Reaching the pot of gold at the end of the rainbow: PR edition

Looks like the leprechauns left Alpha a different kind of gift this year … a blog post on crisis management in public relations! It sounds like they know their audience.

We’ll discuss how companies can benefit from effective crisis management strategies when PR crises feel never-ending (like finding the end of a rainbow — do you know where we’re going with this?).

We all wish careers in PR involved only eye-catching campaigns and glamorous events, but there comes a time in every PR professional’s life when they have to handle a PR crisis — a public incident that threatens a company’s reputation or business. That’s when crisis management strategies become relevant.

These seven strategies (one for every color of the ROYGBIV spectrum) can help you reach a successful recovery at the end of the rainbow. To communications professionals, that achievement is worth a pot of gold.

If there is a better way to celebrate Saint Patrick’s Day than PR-style, we haven’t heard of it. Now before we get pinched for not having green in our branding guide, let’s dive right in.

1. Ask lots of questions when you find yourself in the RED zone

It is crucial to identify the root problem to stay on top of the crisis. Look no further than Pepsi, which missed the mark when responding to public outcry about its commercial with Kendall Jenner in 2017. The ad depicted Jenner attempting to ease tensions at a staged protest by giving a police officer a Pepsi. People interpreted this as downplaying and making a joke out of social justice movements. Sometimes a refreshing beverage does feel like it solves our problems, but Pepsi took that too far.

When confronted, Pepsi did not look at this commercial with critical eyes. It claimed the ad was about creating harmony between all people. By not asking enough questions and considering the perspectives of those who have faced police brutality, Pepsi dug itself into a deeper hole.

Pepsi eventually realized this mistake and opened its eyes to why this ad was tone-deaf. It took action to address its mistakes and pulled the ad. However, if Pepsi’s PR team took the time to get the complete story and listen to customer concerns from the start, this issue would not have escalated. Jenner could have phoned any student at the College of Journalism and Communications at UF, and we would have avoided this whole thing. Our PR department knows better (shameless self-promo, we know).

2. ORANGE you ready to get out of the danger zone? 

Actively find solutions immediately when a problem arises to minimize/stop the damage.

Toyota faced a PR catastrophe when acceleration and brake malfunctions led to millions of vehicle recalls in 2009 and 2010. When the U.S. press, government and lawyers accused the company of being “safety deaf,” Toyota’s PR professionals recognized this turn for the worse and organized themselves. They reapproached the situation, handling it with grace. 

Instead of doing the bare minimum, Toyota held itself responsible and continually gave status updates, impressing the public with press releases, listening sessions and financial compensation. If you thought Toyota would ghost its customers, you thought wrong.

Toyota then took proactive safety measures for future manufacturing, continued to investigate the vehicle wreck that spurred the recalls and strengthened its customer service — restoring customers’ trust in the company.

Due to the severity of the situation, this process took considerable time. No one can put an exact timeline on these processes. Toyota’s commitment to end the crisis eventually saved the day, but it is critical to spring to action the moment concerns arise.

3. Follow the YELLOW brick road to accountability

The key to accountability is keeping the public informed at every step. We saw a prime example of this from KFC in 2018.

When a restaurant called Kentucky Fried Chicken has no chicken, its loyal customers will not take that lightly. KFC learned this lesson firsthand when a combination of supply and delivery complications occurred. Employees had done everything they could, and the results still meant no chicken would be at their KFC locations. When all else fails, taking accountability and providing customers with sincere, apologetic updates is the best course of action.

KFC’s initial response explained how it would be unable to provide its chicken menu items at that time. KFC owners and executives closed or restricted the menu in many locations. The company could not leave it at that, however, because a solution was not on the way. Sending a second message to the public, it posted an image of a KFC chicken bucket that said “FCK” with a more serious message below to apologize for the limited menu. That is a Gen-Z PR move if we’ve ever heard one.

