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When it comes to crises, businesses practically tie themselves in knots trying to avoid any potential conflict.
We see this scenario play out the same way time and time again. A company's executive responds to a reporter's query with a pat “no comment.” A virulent rumor makes the rounds on social media only to be met with radio silence from the brand. A business moves to quietly settle a bogus lawsuit rather than expose itself to even a whiff of bad publicity. Burying your head in the sand will not make a crisis go away. It will only make the situation worse. What's more, by avoiding ' rather than confronting, controlling, addressing and resolving ' problematic situations, businesses miss out an opportunity to show their true worth, to prove that they are battle-tested and poised to stand the test of time.
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