We are increasingly asked about the role of video in crisis communication.
Can it help you control the narrative and get your message to more people when you are in the spotlight?
Can it help you better connect with customers and supporters when you are under intense scrutiny?
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Well, it is something we see more organisations use as part of their response.
Starbucks, Celtic Football Club and Southwest Airlines are some of the well-known brands that have used them.
On the heels of wide-scale disruptions, we're working diligently to Safely recover our operation & accommodate displaced Customers & Crews. We know this is unacceptable & sincerely apologize. If your travel was impacted, explore self-service options here: https://t.co/B6L8HR9Yqc pic.twitter.com/mLWndYMned
— Southwest Airlines (@SouthwestAir) December 28, 2022
But no one does apology videos quite like YouTube stars.
The channel is full of videos from some of its biggest stars saying sorry, including Elle Darby, PewDiePie, Logan Paul and Shane Dawson.
And last week, an apology video from KSI attracted huge numbers of viewers and was covered extensively in the mainstream media.
The social media star apologised after using a racist slur in a recent video alongside fellow influencers The Sidemen during a Countdown-style letters game.
The millionaire, whose real name is Olajide “JJ” Olatunji, read from a script during the video released on the Freddit Talks Fighting YouTube channel a few days later.
Here’s an extract:
"I want to express my heartfelt regret for what I said and I want you to know that I am genuinely ashamed and deeply sorry for any pain or suffering I have caused.
"I realise that my words have consequences and as a public figure (I have) a responsibility to use my platform for good rather than perpetuating discrimination - and this week I have failed to do this.
"Privately I have taken the time to engage in very early conversations with some people from South Asian communities and will continue to do so in the coming weeks and months ahead.
"I will continue to educate myself on the rich history and culture of South (Asia) and the struggles faced by its people. I am committed to doing better, being a better ally and using my platform to uplift marginalised voices."
What do you think?
We’ve covered plenty of apologies in our crisis communication training blogs before.
And there are parts of this I like.
During our crisis communication training courses, we stress apologies must sound sincere and empathetic.
And that came across here. KSI’s tone and body language reflected someone who was genuinely sorry.
Another critical component of an apology is action. What are you going to do to make sure this doesn’t happen again, and how can you prove that?
KSI spoke of a commitment to doing better. And has backed that up by visiting a mosque in Bradford.
A video of the trip to the Al-Hikam Institute has received millions of views. And mosque elders have given interviews and spoken about the YouTuber “educating himself”.
KSI visits mosque as he admits he has to learn about other cultures after using racial slur on Sidemen videohttps://t.co/kYdCrSM1YT
— LBC (@LBC) April 5, 2023
The part-owner of the Prime drinks company has also announced he is taking a break from social media.
Could he have done better?
Well, KSI’s apology was more than 330 words. But the crucial word – sorry – didn’t appear until more than 130 words into the video.
Whether it’s an apology video, interview or statement, we advise our clients to say sorry first.
It shows your customers and supporters are utmost in your thoughts, you understand the severity of what has happened and the impact it has had.
KSI started the video by saying he would read the statement because he wanted to “express myself clearly” and “cover everything I want to say.”
You can understand that explanation. But there’s also an argument that not reading a scripted apology would have felt more heartfelt and authentic.
So, what does this mean for brands?
Are apology videos an increasingly important part of the crisis communication arsenal?
Well, they have a role to play.
Done well, video apologies enable brands to apologise to customers directly in a personal way – it can almost feel face-to-face.
It also shows visible leadership.
But apology videos need to work alongside interviews and statements.
Remember, in a crisis, you need to be responsive. Videos can take time to create (more on this later). And when you stay silent, you can lose control of the narrative as gossip and rumour set the agenda.
Additionally, if you released a video but didn’t put a spokesperson forward to speak to journalists, there could be a perception you are trying to avoid scrutiny and uncomfortable questions – not a good crisis media management look for any organisation.
So, what makes a good apology video?
One of the issues with YouTube influencer apologies is they appear formulaic.
Research has shown that most apologies on the channel include someone saying sorry four times, with at least one apology by the three-minute mark.
Stars also opt for ‘home clothes’ and no makeup. And there is a focus on mortification with a promise to improve.
Videos that don’t feel believable tend to be called out. So, avoid the formula and focus on appearing real.
Use a guide instead of a script.
Reading from a script can detract from the authenticity and make apology videos appear less heartfelt.
A guide will help ensure the video includes all the crucial content while enabling the spokesperson to put the message in their own words, show vulnerability and appear genuine.
That guide could be based on our CARE model (Compassion, Action, Reassurance, Examples).
Start with compassion. Show what action you are taking to resolve the situation and prevent something similar from happening in future. Provide reassurance by putting the incident into context and showing it is isolated (if it is). And support it with examples - include details of the steps taken in response to the incident, examples of the company’s previous good safety record, for example, and how it is taking care of those affected.
If you decide an apology video is part of your crisis communication strategy, keep it succinct. People have limited attention spans, especially online.
And don’t forget the subtitles – most people watching on mobile devices will have the sound turned off.
If video is part of your crisis communications strategy, it is an excellent idea to have someone trained internally in your comms team to wield a camera. With the right knowledge and equipment (lighting, microphones, tripods etc) it is possible to achieve professional results using a modern smartphone or tablet. But this must not look or feel like a homemade YouTube video. You must retain your brand values and maintain high production values.
If you want to learn more about how Media First can help train your comms team to create, edit and produce professional videos on a mobile phone, get in touch now.
Media First are media and communications training specialists with more than 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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