We wouldn’t wish a crisis on anyone, and a week of cyber attacks on major UK retailers has left us feeling extremely sorry for the frantic crisis PR agencies and teams handling the press communications for M&S, Harrods, and the Co-op.
But what we collectively gain whenever a PR crisis happens is the opportunity to observe and learn from what works well and what doesn’t from the brands’ responses to the crises.
In our latest blog, we look at these PR crisis examples and dissect how M&S, Co-op, and Harrods have communicated updates on recent cyber attacks to stakeholders, and the response they are receiving from customers, the media, and employees.
Before we get into it, as a crisis PR agency, here’s our quick breakdown on crisis communications and what to remember when developing an effective plan. You can read our frequently asked questions on crisis communications here.
What is a Crisis Communication plan?
A crisis communications plan is a set of pre-agreed guidelines and templates that prepare a business to respond proactively to a potential crisis to minimise commercial, operational, and reputational impact. It can take a huge amount of work to put together, often with the expert help of a PR crisis agency, but it will enable a business to work quickly under potentially difficult circumstances.
What’s the first rule of crisis response?
Address the situation as quickly as possible. Sticking your head in the sand when a crisis breaks and continuing with business as usual is a big mistake. News spreads rapidly on social media, whether accurate or not, and nipping it in the bud as early as possible prevents people from making up their own version of the truth.
If you’ve decided that an issue is potentially serious enough to merit action, our recommendation is to always put out a holding statement to the media within the first hour.
This statement should simply let journalists or the general public know that you are looking into the problem, and you’ll be able to provide further information as soon as possible. It puts you on the front foot and should give you enough breathing room to investigate matters and decide on the next step. If it’s appropriate, saying sorry quickly and sincerely is important here, and will make you sound more human and less corporate.
Do you know how to handle the media in a crisis?
If you’re interested in learning more about handling the media when crisis strikes, at our latest brunch event we’ll be joined by journalist Andrew Lynch to speak about the worst crisis responses he’s seen during his 40 years working at national and international news desks.
Places are limited, so don’t delay booking now.
Now, let’s get into M&S, Co-op, and Harrods’ crisis responses.
M&S: a serious disruption to services but clear, sustained communication.
So far, it seems M&S is suffering from the most serious attack, causing a major disruption to its customers. M&S has posted a public statement, including reviving its X account for frequent updates and replying to questions in its comments section.
The retailer has been prompt when responding to customer complaints, offering solutions, and signposting to additional resources where possible. In terms of press, the retailer has issued two press releases, but has not provided comment on further media requests.
Due to a clear and fast response from M&S’ CEO on social and email, it’s been noted that customers have stood by the brand, with more than 2,000 people sending positive and supportive comments on social media, indicating the British retail giant’s solid relationships with customers as a trusted brand.
Co-op Food: communicating to the right people, in the right way.
A less disruptive attack overtook Co-op’s IT systems, affecting internal staff processes and accessing a limited amount of member data, but trading has continued as usual.
Firstly, Co-op released an internal email to its staff, which included clear actions to take and reassurance that everything possible would be done to restore normality. It then released a statement to the media explaining the disruption to its internal systems, followed by publishing two statements from its CEO on its social channels, addressing the reader directly, “we want to be open with you”, and offering an apology regarding the access to member data.
Although the response has been a mixture of appreciation for staff and concerns of not being informed sooner, the key takeaway here is that Co-op made sure to take its staff on this journey and prioritised getting information to them first, getting them on side, and then using this as part of its public crisis response.
Harrods: A timely, honest, and clear statement.
The luxury department store is understood to have been forced to shut down some systems, but as of Friday 2nd May, its website and all its stores have continued to operate. It is understood that Harrods first realised it was being targeted at the end of April.
Its statement shared a clear and informed response, addressing what it has already done to begin resolving the issue. Communicating a key message that the team is taking proactive steps, and that it commits to keeping customers informed is a good example of a promising holding statement.
In addition, its ability to quickly address and take hold of the narrative has ensured little uproar. As of yet, it hasn’t rolled out a statement on its social feeds, as it hasn’t caused disruption to customers.
Our three key takeaways from these PR crisis examples
- Speak to the relevant stakeholders on the relevant channels. For example, speak to customers where they get their information from you, in the tone of voice they expect to hear from you. This will be miles more effective than taking a blanket approach, such as rolling out a generic statement across press, social, and your internal communications.
- Be transparent about the situation and your plans going forward. Don’t get caught up in a web of lies by denying fault. Take control as soon as possible by saying sorry and explaining your plan going forward.
- Consistently drip-feed content, so your stakeholders understand your plan. In the age of information, one statement often isn’t enough. Continue to update your customers and stakeholders with the latest information, so they don’t feel left behind.
No matter how big or small your organisation is, having a robust crisis plan in place can make all the difference in protecting your reputation.
Not sure where to start?
A crisis PR agency, like Yours Sincerely, can help you prepare for the unexpected. So if things go sideways, you’re in control. From proactive planning to real-time crisis comms, we make sure your response is calm, clear, and on-brand.