A Good Example of Handling Bad Publicity
Lessons Learned From a Crisis Communications Success Story
In a previous post, we wrote about poor public relations crisis management, with lessons on what not to do from the Wells Fargo false account crisis of 2016. Other recent examples include: Mylan raising prices on EpiPen epinephrine auto-injectors, Samsung’s exploding phones, and the disastrous United Airlines incident that resulted in an injured passenger. Where, then, are the positive lessons on crisis communications?
Stopping Incidents Before They Start
Is it hard to think of positive examples? There’s one simple reason for that; successful crisis management means stopping crises before they get off the ground. Planning for the unforeseen may seem like an oxymoron. Yet companies and organizations must have a solid plan for when crisis strikes. Some even prepare a boilerplate library of language ahead of time for every conceivable crisis situation. Fortunately, most of this language may never be used, but time spent preparing is better than last-minute scrambling when the worst happens. Even if the situation has not been fully anticipated, having basic language ready to go can help.
The Cincinnati Zoo
The second-oldest zoo in the country, the Cincinnati Zoo & Botanical Garden, experienced a major crisis in May 2016 when a child climbed through a fence into the gorilla exhibit and the zoo’s Dangerous Animal Response Team was forced to kill a gorilla out of fear for the child’s safety.
We all remember the media storm that followed, but the zoo’s communications throughout this episode (through press releases and social media) were exemplary. From the first press release issued on the day of the incident to statements in the following days, communications were quickly disseminated to provide information and transparency. They struck the right balance of tone: sorrow for Harambe the gorilla, concern for the child involved, and level-headed defense of the zoo’s actions. Without being defensive, the zoo set the record straight that a tranquilizer takes several minutes to take effect and was not an option in a life-or-death situation. Critically, the zoo did not blame the child or parent involved, despite the social media outcry.
In subsequent releases, the zoo continued to maintain the same quality of response, with positive information on how concerned animal lovers could help wild gorillas, and stories detailing the zoo’s proactive compliance with the USDA on fencing surrounding the exhibit. This steady public relations response served as an excellent counterweight to the flurry of negativity and anger around the event and allowed the zoo to move forward after a tragic and upsetting incident.
Lessons Learned
This crisis offers excellent examples of how to react to a negative situation.
- Act quickly. Zoo communications reacted immediately and clearly to the incident.
- Be mindful of tone and authenticity. Zoo staff, dedicated to preserving the lives of endangered animals, were clearly devastated and let their sincere sorrow show through without being maudlin or angry.
- Keep your position consistent. At the same time, the zoo stood unwaveringly behind the actions of its staff.
- Do not place blame. The zoo refrained from blaming the child or parent involved, resisting the anger emanating from social media.
- Be ready immediately with a positive follow-up. In response to the outpouring of emotion over Harambe’s death, the zoo outlined actions that concerned animal lovers could take to make a positive difference.
Planning a communications strategy ahead of time, including your choice of language, can help you be prepared and level-headed when a crisis strikes. Most importantly, a solid plan means organizations can react quickly. But having a strategy in place doesn’t mean your communications will lack authenticity. On the contrary, a communications plan can give you some breathing room so your company’s authentic voice can shine through at crisis moments.
Have you considered what crises could impact your organization?