In the wake of The Wave’s closure, leading PR crisis communications expert highlights the need for clear and proactive crisis comms to minimise reputational damage.
Customers and employees of The Wave Bristol continue to face an uncertain future following the attraction’s sudden closure this month. After entering technical insolvency, the facility cancelled all bookings and is now being sold amid rows over finances, offering no clarity to those affected by the shutdown.
Whilst the series of events has been problematic enough from a financial perspective, a lack of communication and clarity has thrown the business leadership and reputation into further turmoil. For other businesses facing similar issues behind the scenes, putting a plan in place before the news hits the press is crucial, lest you risk losing control of the narrative and subsequent fallout completely.
Richard Merrin, CEO of Spreckley Partners, commented: “Being a high-profile and much-loved destination, the sudden closure of The Wave and subsequent media confusion highlights the importance of clear, proactive crisis communication.”
“While a social media statement was issued, the lack of detail and the concurrent website outage have likely fuelled confusion and speculation among customers and media alike.”
Richard advises that turbulent times must be countered with proactive crisis commentary, not just for the sake of clear lines of information, but to protect against long-lasting reputational damage.
“In moments like these, silence or minimal updates can be more damaging than the incident itself. A holding statement with a clear explanation, alongside visible leadership and media accessibility, would have gone a long way to build trust and manage the ongoing company reputation over the past week.
“Forgetting to have a backup channel for a clear line of information, through clear, pinned social posts supported with an FAQ or hotline, pulls the credibility of the leadership team into question, and damages their decision-making capabilities for the future.
“Transparency and empathy are key in managing public expectations and protecting long-term brand value. The Wave should now consider appointing a visible spokesperson, issuing a media Q&A and updating stakeholders regularly, even if the message is simply: ‘We’re still working on it — thank you for your patience.’ Forgetting your customer is the bottom line to ensuring that a temporary setback is a permanent one, as even in the event of a successful turnaround, they are unlikely to forget a bad interaction, especially when their money is involved.”
