In a crisis, perception is reality.
In a crisis, perception is reality.
And if you’re not out front explaining, taking responsibility, and showing your plan, someone else will define the story for you.
That’s why smart communicators talk about getting ahead of the story.
It means:
•Acknowledging the problem before you’re forced to
•Answering tough questions clearly and quickly
•Showing how it won’t happen again
But sometimes, talking points aren’t enough.
To shift public perception, rebuild trust, or show deep accountability, you need something bigger.
You need a grand gesture: a bold, unexpected move that captures attention and proves you’re serious about making it right.
🔹 Starbucks (2018):
After two Black men were arrested in a Philadelphia store while simply waiting for a friend, public outrage spread fast. Starbucks didn’t just apologize. It closed over 8,000 stores for a full day to conduct racial bias training for all employees. A major operational and financial hit—but it sent a clear message: “We hear you. And we’re acting.”
🔹 Maple Leaf Foods (2008):
Following a deadly listeria outbreak linked to its products, CEO Michael McCain stepped in front of cameras and took full accountability. No deflection. No legal hedging. Just: “The buck stops here.” Then the company invested millions in food safety, rebuilt public trust, and became known for one of the most honest crisis responses in Canadian corporate history.
🔹 Patagonia (2022):
In a surprise move, Patagonia’s founder gave away the entire company—valued at $3 billion—to fight climate change. While not a crisis response in the traditional sense, it was a strategic, values-driven move that generated overwhelming goodwill. It also set a new bar for what it looks like when a brand aligns its actions with its stated values.
These moments weren’t just good PR. They were memorable turning points—grand gestures that helped rewrite the story.
💬 So, the next time your organization is under pressure, ask:
Are we just saying the right thing?
Or are we actually doing the thing that earns trust?
🎥 I’ll break this down further in an upcoming video.
#CrisisCommunications #Leadership #ReputationManagement #MediaTraining
