M&S cyber critics need better understand of crisis comms
Criticism over how M&S has handled the current cyber crisis is grossly unfair. Some appear to be sensationalising their comments for the sake of getting their names in the media, but it is clear they lack a true understanding of crisis management. It’s time to set them straight.
The recent cyber crisis faced by Marks & Spencer (M&S) has sparked a wave of criticism, particularly in a BBC article that many believe unfairly assesses the company’s response. These critiques often lack a nuanced understanding of reputation management. Hear me out.
One comment suggested that such incidents “erode consumer trust in the brand.” However, this perspective overlooks the potential for a well-managed crisis to actually strengthen consumer trust. A prime example is the 1982 Tylenol crisis.
In 1982, Extra Strength TYLENOL® capsules in Chicago were found to be laced with cyanide, tragically resulting in seven deaths. Johnson & Johnson, the manufacturer, faced a critical decision: attempt to downplay the incident or initiate a full product recall, which would be financially devastating.
Johnson & Johnson chose the latter, prioritising consumer safety over immediate profits. They subsequently invested $100 million in developing tamper-proof packaging and supported the introduction of the ‘Tylenol bill,’ making it a federal offense to tamper with consumer products.
This transparent and proactive approach not only mitigated the immediate crisis but also enhanced the company’s reputation. Johnson & Johnson emerged from the crisis with increased consumer trust and loyalty, ultimately boosting their revenue.
See BBC article: M&S online disruption a ‘bruise’ to reputation, analyst says
Similarly, M&S has managed their recent cyber crisis with transparency and effective and frequent communication. Their customers are unlikely to abandon the brand; in fact, the company’s openness and ongoing communication efforts may enhance customer perception.
Critics must recognise that overcoming a crisis is a gradual process. Immediate resolution is rarely possible, and it takes time to fully restore and even enhance a brand’s reputation. M&S’s handling of the situation demonstrates a commitment to transparency and customer trust, which are crucial elements in effective reputation management.
Clearly PR is no different to other PR agencies who also offer a crisis communications service. However, our rapid response to clients and quick assessment of each and every potential issue that may arise from a situation has enabled us to steer our clients through their crises and emerge with their reputations in shape, sometimes enhanced.
Whether you are an organisation or individual in need to urgent support to combat a threat to your reputation, contact me directly on paul@clearlypr.co.uk or see more information here.
