People often want to focus on communicating their intent. These messages feel good. They often don’t work. If you want the right words to drive behavior change, leave your motives behind and make the message about the audience.
Address the Four ‘U’s of Ambiguity to give your team a sense of control.
Three lessons learned in the process of reinventing our business
In the heat of a crisis, the knee-jerk responses from companies to defend themselves usually backfire. A better approach is to learn from past mistakes to respond the right way today.
While Uber’s apology to the city of London was a step in the right direction, there’s always room for improvement, and key ways they could make their response even better.
Today, in a marketing culture driven by short-form, shareable content – not to mention short attention spans – it all comes down to using the right words.
It seems that apologies are in the headlines every day. For any company, apologizing is one of the hardest things to communicate – there is no instance where the words you use are more important than when your company has (or is perceived to have) something to apologize for. Because how a company crafts an apology can make or break their reputation.
If crisis response is so obvious, why do so many people still get it wrong? Leaning on decades of behavioral science research, we’ve identified how to assess the issue, and get the message right.
In the post-trust era we live in, where large companies face skepticism for every message or action, some advertising campaigns not only get it right, but stand the test of time.