Marketing isn’t hard; it’s complicated.
In a country as small as New Zealand, a “digital crisis” isn’t just a bad comment on a post; it is a screenshot shared in a private WhatsApp group that travels faster than your ability to delete it.
In this episode, we discuss why crisis management isn’t about “PR spin”, it is about maintaining integrity under pressure.
What You’ll Learn in This Video:
The “Two-Degree” Echo Chamber:
We face a “Small Town” penalty where news spreads instantly. If you mess up in Auckland, the person at the Bunnings checkout might hear about it by the afternoon.
The 5 C’s Framework:
We break down the essential steps for crisis communication: Care, Commitment, Consistency, Coherence, and Clarity.
Empathy First:
The first 60 minutes of a crisis are about feelings, not facts. If a customer is upset, quoting technical logs is a failure; you must start by saying, “We hear you, and we’re genuinely sorry”.
Silence is Guilt:
The worst strategy for a Kiwi brand is “ghosting.” In the New Zealand context, silence is interpreted as guilt. Even if you don’t have the answer yet, you must speak up to say you are working on it.
Turning a Mess into a Message:
Trust isn’t built when things go right; it is built when things go wrong and you show up anyway. A well-handled mistake can turn a critic into a “Super-Advocate,” shifting the relationship from vendor to partner.
Stop Guessing, Start Owning.
At Refinery23, we believe that crisis management is about listening over speaking. Great implementation means having a plan before the storm hits so you can speak with one voice. When you stay grounded and authentic, you can turn a potential disaster into a 5-star story.
Are you ready to build a brand that survives the storm?
As a Fractional CMO, I help you build the resilience and strategies needed to navigate the “two-degree” world of modern business.
Let’s ensure your reputation is built on trust, even when things go wrong.
Book a Meeting with Refinery23 to discuss your crisis management strategy today.
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