Taking a Strategic Approach to Crisis Communication

With the U.S. Food and Drug Administration (FDA) investigating a multi-state cyclosporiasis outbreak, restaurant operators and guests are questioning how to stay safe while dining out. 

How should brands and operators be responding to these concerns?

Transparency During Uncertainty

Communicating during uncertainty shows concern and attention and shows you care about the customer, and not just the revenue, explained crisis communications expert Dr. Patrick Riccards.

“While it is always best to have all the answers before communicating in a crisis, it isn’t always possible. So be clear that the process is still unfolding, and you want to be as transparent as possible with your guests. You are sharing the information you have at the time, knowing it might change. Share it.”

Be sure to reengage once you have more info, he advised, because that puts boundaries around your comms so you can focus on other elements of the crisis, while demonstrating you are a customer-first company. Always acknowledge their concerns telling them you know there is an issue, you are just as concerned as they are, and your company is working to learn what is going on and how it can best protect its customers. 

Don’t Overreact

But don’t overreact in the absence of information, Dr. Riccards added. 

“When you start pulling products before you know the facts, you scare the customer and threaten your brand, particularly if you are cleared later on. It shows you aren’t controlling the situation, you are reacting to the mob. So during the time of uncertainty, figure out the top three or five questions you’ll be asked by customers, figure out the answers you can give in the now, and make sure all staff have those answers and they are available on your social channels. That makes clear you take it seriously during the uncertainty.”

A Proportional Response

While there isn’t a specific crisis communications checklist, he suggested operators focus on one basic rule. Do no harm. 

“If a brand chooses not to act in the face of a crisis, it is seen as uncaring and can lose customers. If it proactively acts before all the information is in, it can be seen as overreacting and taking responsibility before it needs to.”

The response needs to be proportional to the crisis, he added. 

“Lay out all the facts. Take responsibility. Be clear how you will address it. Move on. Anything behind that, and you risk doing real harm to your brand, showing you don’t understand the problem, the market, your customers, or all of the above.”

It’s also critical to manage the situation with staff showing you are handling the process and are on top of things from the jump, the author of Strategic Strikes: Mastering Your Communications in the Cage Match of Public Opinion, said. 

Control the Narrative

“In the face of the unknown, tell your teams that you know there is an issue, it is being investigated, and you are doing everything possible to cooperate. Once all the facts are known, you’ll share them with the team and you’ll act. Don’t wait for team members to come to you to ask. You know the crisis is coming.”

Because the risks are high during a crisis, operators need to control the guest communication process and you want one voice speaking for you, not all employees delivering your message in their way, Dr Riccards said.

“Don’t leave the response in the hands of those who are untrained or unprepared to navigate it. If you use social media, post there and direct guests to your social if they have questions. If not, set up a voicemail box with the same info they can call. Otherwise, you run the risk of an employee trying to be ‘too helpful’ and sharing rumors or offering opinions that quickly become the corporate line. Then you are dealing with a crisis AND walking back what your team has shared.”