Arguably one of the most significant trends in modern communications is the rise of cancel culture—the idea that people or organizations who violate certain values or societal norms should be stripped of their social status.
For businesses, this may mean the loss of customers and tarnished reputations. Business leaders and their communications teams must prepare actively to face and effectively manage crisis situations in the 21st century, as the emergence of cancel culture has created extra risks.
In this article, we’ll discuss some of the steps your business can take to do this effectively. Let’s dive in!
Challenges of Cancel Culture in Crisis Communication
Every business runs into the occasional PR crisis from time to time. However, the emergence of cancel culture as a behavioral trend has meant that crises can very easily blow out of proportion, making damage control much harder. Here are some of the principal challenges PR and communications teams will have to deal with in managing a cancel culture crisis:
1) The Speed and Virality of Information
Information—both true and false—spreads with unprecedented speed these days, as both the internet and handheld internet devices are now commonplace across the world. Unverified or misleading information can reach millions of users across several continents before you may have had a chance to respond.
2) The Loss of Narrative Control
The rapid spread of information (and misinformation) means that once the story or piece of information has made its way onto the internet, you’ve often lost control of the narrative.
“Cancel culture has fundamentally changed crisis communication,” says Nick Marshall, General Manager at Window Factory. “Crises now have the potential to escalate exponentially, making damage control a more complex and time-sensitive task than ever before.”
3) Dealing with Emotional Stakeholders: Managing Intense Public Reactions
One of the biggest difficulties you’ll have to overcome in dealing with cancel culture is negotiating with an impassioned audience.
“Modern online audiences tend to be made up primarily of Gen Z and Millennials, both of which strongly support social causes,” explains Julia Doak, Franchisor at Bedpost. “Members of these generations are less likely to accept verbal apologies, often demanding tangible actions and consequences for any misdeeds.”
Key Crisis Communication Principles and Practical Tactics Managing for Cancel Culture
The challenges facing modern PR and communications teams have clearly evolved; however, the principles of crisis communication remain largely the same. Here is the tried and tested crisis communication and response playbook:
1) Listen and Understand Before You React
Overly hasty responses may miss the mark as they often fail to identify and address the root causes of public discontent correctly.
Dr. Mo Ziaei, Cornea & Vision Correction Specialist at Re:Vision, advises, “In crisis situations, time is of the essence, but responding without fully understanding the root cause of public discontent can exacerbate the issue. “The balance between swift action and thorough analysis is critical.”
The trick lies in finding the right balance. For more tips on effective listening, this guide to media monitoring in PR crises will help.
This opinion is also shared by Maryanne Fiedler, Director of Marketing at Psychic Source “Timely responses are crucial, but authenticity is equally important,” she explains. “A genuine acknowledgment of concerns combined with decisive action can help retain public trust, even during a crisis.”
2) Get Ahead with Proactive Reputation Management
A huge part of any crisis manager’s job is being able to predict potential crises and prepare for them.
“Proactive crisis management is about preparation and foresight,” says Brooke Webber, Head of Marketing at Ninja Patches, “While you can’t predict every crisis, you can anticipate common risks and train your teams for quick and effective responses to mitigate potential fallout.”
3) Train Your Teams for Quick and Effective Responses
As part of a proactive approach to crisis management, be sure to provide extensive training to frontline communications employees. When crises occur, there won’t be enough time to dedicate to things like media training, so it’s best to get this done early. This also allows enough time for employees to master the relevant skills.
4) Utilize Digital Tools to Monitor and Manage Issues
Just as digital tools make it easier for negative stories to spread, they can also play a big role in helping you contain and respond to them.
Media monitoring tools provide real-time alerts every time your business is mentioned online, helping you get a head start on potential crises. Additionally, social media and other digital tools can provide an efficient way to get your messaging across. Ensuring the usability of your digital monitoring tools is key to quickly identifying and addressing potential issues before they escalate.”
Max Tang, CMO at GEEKOM, remarks, “You can use digital platforms like social media to provide information and manage perception. The ability to get your message out to millions of people worldwide by leveraging relevant, viral hashtags, developing an online community of your own, or even using paid ads can help provide a level playing ground for combatting negative narratives.”
A Case Study in Effective Handling of a Cancel Culture Crisis
Nike’s 2018 collaboration with Colin Kaepernick is one cancel culture crisis that was handled famously well.
Kaepernick’s views and beliefs on certain subjects, and Nike’s show of support for those views caused split reactions with some members of the public opposing these views, and others, supporting them.
By the end of the saga, despite the initial threat of getting cancelled, Nike emerged with a 31% surge in sales in that period, and a market value growth of $6 billion that year.
“From a crisis response perspective, Nike did two things correctly, says Rhami Aboud, CEO at Arch Web Design. “First, they listened to their key audiences and correctly assessed that their core target market would resonate more with Kaepernick’s views. They also seized the narrative with a series of PR and communications initiatives that used the art of storytelling to pass on their messaging in the most relevant manner to this audience.”
Final Thoughts
Cancel culture poses a significant risk to which every organization must be prepared to respond. As with most business challenges, being well-prepared can give you a significant advantage. The tips we’ve shared in this article will help you prepare for any unexpected cancel culture situations. Remember to apply them proactively so that your team is prepared to execute these tactics well ahead of any crisis. For more tips, check out this guide to managing a PR crisis.
