This law has become essential since the advent of social media, and no one can do without it in a crisis.
And with consumers suddenly able to voice their dissatisfaction to an audience of thousands, many brands and businesses have learned this lesson the hard way.
In our pre-internet marketing classes, we were taught that an unhappy customer might share their cutting comments with ten people in their circle. Today this seems like a tremendous underestimate, when we know how quickly a new hashtag can spread around the world.
The Law of Truthfulness has always been vital in public relations. Nothing is sadder than a spokesperson who tries to conceal information from a reporter during a live interview. The avoidance of the truth is reflected in their voice, their gestures, and the way they express themself. They say the body doesn’t lie.
Do you remember the unfortunate incident at that Starbucks? Back in 2018, there was an employee who felt threatened by two young people sitting at a table waiting for a friend. The employee called the police for no apparent reason.
Rashon Nelson and Donte Robinson, both 23, met at a Starbucks in Rittenhouse in downtown Philadelphia. The two contractors, who were expecting a third person, were seated at a table when an employee came to ask them if they could be helped. They explained that they wanted to wait for their guest to arrive before placing their order.
A few minutes later, police officers came into the Starbucks, walked over and handcuffed them. Management had called the police to remove them from the premises.
The scene was filmed by a customer and shared on social media. The arrest, during which the two young men remained calm, quickly went viral, giving rise to the hashtag #boycottstarbucks and sparking a series of protests.
This story is a great example of successful crisis management, because:
1- Starbucks quickly admitted their mistake
2- Starbucks made a public apology to both customers
3- Starbucks came up with a solution
Three simple steps to contain a crisis, and maybe even come out of it stronger.
All too often, a negative incident is run through the 24-hour news cycle, and then the world moves on.
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