Chapter 20: Ethics in Crisis Management

Key Takeaways - Truth is the foundation: Ethical crisis management is built on truth and transparency, even when it is difficult. - People first: The safety and well-being of customers and employees should always be the priority. - Long-term trust over short-term gain: Shortcuts like deleting comments or shifting blame cause greater damage in the long run. - The "Paris Model" of transparency: Full disclosure, no corporate-speak, deny the scoop.

When a crisis happens, the brands that survive are not those with the best spin, but those that tell the truth fastest. In the digital age, the truth will almost always emerge; the most ethical approach is also the most effective business approach.

The Guiding Principle: Truth and Transparency

• Tell the Truth: Do not lie, hide facts, or attempt to "spin" a story.
• Be Transparent: Be open about what happened and what you are doing to resolve it.
• Take Responsibility: If your company made a mistake, own it. A sincere apology is a powerful tool for de-escalation.

Example: Tylenol (1982) When seven people died from tampered capsules, Johnson & Johnson set the gold standard for crisis ethics. They immediately recalled 31 million bottles, prioritized customer safety over profits, and maintained open communication. Their responsible actions preserved the brand's trust for decades.

Ethical Crisis Response Checklist

• [ ] Is every claim in this statement 100% verified?
• [ ] Does this put people's safety and well-being first?
• [ ] Does this take responsibility rather than shifting blame?
• [ ] Is the message consistent with our company values?
• [ ] Would I be proud of this response in five years?

Unethical Practices to Avoid

• Deleting Negative Comments: Do not silence critics. (The only exception is for spam or hate speech).
• Creating Fake Reviews: This is deceptive and destroys credibility if discovered.
• Blaming Others: Take responsibility for your part in the problem.
• Making Empty Promises: Be realistic about what you can do and when.

Chapter 20 Toolkit: The Ethical Framework

Practical Exercises

Exercise 1: Ethical Response Writing A major bug in your app caused users to lose personal data. Write a statement of under 100 words that is truthful, apologetic without excuses, and clear about the steps being taken to fix it.

Exercise 2: Ethical Dilemma Role-Play Prepare a response for when a senior leader suggests deleting negative comments during a crisis. Practice explaining why this is wrong, what the risks are, and what the better alternative is.

DPRI CONNECTION

Ethical responses build long-term trust, which is the most sustainable form of reputation. In the DPRI framework, ethics impact Sentiment and Brand Perception metrics across all channels.

Next: Crisis management also has a legal dimension. Chapter 20A explores the intersection of Digital PR, Online Reputation, and the Law.