The four As of crisis communication

27/04/2021 17:33:11

No company is immune to making ‘gaffes’. What’s important is how we handle crises. In the PR world, we recommend following the four As of crisis communication: Admit, Apologise, Action, and Amend. These steps are essential for maintaining trust and credibility with your audience, even in the face of mistakes or setbacks.

1. Admit it

We’re all human. The best thing to do is be transparent about it, rather than trying to brush your transgression under the carpet. Just as you should respond to a bad review, you should let your customers know you’re listening. Admitting a mistake openly shows that your organisation values honesty and is committed to maintaining an open dialogue with its stakeholders. This first step is crucial because it sets the tone for how the rest of the crisis management will unfold. Transparency can often disarm critics and show that you respect your audience enough to be upfront with them.

2. Apologise

It’s one thing to acknowledge a mistake; it’s another to apologise. A genuine apology can go a long way in mending relationships and restoring trust. It’s important that the apology is sincere and empathetic, recognising the impact the mistake has had on those affected. Whatever you do, take action – the next of our 4 As.

An apology without subsequent actions can come off as insincere and might even exacerbate the situation. Ensure that the apology is communicated clearly and reaches all the relevant parties. This step is about showing humility and understanding the gravity of the situation from the perspective of those affected.

3. Action

While an apology is the first step, you also need to take action to mitigate the impact of the mistake and assure your audience it won’t happen again. Actions speak louder than words, and it’s through tangible measures that you demonstrate your commitment to rectifying the issue. This could involve compensating those affected, implementing new policies to prevent recurrence, or making visible changes within the organisation. The key is to show that you’re not just sorry, but you’re also committed to making things right. This step helps in rebuilding trust and showcases your dedication to continuous improvement.

4. Amend

Once you’ve mitigated the damage, there are steps you can take to get the public back on-side. One classic example is a client, who came under fire after a half-eaten KitKat accidentally made its way into a customer’s order. After apologising, the company took it on the chin and sent out free KitKats with every order for a week after the incident.

They didn’t try to hide from it – they owned up and even managed to add a touch of humour. When appropriate, this can actually reverse fortunes for your business! Amending goes beyond just fixing the immediate issue; it’s about rebuilding and enhancing your relationship with your audience. By taking steps to turn a negative into a positive, you can not only regain trust but also potentially strengthen your bond with your customers.

Above all, remember that the general public is fickle, and they’re human, too. Don’t try to hide your mistakes – take responsibility and use them to be better next time. Your customers will thank you. Embracing the four As can transform a crisis into an opportunity for growth and improvement. By admitting, apologising, taking action, and amending, you can navigate crises more effectively and maintain a positive relationship with your audience. Transparency, humility, and proactive measures are key components in turning challenges into success stories.

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