Crisis Communication
When things go wrong, people want more than just data. They want empathy. They want honesty. They want to know there are humans behind the headlines.
Let me ask you a wild question: Could your company poison customers and still survive?
Sounds impossible, right? But that is exactly what happened to Tylenol in 1982. Seven people died after taking cyanide-laced capsules in one of the worst product crises in history. Panic spread. Trust vanished. Most brands would have collapsed.
But Johnson and Johnson did not. They came back stronger and taught the world a masterclass in crisis communication.
So how did they do it? They didn’t spin it. They didn’t hide. They didn’t delay.
Instead, they communicated quickly, clearly, and with integrity. They pulled 31 million bottles from store shelves at a cost of over 100 million dollars, issued public safety warnings, and paused all advertising. Within weeks, they introduced the tamper-proof packaging we all recognize today.
Their response saved lives and their brand.
Here is what we can learn from them. In a crisis, your words and actions matter more than ever. To lead well, ask yourself these three questions.
1. What would you want to hear from us right now?
This is the empathy test. Johnson and Johnson did not defend themselves. They put people first.
They warned customers by saying, “Stop taking Tylenol immediately.”
Ask your frontline team what people are saying. What are the repeated concerns? What do customers need to feel safe again? Speak to their fears. Do not focus only on your reputation.
2. How does this message make people feel?
Facts are important, but feelings build trust. People might forget what you said, but they will always remember how it made them feel.
If your message sounds cold or overly corporate, you will lose their trust even if the facts are correct. Before you release anything publicly, test your message with a few real customers. Ask them, “How does this make you feel?”
3. Does this sound sincere or tone deaf?
Tone deaf messaging often comes from responses written only through a legal lens. Sincerity shows up when real people shape the message.
If you would not say it to someone you love, then it may not be the right message for your audience.
Prepare Your Crisis Toolkit
Do not wait for a disaster to get ready. Preparation builds confidence and clarity when pressure hits.
Build a crisis team that includes leadership, public relations, legal advisors, customer support, and someone with high emotional intelligence.
Create response templates in advance so you can respond faster when the moment comes.
Role play different crisis scenarios with your team to build the mindset and skills needed for a real situation.
Define your metrics in advance. Measure how well your response builds trust, communicates clearly, and meets your goals.
Here is the truth. The biggest test is not the crisis itself. It is how you respond to it.
When things go wrong, people want more than just data. They want empathy. They want honesty. They want to know there are humans behind the headlines.
Because in crisis, people are not just watching what you do. They are listening for who you are.
So speak from your values. Lead with compassion. And remember this. It is never wrong to do what is right.