Every brand will face a crisis at some point. It could be a product recall, a viral customer complaint, or damaging press coverage. What separates brands that survive from those that collapse is not the crisis itself but how they communicate during it. Unfortunately, many companies make the same avoidable mistakes that only make things worse.
In this post, we will break down the most common crisis communication missteps, explain why they damage trust, and share practical steps to avoid them.
1. Staying Silent Too Long
One of the biggest mistakes brands make is delaying their response. In the age of social media, waiting even a few hours can create the perception of indifference or negligence. Silence gives rumors room to grow and can erode credibility.
Example: When United Airlines delayed addressing its passenger removal incident in 2017, the lack of an immediate response caused outrage to snowball globally.
Pro Tip: Issue a holding statement quickly, even if all details are not available. Acknowledge the issue, show empathy, and promise updates. Speed signals responsibility.
2. Offering a Defensive or Blame-Shifting Response
Some brands try to protect themselves by downplaying the issue or shifting blame. This defensive tone often backfires, making the brand look arrogant or out of touch.
Example: BP’s response to the Deepwater Horizon oil spill was criticized as tone-deaf after an executive remarked, “I’d like my life back.” This further alienated the public.
Pro Tip: Take accountability. A sincere apology and clear plan of action go further than excuses. Research from the Harvard Business Review shows that brands that accept responsibility recover 40 percent faster from crises than those that deny or deflect.
3. Ignoring Social Media Backlash
Too many companies underestimate the power of social media during crises. Deleting comments, ignoring hashtags, or failing to respond can make the backlash worse.
Example: Pepsi’s controversial ad featuring Kendall Jenner in 2017 went viral for the wrong reasons. Instead of responding immediately on social media, the company stayed quiet for hours, fueling criticism.
Pro Tip: Monitor online sentiment in real time and engage with audiences respectfully. Even a short acknowledgment can prevent escalation.
4. Using Overly Polished Corporate Jargon
A crisis is not the time for robotic press releases filled with corporate language. People want authenticity, empathy, and human-centered messaging. Cold, scripted language creates distance when connection is needed most.
Pro Tip: Communicate in clear, compassionate, and relatable terms. A CEO speaking candidly in a video message often carries more weight than a lengthy press statement.
5. Failing to Follow Up After the Initial Response
Many brands issue one statement and then go silent, hoping the problem will fade away. But stakeholders want ongoing transparency. Without updates, audiences may assume the brand is hiding something.
Pro Tip: Share progress reports on corrective actions. Regular updates build trust and show that the brand is committed to meaningful solutions.
6. Not Having a Crisis Plan in Place
Perhaps the most damaging mistake is entering a crisis unprepared. Without a communication framework, responses become reactive, inconsistent, and chaotic.
Pro Tip: Every brand should have a documented crisis communication plan with designated spokespeople, clear escalation processes, and pre-drafted templates. Training teams through simulations can prevent costly missteps when a real crisis hits.
The Bottom Line: Mistakes Are Costly, But Avoidable
Crises do not destroy reputations. Poor crisis communication does. By avoiding silence, defensiveness, jargon, and unpreparedness, brands can not only survive challenges but emerge stronger.
As crisis communication expert Helio Fred Garcia once said, “In a crisis, people remember how you made them feel long after they forget the facts.”
Build Crisis-Ready Communication with SERAPH
At Seraph Public Relations and Media, we help brands prepare, respond, and rebuild with our proprietary SERAPH Model of Crisis Communication Writing. This framework ensures your brand responds with speed, empathy, responsibility, and precision, when it matters most.
Contact us today via info@sprm.ng to learn how to crisis-proof your communication strategy.
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