You know how important it is to be prepared for anything in business. Unexpected crises can strike at any time, and if you’re not ready, they can seriously damage your company’s reputation and bottom line. That’s why having a solid crisis communication plan is crucial.
A crisis communication plan is a detailed strategy that outlines how your business will communicate with stakeholders (like customers, employees, and the media) during a crisis situation. It helps you respond quickly and effectively, minimizing the negative impact on your brand.
Crisis Communication Plan Examples
Below are some top crisis communication plan examples that can inspire and guide you in creating your own plan. By learning from their experiences, you can better prepare your business for potential challenges and safeguard your reputation.
1. Johnson & Johnson
You’ve probably heard of the major crisis Johnson & Johnson faced in 1982 with the Tylenol poisoning tragedy. Seven people in Chicago died after taking cyanide-laced Tylenol capsules.
When the news broke, Johnson & Johnson immediately recalled over 31 million bottles of Tylenol from stores across America at a cost of over $100 million. They didn’t try to downplay the situation or make excuses. Instead, they put the safety of consumers first.
Johnson & Johnson’s CEO went on national TV to warn people not to consume any Tylenol products until the crisis was resolved. The company also set up a toll-free hotline to answer questions from concerned customers.
Throughout the crisis, Johnson & Johnson was open, honest, and prioritized public safety over profits. Their compassionate response helped regain consumer trust and re-established Tylenol as a leading brand.
The key lessons? Act swiftly, show you care about your customers, and never try to cover things up or mislead the public during a crisis.
2. Southwest Airlines
Remember the holiday travel chaos Southwest Airlines faced in late 2022? A winter storm led to the cancellation of over 16,700 flights between December 21st and 29th, disrupting travel plans for millions.
As the crisis unfolded, Southwest frequently updated customers through its website and social media channels like Twitter. They acknowledged the situation and apologized for the disruptions.
The airline’s CEO, Bob Jordan, also gave interviews to major media outlets, taking full responsibility. He expressed empathy for affected customers and committed to processing refunds and reimbursements quickly.
Southwest set up special phone lines and web pages to handle customer queries and complaints related to the crisis. They also offered gestures of goodwill like refunds and future travel credits to those impacted.
While the crisis response had some shortcomings initially, Southwest’s transparency, accountability, and customer-focused actions helped regain trust over time.
The key takeaway? Respond promptly, show empathy, and make amends through tangible actions during a crisis.
3. Starbucks
You may recall the 2018 incident at a Starbucks in Philadelphia where two Black men were arrested for simply sitting in the store without ordering anything. The incident sparked protests and allegations of racial profiling against the company.
Starbucks moved quickly to address the crisis head-on. The company’s CEO Kevin Johnson personally apologized to the two men within 24 hours of the incident. He called the situation “reprehensible” and took full responsibility.
Starbucks announced it would close all 8,000+ company-owned stores for an afternoon to provide racial bias training to 175,000 employees. This move, while costly, demonstrated Starbucks’ commitment to making real changes.
The company also reached out to community leaders and experts to review its policies. Starbucks eventually changed its policies to allow anyone to use its cafes and restrooms without making a purchase.
By taking decisive action, showing accountability, and implementing substantive changes, Starbucks helped regain public trust after the incident.
The key lessons? Respond swiftly, make a sincere apology, and take concrete corrective actions.
4. Samsung
Remember when Samsung had to recall millions of Galaxy Note 7 smartphones in 2016 because their batteries were catching fire and exploding? It was a massive crisis that put customer safety at risk.
Samsung didn’t try to downplay or hide the issue. Instead, they quickly issued a global recall and created a website and call center dedicated to addressing customer concerns about the recall process.
The company’s leaders, including the CEO, held regular press conferences to provide updates and publicly apologize. They used straightforward language to explain the problems and what Samsung was doing to fix them.
Samsung worked closely with government agencies like the U.S. Consumer Product Safety Commission to coordinate the recall efforts. They used social media, emails, text messages, and their website to directly communicate with customers.
The company eventually had to kill off the Galaxy Note 7 entirely. But their transparent crisis response, putting customer safety first, helped regain trust over time.
