From the course: Create Inclusive Content: Identifying and Preventing Racism in Your Marketing
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Plan and prepare for the crisis
From the course: Create Inclusive Content: Identifying and Preventing Racism in Your Marketing
Plan and prepare for the crisis
- When I was working on one particular crisis, I remember an internal corporate communications meeting where leaders said very loudly and clearly, "In times of crisis, it's best not to do or say anything. All of this stuff blows over. People move on to the next thing. So, we do nothing." At the time, this was contrary to the advice a global communications firm had given. They advised the team to get ahead of the story, apologize to consumers and key stakeholders, own the harm they had caused, and come up with a five point plan on what they'd do differently moving forward. Leadership refused. They were absolutely unprepared for the consumer backlash and the crisis that ensued. Unfortunately, too many leaders continue to operate with this outdated mindset that no longer serves their company well. They ignore the problem and think it will just go away. In this digital age, consumers have a larger microphone than ever before. The stakes are high for brands to take a stand when injustice…
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