A communication crisis could happen at any time in any company during daily work. For that reason, mass communications, and effectiveness in the development of crisis plans are crucial to maintain brand awareness. In seconds, any customer with an active social media account could increase or destroy our work in our communications teams for years after a mistake if we don’t handle it properly.
The worst part of a crisis in communications management isn’t the development, but the results in the communications tactics are crucial. One example of bad crisis management happened in Easyfly, a Latin airlane that decreased its brand awareness after so many bad comments in mass media.
Homero, an American Bully died during a flight to Puerto Asis because the airline allows certain breed types in the cabin or hold baggage. So the owner denounced her Instagram. The content became viral immediately, and the company activated its crisis team.
Unfortunately, the results were worse, the agency launched a press release that didn’t take into account the death of an animal, which became worse brand awareness. The results of this action ended in unfollows, their pet service decreased sales, and the company received a millionaire penalty for breaking the rules.
The penalty fee cost around USD 20,000 for violating article 6 of Law 1480 of 2011 and numeral 3.10.3.4 of the Aeronautical Regulations of Colombia 3 (RAC 3), by providing the service of transporting the dog named Homero without quality, suitability, and fulfilling the obligations of transportation.
To sum up, mass communications develop an essential function in branding, the steps have to be clear, and thorough and prevent the possibilities in the audiences. As the sociologist, Zeynep Tufekcy told in her video Online social change: easy to organize, hard to win “keep going together through differences.
Every win and mistake belongs to the brand, all the teams have to work in synergy in mass communications to develop effective decisions for the reputation. Connect with me on LinkedIn.