The key lessons? Be upfront about issues, use multiple channels to communicate, and work with relevant authorities. Prioritizing customer safety and clear accountability can help recover from even a major product crisis.
5. Chipotle
You probably remember when Chipotle dealt with multiple foodborne illness outbreaks linked to their restaurants in 2015. Incidents of E. coli, Salmonella, and Norovirus sickened hundreds of customers across several states.
Chipotle’s initial response was criticized as too slow and insufficient. But they quickly course-corrected with a comprehensive strategy.
The company took out full-page ads in major newspapers to apologize to customers. Chipotle’s CEO went on national TV shows like the Today Show to publicly address the crisis head-on.
They launched a dedicated website to provide regular updates and details on the company’s enhanced food safety practices. Chipotle also temporarily closed restaurants for foodborne illness training.
On social media, Chipotle responded to individual customers, addressing their concerns transparently. The company offered free food to win back trust.
While the crisis significantly impacted sales, Chipotle’s multi-pronged communication efforts eventually helped turn things around by rebuilding confidence in its brand.
The lessons? Acknowledge mistakes upfront, use advertising and media to get your message out, and take action to fix issues – don’t just talk.
6. Wells Fargo
You’ve likely heard about the fake accounts scandal that rocked Wells Fargo a few years ago. Employees opened millions of unauthorized bank accounts and credit cards without customers’ consent to meet aggressive sales goals.
When the scandal first broke in 2016, Wells Fargo was criticized for its muted response and failure to accept full accountability. But the company eventually course-corrected its approach.
The CEO at the time, John Stumpf, was forced to resign and forfeit $41 million in compensation. His successor, Tim Sloan, launched the “Re-Established Trust” campaign to rebuild confidence.
Wells Fargo took out full-page newspaper ads apologizing to customers and outlining steps to fix the issues. The company sent millions of emails and letters directly to customers detailing the situation.
On TV, radio, and digital ads, Wells Fargo highlighted its renewed commitment to ethics and customer service. It also brought in third-party consultants to overhaul its sales practices.
Best Practices for Corporate Crisis Communication Plans
First, establish a dedicated crisis communication team within your company. This group should be trained and prepared to spring into action when a crisis hits. Assign clear roles and responsibilities so everyone knows their part.
Next, identify potential crisis scenarios that could impact your business. Make a list of everything from natural disasters to data breaches to product recalls. Then, develop holding statements and key messages for each situation so you’re not scrambling when an actual crisis occurs.
Have a comprehensive crisis communication strategy and messaging framework ready to go. Determine which stakeholders need to be informed, the channels you’ll use to reach them, and the overall tone you want to convey.
Don’t rely on just one communication method during a crisis. Utilize multiple channels like email, social media, press releases, and your website to maximize your reach and transparency.
As the crisis unfolds, continuously monitor feedback and concerns from stakeholders. Be prepared to promptly address any questions or issues that arise through your crisis response efforts.
Finally, your crisis plan is not a static document. Review and update it regularly based on learnings from real crisis situations or practice drills within your organization.
Making Your Plan Easily Understandable
Use plain language that avoids jargon or overly complex terms. Write your plan in a straightforward, conversational style that anyone can grasp quickly.
Whenever possible, provide concrete examples to illustrate key points instead of just listing vague instructions. Real-world scenarios can bring your plan to life.
Consider translating your crisis communication plan into multiple languages if you have a diverse workforce or customer base. Removing language barriers ensures your messaging reaches everyone.
Use visual aids like diagrams, flowcharts, or checklists to convey information concisely. Sometimes a picture really can say more than a thousand words.
Finally, don’t make assumptions that stakeholders understand acronyms or abbreviations used within your industry or company. Always spell things out completely.
Don’t Wait – Prepare Your Crisis Plan Today
As you can see, business crisis plans are essential for any business. The crisis communication plan examples we covered demonstrate how proper preparation and swift, transparent action can help you navigate even the stormiest situations.
However, creating an effective plan takes work. If you don’t have the time or expertise to develop a comprehensive strategy, consider enlisting professional help.
eReleases specializes in crisis communications and can guide you through the entire process. Don’t leave your company’s reputation vulnerable. Reach out to us today to learn more about our crisis communication services.