In this article you’ll learn:
- Why people remember how you made them feel during a crisis
- Why customer communication is just as important as media communication
- How empathy helps protect your reputation
- Why the best crisis PR always puts people before headlines
When people think about crisis communications, they often picture television cameras, journalists and carefully worded statements.
That’s only part of the story.
Long after the cameras have gone, people remember something much more personal.
How you treated them.
Whether they felt informed.
Whether somebody listened.
Whether they felt like a valued customer – or simply just another problem to deal with.
In my experience, that’s where reputations are really won or lost.
Behind every headline is a person
Every crisis affects people differently.
A delayed flight isn’t just a delayed flight.
It could be someone trying to get home for Christmas.
Someone travelling to a funeral.
Someone heading to an important business meeting.
The same is true in hospitality, events or any customer-facing business.
When plans change unexpectedly, people aren’t just looking for information.
They’re often looking for reassurance.
It’s easy to become so focused on managing the story that you forget the people living it.
The organisations that do both well are usually the ones people remember most positively.
Going beyond the job description
When Heathrow closed because of heavy snow, we issued passenger updates quickly and kept the media informed.
But for me, that wasn’t enough.
Customers were asking questions on Twitter about cancelled flights, rebooking and refunds.
The airline’s customer service team hadn’t started work yet.
So I stayed online and answered them myself.
Nobody asked me to.
It wasn’t written into my contract.
It simply felt like the right thing to do.
Looking back, I don’t think people remembered the wording of the press statement.
I think they remembered that somebody was there, answering their questions when they needed help.
Sometimes the smallest interactions have the biggest impact.
People don’t expect perfection
One thing I’ve learnt over the years is that customers are often more understanding than organisations expect.
Most people realise that things go wrong.
Flights are delayed.
Venues experience unexpected incidents.
Events face last-minute challenges.
What frustrates people isn’t always the problem itself.
It’s feeling ignored.
A lack of communication creates uncertainty.
Silence creates frustration.
Empathy builds trust.
Sometimes simply acknowledging how somebody feels can completely change the tone of a conversation.
Every reply matters
In today’s world, crisis communications doesn’t stop with a media statement.
It happens on social media.
In emails.
Over the phone.
At reception desks.
In direct messages.
Every interaction shapes how people see your organisation.
That’s why it’s so important that everyone involved understands the role they play.
The person replying to comments on social media is just as much a part of your reputation as the person speaking to journalists.
One conversation might not seem significant.
But hundreds of conversations quickly become your reputation.
Actions always speak louder than words
We often hear organisations say they “put customers first.”
The real question is…
What does that actually look like?
For me, it looks like being available when people need you.
Explaining things honestly.
Keeping people updated, even if there isn’t much new to say.
Making difficult situations just a little less stressful.
After the Heathrow disruption, Finnair later launched a campaign called “Snow How”, celebrating the airline’s experience of operating through challenging winter conditions.
It was a brilliant example of turning a difficult situation into a positive story.
But that credibility didn’t come from the campaign itself.
It came from how customers had been treated during the disruption.
You can’t tell people you care.
You have to show them, or ‘snow’ them in that instance 😉
Kindness is good business
Sometimes people assume empathy and commercial success sit at opposite ends of the spectrum.
I don’t believe they do.
Treating people well isn’t just the right thing to do.
It’s good business.
Customers remember organisations that communicate honestly.
They recommend businesses that looked after them.
They come back to brands they trust.
Reputation isn’t built through clever slogans.
It’s built through consistent actions.
Especially when things don’t go to plan.
The human side of crisis communications
Every crisis eventually comes to an end.
The headlines move on.
The news cycle changes.
What remains are the memories people have of how they were treated.
That’s why I believe the best crisis communications isn’t really about PR at all.
It’s about people.
Because when you put people first, your reputation usually takes care of itself.
What to remember
- Behind every crisis are real people looking for reassurance.
- Customers remember how you treated them long after the crisis has passed.
- Every conversation contributes to your reputation.
- Empathy and honesty build trust.
- Actions speak louder than statements.
- Putting people first is good for both your reputation and your business.
Frequently asked questions
Why is empathy important during a PR crisis?
Empathy helps people feel heard and supported during uncertain situations. It demonstrates that your organisation understands the impact a crisis has on customers, employees and other stakeholders.
Should businesses respond to customers on social media during a crisis?
Yes. Social media is often one of the first places customers look for information. Prompt, accurate and empathetic responses can help reduce confusion and build trust.
Can good customer service protect a company’s reputation?
Absolutely. The way people are treated during difficult situations often has a greater impact on reputation than the crisis itself.
What’s the biggest mistake organisations make during a crisis?
One of the most common mistakes is focusing solely on media coverage while forgetting about the people directly affected. Looking after customers should always be a priority.
Continue reading
If you enjoyed this article, you may also like:
- What happens in the first hour of a PR crisis?
- Why honesty is the best crisis communications strategy
- Why every business needs a crisis communications plan (coming soon)
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