by Molly George
Turkey. Mashed potatoes. Green bean casserole. Fighting with grandma.
No matter how you celebrate Thanksgiving, you’re likely to get a serving of at least one of these come the last Thursday in November (or the second Monday in October for our Canadian friends).
Thanksgiving dinner is a bit of a paradox in this way. It’s a day set aside each year for expressing gratitude and giving thanks to our loved ones, but it’s in equal measure a day full of arguing with those same loved ones and storming off for some alone time.
Family gatherings are often a recipe for contentious discussions and differing opinions. Keeping the spirit of the holiday alive can prove extremely difficult – you may even start to feel like a crisis negotiator in your own home!
Suffice it to say, Thanksgiving dinner can feel a lot like navigating crisis communications for your brand. It requires us all to take a breath, think before we speak, and work to de-escalate any adverse situations.
Don’t believe us? Here are three ways in which Thanksgiving and crisis comms are eerily similar:
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Tough conversations are inevitable.
No matter what rules you set before sitting down to eat (e.g. “No political talk”; “We’re not discussing what your cousin said to you at your wedding”), you’re going to have some uncomfortable conversations. Topics that are “off limits” will always come up, and you may notice people’s emotions start to run high – including your own.
The same is true when steering your brand through a crisis event. You’re going to face difficult questions from stakeholders, media outlets, employees, customers, and so on. The key is to stay calm, respond thoughtfully, and lean on your predetermined messaging rather than reacting from a place of emotion.
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Not everybody needs to be involved.
Certain conversations aren’t for everybody’s ears. Looping in people who don’t need to be looped in can lead to drama or disproportionate reactions. Maybe you don’t want a particular uncle listening in when you’re chatting about a new job opportunity because he doesn’t approve of your career path. Instead of giving him the opportunity to share his opinions on your professional life, save this topic for a side conversation.
In crisis communications, the goal is likewise to keep the involved team as small as possible to limit escalation risks. If certain areas of the business don’t stand to be impacted, then there’s no reason to get them involved. Let them focus on their regular responsibilities to maintain business continuity while you and your crisis team handle the situation. This will prevent additional chatter about the event, both internally and externally, and save you from cleaning up more messes down the line.
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You’ll have to let some things slide.
We hate to break it to you, but you’re not going to win every single debate, no matter how strong your talking points are! If your mother-in-law broaches a political topic that you fundamentally disagree with, odds are you’re not going to change her mind by the time pie is served. You may even escalate things beyond control if you respond. Sometimes, it’s better to let comments go unaddressed.
Knowing when a crisis warrants a response can be tricky. Often, the best response is no response at all. It’s your responsibility to evaluate each and every crisis individually. Once you’ve come to fully understand the situation, then it’s time to decide what action to take.
The Crisis Communications Playbook
While Kickstand can’t help you navigate uncomfortable interactions with your loved ones, we can help you become an expert in crisis communications for your business. With a solid plan in place, crisis management is as easy as…well, you know.
Download our Crisis Communications Playbook today for everything you need to know about tackling a crisis. Who knows – you may even learn a few skills for the dinner table!
