Helping clients navigate public relations, crisis communications, public affairs in healthcare. Former Edelman, CA Legislature comms dir. 13+ years experience in media relations, crisis comms, exec visibility, M/A comms.
It's never criticizing for the sake of kicking a company when they are down. But companies, leaders, and brands need to realize that you can 100% make a bad situation worse. A half-ass strategy or a rush to win back customers could mean you give out expired gift cards for $10 like Crowdstrike. An unpredictable emergency - the Crowdstrike crash - meant airlines scrambled as they canceled adjusted flights. The bad part is Delta was slower than its competitors and more impacted. More flights canceled (the last number I saw was around 8,000), more passengers stranded at airports, under investigation by U.S. DOT (hey, it's an election year) all while Ed Bastian is getting ready in Paris for the Olympics (to Delta's credit, they're an Olympic sponsor and Ed's trip planned months ago, if not longer). Optics matter for companies and brands in a crisis. Even when it has no impact on the situation, any perception or slight is grounds for more distrust and anger among customers or the public.
Crisis Communications | Reputation Management; Founder/CEO: Big Sky Crisis Communications; Managing Director/Northern California, Head of Crisis Communications: Perceptual Advisors
Boneheaded. Obtuse. Insensitive. Clueless. Out of touch. Insulting. Those are just a few ways to describe recent moves from two companies in crisis: Crowdstrike and Delta. In Crowdstrike’s case, they offfered $10 Uber Eats gift cards to companies impacted by the outage they caused. Not only is this insulting, sometimes the cards don’t even work. In Delta’s case, CEO Ed Bastian decided it was more important to fly to the Paris Olympics than stay home and deal with the massive travels delays its passengers are still experiencing. One of the most important rules of #crisisresponse is to avoid making the issue worse. Customers of Crowdstrike and Delta deserve better. Hat tip to Evan Harris for flagging the Crowdstrike fail.