a sincere apology is crucial. Express genuine regret and take concrete
steps to fix the issue swiftly. This approach can calm anger and doubt. - Moral Values: Address moral concerns with ethical responses, especially for environmental issues. GoI
beyond technical details and engage from a values perspective. This creates a connection beyond facts. - Shared Involvement: Involving affected stakeholders, from employees to environmental groups, enhances
credibility. Sharing control during a crisis fosters community relations and informed decisions. - Fairness: Balancing benefits and risks prevents discontent. Empower stakeholders to assess risks and find
solutions. Fair compensation, negotiated collaboratively, is essential.
In the 1982 Tylenol crisis, Johnson & Johnson exemplified these principles:
- Trust: Their strong safety reputation was reinforced when they recalled products quickly.
- Responsiveness: Immediate actions were taken to protect consumers and communicate risks.
- Moral Values: Prioritizing safety over profits displayed ethical commitment.
- Shared Involvement: Collaboration with authorities emphasized shared responsibility.
- Fairness: All products were recalled equally, showcasing dedication to consumer well-being.
The outcome was a restored reputation and enhanced trust. This crisis example highlights how ethical responses can
lessen crisis impact and strengthen stakeholder bonds.