This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility: When a company suffers a cyberattack, leaks customer data or faces a major public scandal, telling the truth is essential. But new research suggests it is not enough on its own: organizations also need to communicate early, treat people with respect and show how they intend to put things right.
The study, led by researchers at the University of Portsmouth, identifies six principles that can help businesses communicate honestly during a crisis and rebuild relationships with the people affected. The study is published in the journal Cogent Business & Management. The findings come at a time when well-known U.K. retailers like Marks and Spencer and Asos have recently faced cyberattacks, data breaches or operational disruption, putting their communication with customers under intense scrutiny.
Customers and other stakeholders affected by a data breach need more than a notification that their information may have been compromised. They want clear explanations, regular updates, an acknowledgment of the impact on them and reassurance that meaningful action is being taken. Drawing on interviews with 20 marketing practitioners, the researchers identified six principles of honest crisis communication.
They reveal that truth-telling alone is insufficient and that honesty—as a communication strategy—requires balancing multiple principles in crisis response. While many of these principles reflect established ideas about transparency, trust and accountability, the researchers highlight three that deserve greater attention: being proactive, communicating respectfully and focusing on solutions. Together, they point to what the researchers describe as collaborative relationship building involving stakeholders, listening to their concerns and working toward constructive solutions, rather than simply trying to protect an organization's reputation.
Jason Sit, of the School of Strategy, Marketing and Innovation at the University of Portsmouth, said, "Honesty in a crisis is about much more than making a statement or admitting that something has gone wrong. People want to know what has happened, what it means for them and what an organization is doing to put things right. Our findings show that being proactive, respectful and focused on solutions is just as important as being transparent." The research could help organizations rethink how they respond when things go wrong.
In the case of a cyberattack, for example, this could mean providing timely updates even when all the details are not yet known, being clear about what customers should do to protect themselves and explaining what is being done to strengthen security. The study also highlights the importance of treating crisis communication as a meaningful way to maintain relationships, not simply manage reputational damage. A company's response can influence whether customers feel ignored or supported, and whether trust can be rebuilt over time.
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