Communications during a crisis need to be clear, empathetic and sense-checked for rebound risk as any specialist PR expert will tell you. Sadly Center Parcs was one of a number of organisations who didn’t quite get these ingredients right in their clunky handling of a self-inflicted furore this week.
The Center Parcs team caused anger and confusion when attempting to correct an earlier contentious position regarding the proposed closure of their facilities on Monday 19th September, out of respect for the funeral of Queen Elizabeth II.
After an eruption of online outrage following the announcement that holidaymakers would have to vacate their lodges for the day, an inevitably swift U-turn followed. However, this wasn’t the end of the PR headache for the company which prides itself on providing relaxation and escapism for all.
The team at the short-break holiday company took to Twitter to calm the brewing storm – only to provoke fresh backlash. Replying to one tweet of outrage, the company said:
“We recognise leaving the village for one night is an inconvenience, we have listened and made the decision to allow guests to remain on village on Monday, however, the village will still be closed, so guests will need to remain in their lodges.”
The prospect of guests being locked in their cabins led to further incredulity and required a follow-up tweet apologising for the miscommunication.
Center Parc’s clumsy engagement was sadly not unique, as a similar blunder from the Met Office shows. Its Twitter account recently posted:
“As a mark of respect during this time of national mourning we will only be posting daily forecasts and warnings.”
What the national weather service meant to say was that it would not be providing additional lighthearted content during the national period of mourning, aside from its regular weather service. However, due to its lack of clarity, followers quite reasonably took the tweet to mean that the public would only be informed of the weather one day at a time.
Whilst brands such as Center Parks were undoubtedly looking to support staff loyal to the Queen when formulating their original closure policies, it’s little wonder they faced ridicule having completely failed to balance this intention with consideration for the practical needs of their all-important customer base. The impact of corporates’ decisions on their consumers should be paramount, with plans stress-tested by the communications teams before any announcements are made. It’s simply PR 101.
Failure to do so in these cases has turned an act of respect and reverence for the passing of the reigning monarch and head of state, into an exercise of alienation, from which it is hard to recover. We’re keeping our eyes out for smart Center Parcs advertising in due course – perhaps poking fun at itself in recognition of its right royal muck up.
16th September 2022