One of the most important things a comms professional can do is to be a calming influence when a crisis hits.

Today we’ve seen a perfect example of what not to do when your organisation faces criticism or backlash.

When Australian consumer group CHOICE published lab tests of popular sunscreens and found that a sunscreen from brand Ultra Violette received an alarmingly low SPF rating, the company’s initial response was to go on the attack.

They attacked the quality of CHOICE’s tests, the methodology, the journalism – only to end up recalling the product on further testing.

Your initial, emotive response to criticism or backlash is almost always counterproductive.

In Ultra Violette’s case – it’s turned a bad situation into an unmitigated disaster.

Where the community needed to see a health product company listening and taking concerns seriously, they got defensive and made their company look more concerned with optics than the safety and efficacy of their products.

As the former Senior Media Advisor at CHOICE, I saw companies do this time and time again – so I’m not surprised by this result.

So how should a comms person respond to a crisis?

A good comms person can write and publish a beautifully crafted response to a crisis at speed.

A great comms person knows when to slow down.

A great comms person knows when less is more.

A great comms person knows when to question an organisation’s initial (and emotionally driven) reaction.

A great comms person comes back to the organisation’s core values – and ensures whatever response they craft listens to the community’s very real and valid concerns – even if you disagree with the criticism.

Comms is not just about producing content for media and the community – you need to manage the internal psychology of your organisation.

You need to assess the situation and be a calming and responsible influence when everyone else around you feels compelled to react.

-JB

Hi, I’m JB – I’ve been working as a broadcaster, content maker and comms advisor for nearly 20 years. Aus Comms Guide is my newsletter to share comms tips for good people and good causes. Sign up on email at auscommsguide.com

Interesting stuff!

The wonderful El Gibbs recently re-posted an article of hers that I missed when she first published in 2024. ‘The value of care’ looks at how traditional economics and the way we talk about disability and care is devaluing some of the most important contributions people make to our society.

It’s an important and powerful read: https://www.bluntshovels.au/the-value-of-care/

Q&A

I’ve been a communications advisor in community broadcasting, community legal, financial counselling, consumer advocacy, climate science sectors and more for nearly 20 years.

I love love love mentoring early career comms professionals – so if you have any questions you’d like me to ponder for this newsletter send me an email to comms@jbau.com.au

Thanks for reading! I’m a Melbourne based comms consultant and media trainer – get in touch at jbau.com.au or comms@jbau.com.au