Americans are extremely forgiving of mistakes.
If your crisis results from an isolated incident and you’re willing to do the right thing in response, you can actually strengthen your reputation.
Effective crisis communications reassures customers, investors and partners.
Being an effective storyteller in crisis requires you to demonstrate empathy and humanity. You need to show that your company will not tolerate lapses or mistakes. And you must stress your company’s absolute commitment to doing the right thing.
Displaying emotions can strengthen a company’s story in a crisis if they underscore the company’s frustration with the situation and commitment to making it right.
The key to success, however, is to make sure the story is complete. A storyteller must anticipate questions, provide solutions and demonstrate that the company has taken control of the situation to reassure both reporters and the public. But they must assert themselves to make sure their crisis does not spiral out of control.