Five Basic Principles of Crisis Communication

What we can learn from Target 

I’m a Target shopper.  I just love the place.  It’s the universal destination for everything you need in your universe.

So, when it was announced that criminals had gained access to shopper’s credit and debit card information — I was concerned, I had questions and I had real trepidation about continuing to shop at Target. And as a communications professional, I was profoundly interested in how Target was going to handle this massive crisis communications situation.

I quickly found the answer on page A7 of The Washington Post in the form of an open letter from Gregg Steinhafel, chairman, president and chief executive officer for Target.  The letter is a superb sample of Crisis Communication 101.

The letter answered my questions, provided solutions and instilled a renewed confidence in the company. Congratulations to everyone involved in the drafting, editing and publishing of this letter – job well done!

Just for fun… let’s break it down to understand how Target successfully embraced the five basic principles of crisis communication:

I. State the Facts

Dear Target Guest,

As you have probably heard, Target learned in mid-December that criminals forced their way into our systems, gaining access to guest credit and debit card information.  As a part of the ongoing forensic investigation, it was determined last week that certain guest information, including names, mailing addresses, phone numbers or email addresses, was also taken.

II. Take Responsibility

Our top priority is taking care of you and helping you feel confident about shopping at Target, and it is our responsibility to protect your information when you shop with us.

We didn’t live up to that responsibility, and I am truly sorry.

III. Communicate Action To Address Situation

Please know we moved as swiftly as we could to address the problem once it became known, and that we are actively taking steps to respond to your concerns and guard against something like this happening again.  Specifically, we have:

1. Closed the access point that the criminals used and removed the malware they left behind.

2. Hired a team of data security experts to investigate how this happened. The effort is ongoing and we are working closely with law enforcement.

3. Communicated that our guests will have zero liability for any fraudulent charges arising from the breach.

4. Offered one year of free credit monitoring and identity theft protection to all Target guests so you can have peace of mind.

In the days ahead, Target will announce a coalition to help educate the public on the dangers of consumer scams.  We will also accelerate the conversation-among customers, retailers, the financial community, regulators and others-on adopting newer, more secure technologies that protect consumers.

IV.  Express Responsiveness

I know this breach has had a real impact on you, creating a great deal of confusion and frustration.  I share those feelings.  You except more from us and deserve better.

V. Commit to Make Things Right

We want to earn back your trust and confidence and ensure that we deliver the Target experience you know and love.

We are determined to make things right, and we will.

Sincerely,

Gregg Steinhafel, chairman, president and chief executive officer, Target