Conducting thorough investigations can help brands disclose accurate information amid crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 02, 2020, 6:10 AM UTC

Disclosing confidential information can be “grossly” irresponsible and unethical.

This article notes that when communicating during a crisis, brands must have accurate information, be ethical, and ensure the privacy of all stakeholders, rather than being transparent for the sake of it. While being transparent is vital for organisations to manage crises, there are often more complex situations.

Crises involve information like proprietary subject matters, competitive reasons, and employee and consumer data, which brands may not have the full liberty to reveal. Brands must take their time and conduct detailed investigations to make sure they don’t disclose any confidential information.

Building a process and timetable can help businesses share appropriate information about crises while maintaining discretion. The author contends that companies should have accurate information that can be shared with all concerned parties, without violating individual rights and legal rights.

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[4 minute read]