To be a successful brand, reputation is everything. The slightest bit of dissonance can cause doubt and increase expectation that can often be difficult to manage.
From the moment of doubt a single misstep can lead to further PR crises that not only damage every investment you made in the brand but also alienates your loyal base of customers.
The recent controversy surrounding Ticketmaster’s dynamic pricing for the Oasis’ reunion tour tickets serves as an example of how quickly public sentiment can turn. The current media hype around fans being outraged as the price of standing tickets surged from £135 to as much as £355, has created an unnecessary sour taste in the mouths of many.
“As one of the lucky ones to secure some tickets for this long-awaited reunion, I can say that I was so relieved to get them that I think I would have paid beyond the odds anyway.” expressed Susan Anderton, founder of The Brand Marquee.
As a fan, a proud Manc and an expert in brand reputation, her perspective has been bittersweet.
“As a big fan of Oasis, I was prepared. Our whole family was ready and online from the early hours, all with a maximum spend in mind. In fact, the spend was the main topic of conversation as we knew it would exceed expectations. After arriving in Manchester last week, the first question my brother asked was ‘what’s your budget?’”
“Prices for Younger Generations were Half The World Away from Being Realistic”
“What stood out to me was the messaging around ‘fairness’ leading to the ticket release. Some die-hard fans even suggested that priority should be given to those who were fans in the ‘90s. Whilst I didn’t agree with this, believing that every fan should have a chance, the pricing effectively pushed out the younger generation. Ironically, millions of the next gen waited for many hours, only to decide against buying tickets due to the inflated prices. This system has, by default, cut out the new generation of fans.”
From a brand perspective, for business professionals and owners, this highlights the importance of understanding your audience and not forgetting how you made it successful in the first place – through an existing fan base. Therefore, in this instance, honesty is the best policy.
Here’s why being upfront and transparent can help turn a communications nightmare into an opportunity for regaining trust and credibility.
Speak out with transparency
Effective communication is the cornerstone of any successful brand strategy, especially during a PR crisis. When faced with public backlash, addressing the issue head-on can mitigate damage and restore faith in your brand. In the case of Ticketmaster, the company defended its dynamic pricing system by explaining that prices are set closer to “market value” to discourage ticket touts. While this explanation may not have satisfied all critics, it was essential for the company to provide a rationale for their actions, and Oasis are yet to comment at all, which considering artists have the option of determining dynamic pricing, seems a misstep.
Key Takeaway:
Transparent communication can defuse tension and provide clarity, which is crucial in maintaining trust.
Why Honesty Matters
Honesty creates trust, and trust is the foundation of customer loyalty. In a world where information spreads like wildfire, businesses can’t afford to be anything but transparent. When Oasis fans discovered the surge in ticket prices, some felt deceived and exploited. This kind of sentiment can quickly escalate, leading to long-term damage to your brand’s reputation and puts unnecessary pressure on the brand’s need to fix it.
Key Takeaway:
Being honest about your practices, even if they’re unpopular, shows that you respect your customers and are committed to ethical business operations.
How to Navigate a Communications Crisis with Honesty
1. Acknowledge the Issue
The first step in handling any communications crisis is to acknowledge the problem. Ignoring it or downplaying its significance can exacerbate the situation.
Example: Ticketmaster publicly addressed the dynamic pricing issue by explaining their rationale behind it. Although this didn’t completely quell the backlash, it was a step towards transparency.
2. Provide Clear and Credible Explanations
Offer a straightforward explanation for your actions. Customers appreciate understanding the ‘why’ behind your decisions, even if they don’t agree with them.
Example: Ticketmaster explained that dynamic pricing is designed to reflect market demand and discourage ticket reselling. This clear explanation provided context for their actions.
3. Take Responsibility
If your company has made a mistake, own up to it. Apologising and taking responsibility can go a long way in mending trust.
Example: In cases where companies have successfully navigated PR crises, taking responsibility and offering a sincere apology has often been the turning point in regaining customer trust.
4. Engage with Your Audience
Actively engage with your customers through social media, emails, or public statements. Listening to their concerns and responding thoughtfully can help rebuild trust.
Example: Amid the backlash, Ticketmaster could enhance their engagement by responding to individual complaints and providing more personalised customer service.
5. Show Commitment to Change
Demonstrate that you’re taking steps to address the issue and prevent similar problems in the future. This shows that you’re proactive and committed to improvement.
Example: Ticketmaster could consider offering a more transparent pricing model or additional customer benefits to soften the impact of dynamic pricing.
Navigating a communications crisis isn’t easy, but honesty and transparent communication are your best tools for mitigating damage and maintaining trust. The Ticketmaster and Oasis saga underscores the importance of being upfront with your customers. By acknowledging issues, providing clear explanations, taking responsibility, engaging with your audience, and showing commitment to change, you can turn a potential disaster into an opportunity for growth.
It is highly likely that the band loved by its fans is going to make a gesture that will result in fixing this unnecessary backlash. After all they are the people’s people. All of this could have been avoided with a little bit more confidence and a little less arrogance – but hey, that’s rock n roll.
The Oasis team will fix it as even they know honesty isn’t just the best policy—it’s the foundation of their brand’s success.
