The incidents in Corfu currently hitting Thomas Cook so hard are beyond the remit of a media tips blog, they’re too serious. Irreparable damage has probably been done to the company’s reputation and it would be trite to try to address it with a glib blog on media tips.
However, it’s worth looking at what companies in general can do to manage a crisis when one arises. There’s actually quite a lot, and here are some ideas.
- First, go into lockdown without appearing to do so. Only a handful of people in your business should be speaking to the press anyway; when there’s a crisis, make doubly sure all the staff are aware of this but have a statement on your website – have them refer journalists to this rather than offer them “no comment”, which never works.
- Second, don’t dodge the issue. Your starting point is that something bad has happened and you’re determined to find what went wrong. If you can’t comment while your internal inquiry is going on, say so but stress that your thoughts are with whoever has had the rough end of the problem.
- Third, and this is vital, empathise. The people listening to you will be very much in sympathy with anyone who’s been wronged. I heard of a case, years ago, that could be apocryphal but it makes the point. A 90-year-old woman had lung cancer and was suing a tobacco company. The lawyers at the tobacco company found she’d worked with asbestos in the 1950s and there was a perfectly reasonable case to suggest that in this instance tobacco wasn’t to blame. They suggested not only refusing her compensation but suing for defamation, and they’d have had a chance of winning. The PR department stepped in and pointed out that no matter who was factually right and wrong, the big tobacco company suing the little old lady was never going to play well, so they backed down immediately and paid compensation regardless.
I’m not saying the Thomas Cook incident is similar to that of the woman in the tobacco company case. Every case is different. However, its apparent view – that the family has been compensated adequately with a payout one tenth the size of that which the company itself received – is worthy of comparison because it’s a big company being perceived as pushing the little people around.
No matter whose fault something is, no matter how you might feel your company has been wronged, it’s worth taking a little time out to empathise with the other people. Communicate this at least, and you might get to limit some of the damage that might otherwise happen.
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