One of the most frustrating things that a company can do during a time of crisis is not to acknowledge what is happening. As I have mentioned many times in my blog posts the social media climate has changed the way that people access and share information, and because of this companies must change the way they respond to crisis or scandal or get left behind in a cloud of public resentment.
In a post by the Bernstein Crisis Management team, they discuss how companies are hesitant to join the conversation during times of crisis, but how it is essential to the integrity of the company to release accurate and truthful information. There are so many examples today of companies who leave for the weekend and come back on Monday only to discover that a social media storm has engulfed them while they have been absent. A company who does not respond or communicate effectively is often seen as lacking empathy and responsibility.