Blog: Why do so many companies fail the pub test in a crisis?

Sorry seems to be the hardest word (with apologies to Elton). Just ask the multitude of big companies who, in a crisis, think apologising to their customers exposes them to a litany of law suits (spoiler alert – it doesn’t).

Instead these companies invent a million ways to PR-splain to their customers, shareholders, suppliers and other stakeholders including media that they’re managing the situation and there’s nothing to worry about or they'll have it fixed in a jiffy. Or worse, they start reciting their customer creed that they ‘live to provide the best possible customer service’ and ‘???’, as if platitudes are what their customers want to hear when their internet is down or they can’t transfer money out of their bank account.

We often review with clients what messages they should be providing their customers in times of trouble. And we imagine what would happen if the CEO walked into a pub/bar full of angry customers and started using those messages. Would they make it out alive?

Which brings us to the humble apology. It doesn’t forgive all sins, but it’s a very good start on the road to redemption, which is exactly what you will be traversing to make it up to your customers. I recall the CEO of BP after the 2010 Gulf of Mexico oil spill finally saying ‘Sorry’, although he spoiled the apology somewhat by then saying ‘Nobody wants this over more than me … I’d like my life back’, which didn’t go down too well with the families of the oil platform workers who died in the explosion.

Equally important in a crisis is to have a solution or at least explain the path you’re planning to take to reach that solution.

And to companies and their legal teams who would baulk at saying sorry for fear of being sued: there’s no point winning in court if you’ve already lost the court of public opinion.

Or as Berkshire Hathway explained, company reputations can be built over many years and destroyed in a day.

Crisis communications is about being open, honest and transparent, or in a more simple and crude form: stuff-up equals sorry plus solution. Don’t talk down to your customers, and certainly never ignore them. Explain what went wrong and what you’re doing to fix it. Keep it simple - pretend you’re apologising to a mate in the pub after spilling their drink … “Sorry mate, entirely my fault. I’ll clean it up and buy you another drink.” Then you’ll at least pass the pub test.
 

Mark Williams

Hughes | Consultant