There are many different terms or explanations for crisis communication. I would define it as the way companies and organizations handle certain crises that affect how people and other professionals view them. This can go as far as a restaurant’s food giving someone a disease to a commercial gone wrong.
An example of this include Chipotle’s E. Coli crisis in the year 2015. About 43 restaurants had to be closed because of people becoming extremely ill. Fortunately, Chipotle handled this very well by doing a number of things that are important during crisis communication. First of all, they took responsibility and apologized. The co-chief executive producer announced that he was deeply sorry and that it was a very unfortunate incident. Also, they decided to hire food safety consultants to make sure that their food is healthy and safe from there on out.
The next example is the recent commercial done by Pepsi that dealt with the Black Lives Matter movement. It showed protestors smiling and clapping, while Kendall Jenner handed an officer a Pepsi. The officer accepted and grinned. Many people all over the world thought that this commercial was making light of the issues involving police brutality. Pepsi apologized and immediately pulled the ad.
Companies sometimes use issues in the world to sell their product. Sometimes it works and other times it doesn’t. When it is a worldwide issue that is very controversial, it is better to not even try to use it to promote a product or company. However, sometimes a tragedy happens and companies will let people know that it is in their thoughts and they are doing something to help those affected by the tragedy, which can work.
It is important to go about a crisis in a mature and responsible way. Also, you have to act quickly and thoroughly. Apologizing is key and coming up with ways to bounce back from the situation is crucial. Companies and organizations can easily come back from a crisis if they go about it right.