What It Is
Crisis Comms is what you do when the internet decides to hate you.
It’s less about defense, more about minimizing damage and rebuilding trust. Think scandals, pile-ons, or when your brand becomes the main character (not in a good way).
How It Works
First, own it. Then guide it.
In a crisis, people’s BS detectors are on high alert. Corporate speak and vague promises just fuel the fire. Genuine, transparent communication, even when the news isn’t great, builds more trust in the long run.
The 3AM Rule
If a problem can’t wait until 3 AM, respond within 3 hours.
- Acknowledge: “We’re investigating”
- Update: “Here’s what we know”
- Resolve: “Here’s how we’ll fix it”
It’s about action, not spin.
When Silence Works
The Streisand Effect: Trying to suppress a story often magnifies it.
Exception: Legal threats require “no comment” energy.
Examples That Click
Our Welfare Firm Win: During a PR storm, caseworkers and volunteers led the narrative shift. Public trust climbed because real people spoke, not execs.
Read the full story
Johnson & Johnson: Their Tylenol recall in the ’80s owned the crisis—open updates, pulled product. Trust stayed intact because they showed, not told.
Nike’s Comeback: After labor controversies, Nike shared factory worker stories and transparency reports. It didn’t fix everything, but it cooled critics.
Why It’s Cool
It turns fires into comebacks.
Fast, human responses beat vague PR-speak. Plus, it’s cheaper than ads—you don’t need ads when everybody’s eyes are already on you.
Just keep it real. Respect your audience’s BS detector.