Crisis Comms in the age of ‘Cancel Culture’

For businesses today, responding to challenging situations has become far more complex. Conversations about a brand can spread rapidly across social media, jump from platform to platform, circulate through private messages or forums like Reddit, and even reach traditional news outlets – the incredible, yet sometimes daunting, reach of the online world.

For companies navigating these situations, having a communication plan that's both thoughtful and flexible is crucial because how a business responds often shapes its long-term reputation just as much as the issue itself.

Is ignorance bliss?

It's worth remembering that staying silent rarely resolves anything. Audiences expect honesty and accountability and ignoring a concern can easily come across as indifference or avoidance.

At the same time, there's a careful balance to strike between acting quickly and making sure your messaging is accurate, measured, and aligned with the business’s values. Responses that feel rushed, defensive, or insincere tend to make things worse whereas communication that is considered, empathetic, and transparent can help rebuild trust and show integrity in action.

Keep in the loop

Keeping a close eye on conversations across multiple channels is another key part of managing a crisis. Discussions no longer appear only in press releases or news articles they're happening on social media, in private messaging threads, and across community spaces often in ways that are hard to predict. By listening carefully and understanding how stakeholders are reacting, businesses can adjust their approach, clear up misunderstandings, and respond to genuine concerns without adding fuel to the fire.

An opportunity for credibility

Crisis communication isn't just about tackling immediate risks it's also a chance to demonstrate credibility and show that a brand is willing to learn and evolve. Companies that face mistakes openly and outline the steps they're taking to improve often earn more trust than those that have never had to answer criticism. Preparing for potential challenges, establishing clear internal procedures, and keeping communication channels open with both employees and external audiences ensures that when issues arise, responses can be timely, consistent, and authentic.

Ultimately, businesses that treat crisis communication as a long-term strategic priority rather than a reactive task are better positioned to protect their reputation and maintain stakeholder confidence, and audience favour. A well-prepared approach allows businesses to navigate difficult situations with integrity, reinforcing the relationships that will support growth and stability over the years.

For guidance on creating a proactive crisis communication strategy tailored to your business, contact our team today.

Crisis Comms in the age of ‘Cancel Culture’

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