A brand’s reputation can change in an instant. With consumers becoming more aware of the way a business handles crises, it’s now a crucial part of overall strategy. This year, several well-known UK and global brands faced serious challenges. However, through smart and thoughtful crisis communication, they managed to turn these situations around and come out stronger.
In this blog, we take a closer look at ten crisis communication campaigns that made headlines across the UK. We’ll explore the problems these brands encountered and the strategic actions that helped them recover.
Crisis communication is complex and requires more than just a one-off statement. The most effective campaigns are those that keep all stakeholders—customers, employees, regulators—informed throughout the process. Crises rarely have quick fixes, so having a well-planned communication strategy is essential to manage the situation effectively.
Getting the tone right is equally important. A response that feels too robotic can alienate your audience, while a casual approach in a serious situation can backfire, leading to consumer backlash and potential boycotts.
Take transparency, for example. When water companies in the UK were criticised for underreporting sewage discharges, a more transparent approach could have helped maintain some level of public trust.
Similarly, swift action is vital. Delays in addressing the water crisis and the slow responses from companies only made things worse. Immediate, visible efforts to resolve the issue could have reduced the damage.
Engaging all relevant stakeholders is another critical aspect. In the water crisis, poor communication with the public, regulators, and government officials exacerbated the situation. Proactive engagement might have paved the way for more effective, collaborative solutions.
Lululemon’s Inclusivity Backlash
Lululemon faced significant backlash after a social media post was perceived as excluding certain body types, leading to accusations of insensitivity and a lack of inclusivity. The brand quickly took action to address the controversy and reinforce its commitment to diversity and inclusion.
To recover from the controversy, Lululemon issued a prompt public apology and launched a comprehensive inclusivity campaign. This campaign was not just about damage control but involved significant steps to demonstrate genuine commitment to inclusivity. The brand featured diverse body types in its advertising and marketing materials, illustrating the inclusivity of their product range. Lululemon also produced a series of interviews with real customers, highlighting their stories and experiences. These interviews were widely shared across social media platforms, helping to humanise the brand and engage with a broader audience.
Moreover, Lululemon made internal changes to align with its public messaging. The company introduced more diverse products, such as hijabs, which were prominently displayed in stores to better serve underrepresented communities. They also placed a renewed emphasis on cultural competence and diversity training within the workforce, ensuring that inclusivity was embedded not just in its marketing but in its corporate culture as well.
UK Water Industry Sewage Scandal
Thames Water recently faced intense scrutiny after a dramatic increase in sewage spills into London’s rivers, with incidents rising five-fold compared to the previous year. The public outcry, amplified by the Mayor of London’s demand for immediate action, highlighted decades of underinvestment in infrastructure. Thames Water was pressured to address its poor environmental performance and take significant steps to restore public trust. However, the scale of the issue means that recovery will be slow, as the company works to overhaul its operations and improve its environmental impact.
Microsoft Outage
This year, Microsoft ran into some trouble with the biggest IT outage ever! Microsoft’s massive IT outage impacted brands across various sectors globally, testing its crisis communication strategies. Responses varied, revealing how well—or poorly—prepared teams were to handle the unexpected.
An Australian news outlet attempted a light-hearted approach, making a joke about its social media team being affected by the outage. However, the humour missed the mark, coming across as insensitive given the scale of the disruption.
In contrast, Manchester United took a more measured approach. They used X to inform followers that ticket sales would be delayed due to the outage. By maintaining a straightforward, empathetic tone, they managed to keep their audience informed and maintain trust.
These examples highlight the importance of balancing the tone in crisis communication. A response that’s too robotic can feel detached, while a tone that’s too jovial can trivialise the situation.
Boohoo’s Supply Chain Controversy
Boohoo came under fire after reports exposed poor working conditions in its supply chain, severely damaging the brand’s reputation. In response, Boohoo launched an independent investigation into the allegations and committed to overhauling its supply chain practices. The company communicated these changes transparently through detailed public reports and media interviews, which played a crucial role in beginning to restore trust in the brand. The swift action and openness in addressing the issues were key to managing the crisis effectively.
Ryanair’s Passenger Outrage
Ryanair was in the hot seat when the airline cancelled thousands of flights due to a staffing issue. This led to widespread customer frustration and a flood of complaints on social media. The airline’s response, led by CEO Michael O’Leary, was crucial in managing the crisis. O’Leary issued a detailed public apology, explaining the situation and outlining the steps the airline was taking to prevent future disruptions. This was paired with a transparent communication strategy, which included offering affected customers refunds, rebooking options, and a compensation package.