Not every PR crisis warrants humor, but KFC’s message balanced sincerity and comedy. This stirred public discussion of its cheekiness while assuming full responsibility for customers’ disappointment. To this day, KFC’s response shows up in web searches for best ads and crisis management. That is the type of impact we want to leave after a PR crisis.

4. When the problem subsides, you’ve got the GREEN light to discover how you should make reparations for any harm caused 

Putting customers first makes for a successful company with a positive reputation.

Treat every crisis with importance, even when it comes to a little boy’s lost stuffed animal. If anyone understands customer service to that standard of excellence, it is The Ritz-Carlton. 

In 2014, a child discovered he lost his favorite toy, Joshie the Giraffe, on a trip to Amelia Island, Florida. When the little boy’s father requested a picture of Joshie to show his worried son, The Ritz-Carlton employees went above and beyond in showing this giraffe what a stay at The Ritz should entail. 

Joshie had an adventure at the pool and beach, made some stuffed animal friends and even went to the spa, keeping the little boy's father in the loop until Joshie returned safe and sound. Not only was his missing toy recovered, but the stuffed giraffe had the hotel stay of a lifetime. The Ritz even sent the boy a binder filled with pictures from "Joshie's Journey” as a meaningful keepsake. 

Transforming this experience from devastating to exciting is what supreme customer service is all about. Despite not causing this “crisis,” Ritz-Carlton employees exercised creativity by turning it into a positive adventure.

5. You can apologize until you’re BLUE in the face, but that means nothing unless you act

It is essential to give final clarity on the situation with a game plan to move forward. A Carrefour supermarket became the location of a tragedy and an instance of discrimination when its white security guards wrongfully killed a Black man outside of a location in Brazil. No crisis management can excuse an incident like this or allow it to be forgotten. However, the company’s executives and employees should do everything in their power to ensure that an event of this nature doesn’t occur again.

Carrefour recognized the severity of this crisis. It stated that it would cut off all work with the security firm the workers came from, take legal action against the firm and permanently close that location of the store. Carrefour’s CEO publicly gave his condolences to the victim and trained all employees and future security firm contractors in tolerance and respect for diversity.

Seeing as many corporations neglect the well-being of customers when situations come up, it is vital to follow the example of companies like Carrefour in providing the best support possible.

6. Ensure that your employees are prepared to (INDI)GO ahead and make any changes regarding the crisis

The public and your customers will appreciate that they are treated as human beings, not just another gold coin in the pot. Your dedication to the plan of action you set out to do will prove this.

It is hard to forget the infamous Chipotle incidents starting in 2015. Its E. coli-contaminated food had the public in a frenzy (and still enters our brains when we order a burrito there — though if a college kid is craving Chipotle, there is not much you can do to stop them).

Company profits and shares dropped by large margins, and Chipotle closed 43 of its locations. The corporation had to pay massive fines, but it eventually recovered. How? The corporation took action with strategies like those you’re reading right now.

Instead of dismissing the incident, Chipotle executives accepted the consequences and learned their lesson. We’re talking food safety programs, full transparency and intense regulations of even the DNA of the produce ordered for the restaurants. Chipotle shifted its marketing focus from attracting customers with bargains to attracting them with fresh, unprocessed ingredients. Sales went back up, and the company began to reach new market highs in 2019.

A large-scale crisis suggests a lengthy road to recovery. Still, Chipotle stayed in business and is doing better than ever while simultaneously serving customers food they can trust. Thank goodness, because no other burritos hit like Chipotle’s do.

7. (VIO)LET overcoming a crisis inspire new, fun ways to entertain and show up for your customers 

At the end of the crisis (rainbow), you have the chance to excel moving forward and eventually reach the pot of gold. Crisis: over!

With these strategies in mind, you can feel prepared to take on the PR world. We are lucky to have the chance to better ourselves professionally simply through understanding the past triumphs and failures of others. Let these ideas sit with you this shamrock season, and have a happy Saint Patrick’s Day!