Crisis Communication is the action taken in response to a so-called ‘PR disaster’ or any potentially serious damage to a brand’s reputation. The purpose of Crisis Communication is damage control and even reputation salvation through strategic communication with consumers.
One of the best recent cases of Crisis Communication was KFC’s response to running out of chicken by turning the issue into funny advertorial and social media content; laughing at their own mistake while taking full ownership. As a result, the company garnered more press and likely increases sales once the issue was resolved as a result of turning negative stories into positive marketing messages.