The clear and frequent communication played a key role in helping Ryanair manage the backlash and regain customer trust. This approach seems to have paid off, as Ryanair’s booking numbers have recovered strongly since the crisis, with the airline continuing to see robust demand and high passenger numbers. For instance, despite the crisis, Ryanair has maintained its position as Europe’s largest airline by passenger numbers, and its load factor (a measure of how full flights are) remains consistently high, showing that customer confidence has been restored.
Tesla’s Autopilot Technology
Early in the year, Tesla faced intense scrutiny after several high-profile accidents involving its vehicles operating in Autopilot mode. These incidents raised concerns about the safety and reliability of the technology, leading to widespread media coverage and public fear.
Tesla’s initial response was to downplay the incidents, attributing them to user error rather than any flaw in the Autopilot system. This approach was heavily criticised as it appeared the company was avoiding accountability. However, after mounting pressure from regulators and negative public sentiment, Tesla shifted its strategy. The company issued a more measured response, acknowledging the need for improvements and committing to enhance safety features in future software updates.
This crisis highlighted the importance of addressing safety concerns promptly and transparently, particularly for companies at the forefront of innovative technologies. Tesla’s experience underscores the need for balancing corporate messaging with genuine concern for public safety to maintain trust.
British Airways’ Data Breach
British Airways faced a major crisis when a data breach exposed the personal information of over 400,000 customers, triggering widespread concern. To regain consumer trust, the airline responded swiftly by informing affected customers and offering free credit monitoring services. It also implemented a comprehensive security upgrade across its systems. The key to restoring trust was British Airways’ transparent communication and prompt action, which reassured customers that the company was taking the necessary steps to protect their data and prevent future incidents.
Crypto Exchange Hack
A major cryptocurrency exchange recently suffered a significant breach, leading to considerable financial losses for its users. The company’s handling of the situation was marred by several key mistakes that severely damaged user trust.
Firstly, the exchange was slow to respond, delaying the notification to users about the hack. This hesitation allowed uncertainty to fester, causing panic and frustration among users. The delayed communication also enabled the spread of misinformation, further exacerbating the crisis.
When the company finally issued a statement, it was notably opaque. The lack of clear details about the hack’s scope, its impact on users, and the recovery steps being taken left users in the dark and deepened their mistrust. This failure to provide transparent and timely updates highlighted the company’s lack of preparedness and its inadequate crisis communication strategy.
The incident underscores the crucial need for companies in the digital space to have robust crisis management plans that prioritise immediate and transparent communication to maintain user confidence during emergencies.
Tesco’s Online Delivery Disruptions
Tesco faced a significant challenge when its online delivery service was disrupted due to a technical glitch, leading to widespread customer dissatisfaction. Tesco quickly issued an apology and provided regular updates as they worked to resolve the issue, this regular contact with customers gave some transparency to the campaign which helped the brand connect better with their customers. They also offered compensation in the form of vouchers and discounts to affected customers, which helped to ease tensions. The honest and customer-focused communication played a crucial role in managing the crisis effectively.
UK Rail Network Strike
The ongoing UK rail network strikes have caused widespread disruptions, with initial responses from rail companies drawing criticism for poor communication. However, as strikes have become more frequent, these companies have taken steps to improve the crisis communication strategies. They now provide real-time updates through apps, websites, and social media to keep passengers informed. Additionally, rail companies have been working to address employee concerns by negotiating pay rises, better working conditions, and more flexible hours, which have been key factors in the strike actions. These efforts are part of a broader strategy to prevent further disruptions and rebuild public trust.
ASOS’s Ethical Fashion Commitment
ASOS was criticised online for not doing enough to promote ethical fashion, which led to questions about the company’s environmental and social responsibility. In response, ASOS launched a campaign focused on sustainability, including a commitment to using more eco-friendly materials and improving labour practices. They also engaged influencers and partnered with ethical brands to enhance their messaging. The campaign was well-received, helping to reposition Asos as a more socially responsible brand.
In conclusion, these campaigns show that while crises can strike at any time, a well-executed communications strategy can turn potential disasters into opportunities for growth and learning. By prioritising transparency, taking swift action, and maintaining a customer-first approach, these brands were able to navigate through tough times and come out stronger on the other side.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to support crisis management and communications strategies. Get in touch with us today to find out how we could support you with your Public Relations and Crisis Communications. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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