Rethinking Crisis Communication: Abandon the Pursuit of Control

What if a century of corporate communication is based on the wrong premise—that of the fear of losing control? Suppose branding, spin, and PR have consequently revolved around controlling the narrative from the inside out. And what if crisis communication is all about minimizing criticism and damage at any cost? If so, it might be time to shift from fear to trust.

The consultancy industry has long been fixated on 'media handling,' 'training,' and emphasizing the potential disasters of external perceptions, but this approach is increasingly flawed. Here's why: no interesting company can avoid criticism, and it's more practical to accept and integrate feedback continuously. Moreover, what one stakeholder views as a crisis, another might not see it that way at all. Consider the example of the multi-billion company Chr. Hansen, which withdrew its support for Pride in the summer of 2023. The real issue may have been not the decision itself but the lack of openness about it.

Trends over recent years, highlighted in Edelman's annual trust survey, show that companies build trust not through being flawless, but through transparency, honesty, and a strong ethical foundation. American researcher Gini Dietrich argues in 'Spin Sucks' that traditional PR practices like spin and manipulation are not just outdated but often detrimental to a company's reputation. She advocates for an approach based on honesty and authenticity.

This does not mean companies shouldn't behave ethically and professionally. Instead, it suggests that thriving with criticism and moving away from tight 'control' can be more beneficial than sticking to an outdated insistence on it. Robert M. Davison, a professor of information technology, suggests that criticism of a brand isn't necessarily negative as long as it fosters dialogue and engagement.

Simply put, in the modern media society, there is always criticism no matter the stance one takes. However, this resistance can be transformed into a strategic advantage if handled correctly, serving as a powerful resource for organizational growth and innovation.