What do you say when everything’s going wrong — and how do you say it without sounding like a corporate robot?

In this episode of Dear Comms…, Imogen and Amanda dig into the language of crisis. From holding statements and empathy to legal sign-off and tone, they explore what makes a message land when the pressure’s on. Expect practical frameworks (the four Cs: concern, control, clarity, commitment), a few “please never say this” examples, and a reminder that silence and legalese can do more damage than the crisis itself.

Useful info:

WINS

American Airlines (2025 midair collision)
After a tragic midair collision, American Airlines swiftly activated its crisis plan. CEO Robert Isom delivered a heartfelt video within hours, expressing condolences and promising transparency during the investigation. The response was praised for its empathy and clarity and reputation metrics stayed steady.
Axios

London Drugs (2024 cyberattack)
When a ransomware attack forced temporary closures, the retailer communicated promptly with customers and staff. They engaged cybersecurity experts, maintained pharmacy access, and issued transparent updates - preserving trust in a tough moment.
solvcommunications.ca

Jet2 TikTok response (2025)

When Jet2’s jingle “Nothing beats a Jet2 holiday” was hijacked on TikTok to highlight travel chaos, their agile response won hearts. Rather than push back, they leaned into the meme -posting tongue-in-cheek content, engaging creators, and restoring engagement.
PR.co

FAILS

CS Energy (2025 power station explosion)
After a blast, internal holding statements remained unpublished for nearly a week, despite being prepared. The delay sparked public outcry and internal shakeups, revealing a breakdown in both corporate culture and trust.
The Courier-Mail

Social Media Tone Gone Wrong: British Museum (2024)
A tongue-in-cheek meme aimed at riding a TikTok trend backfired spectacularly when the comment about women visiting exhibitions to meet men was labelled sexist. Their delayed apology only made matters worse.

American Eagle “Great Jeans” campaign (2025)

An ad intended as a playful pun ("Genes"/"Jeans") sparked fierce backlash for perceived eugenic undertones. Their dismissive response—“It’s about the jeans”—only amplified the criticism and drove media uproar.
PR.co

Astronomer’s Kiss-Cam Scandal (2025)

At a Coldplay concert, Astronomer Inc.'s CEO was caught on a public kiss-cam with the head of HR. The incident triggered questions about ethics and workplace culture. Their unprepared reaction and lack of tran

Imogen Hitchcock and Amanda Pierce have a clear purpose: creating communications (and communicators) that spark action, drive growth, and build lasting influence. Between them, there’s not a question or crisis they haven’t faced. From the everyday “could you just…” to high-stakes challenges, they’re here to share their insights and help you thrive.

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