Redefining honesty in a crisis: Why truth alone is not enough

When a company falls victim to a cyberattack, leaks customer data, or experiences a major public scandal, honesty is crucial. However, new research suggests that truth alone is not sufficient for effective crisis communication. A study led by University of Portsmouth researchers identifies six principles to help businesses communicate honestly during a crisis and rebuild relationships with affected individuals.

The findings, published in the journal Cogent Business & Management, come as several U.K. retailers, including Marks and Spencer and Asos, have recently faced cyberattacks and data breaches, prompting scrutiny of their communication strategies.

While transparency remains important, the researchers emphasize that honesty requires balance and the inclusion of additional principles to truly rebuild trust. Among the identified principles, being proactive, communicating respectfully, and focusing on solutions take on heightened significance. These insights challenge the notion that organizations should solely focus on reputation preservation during a crisis.

Instead, the study advocates for a collaborative approach that involves stakeholders, listens to their concerns, and works towards constructive solutions.

Dr. Jason Sit, from the University of Portsmouth's School of Strategy, Marketing, and Innovation, explains that honesty in a crisis involves more than merely acknowledging an issue. People want to understand the implications of the incident and the steps an organization is taking to rectify the situation. The research highlights the importance of being proactive, even when all the details are not yet known.

This means providing timely updates, explaining the impact on customers, and outlining what is being done to enhance security.

The study also underscores the significance of treating crisis communication as an opportunity to maintain relationships, rather than simply managing reputation damage. A company's response can either reassure and support affected individuals or leave them feeling ignored and unsupported. By adopting a framework guided by these communication principles, organizations can demonstrate genuine concern for their stakeholders and work towards rebuilding trust over time.

In summary, this research provides a comprehensive communication framework for organizations navigating crises. By adopting the identified principles of proactive updates, respectful engagement, and solution-focused communication, businesses can move beyond mere truth-telling and actively rebuild relationships with those affected by a crisis.