7 Steps CMOs Should Take During Crisis [2026]

By their very nature, Crises test the mettle of organizations and the teams that lead them. For Chief Marketing Officers, these periods demand a blend of strategic foresight, adaptive communication, and empathetic leadership. The role of a CMO transcends managing the marketing mix in today’s digital and interconnected world; it involves being a custodian of the brand’s reputation, a navigator of customer sentiments, and a visionary leader who can identify and seize opportunities even in the darkest of times. In a crisis, a CMO’s actions—or inactions—can significantly influence the public’s perception and, ultimately, the organization’s resilience and capacity for recovery.

The imperative for CMOs is to react and lead with a clear vision. This involves understanding the nuances of the crisis, the concerns of stakeholders, and the evolving market dynamics. It’s about crafting messages that resonate, offer reassurance, and provide clarity. It’s about making decisions that protect the long-term interests of the brand while addressing short-term challenges. And perhaps most importantly, it’s about demonstrating empathy and solidarity, showing customers and employees they are valued and understood.

 

The 7 Steps CMOs Should Take

1. Rapid Response and Assessment

a. Accurate Assessment: Accurate assessment involves the immediate impacts and forecasting long-term effects on brand reputation and business operations. Utilizing tools like social listening and market analysis can help CMOs gauge the severity and spread of the crisis, enabling targeted responses that address both short-term damage control and long-term strategic adjustments.

b. Immediate Action: In any crisis, the speed of response from a Chief Marketing Officer (CMO) is crucial. The faster a CMO can act, the greater their influence over the unfolding story. Deloitte’s crisis management survey highlights that organizations with a dedicated crisis management team resolved crises 38% more effectively than those without. Establishing a crisis response team that includes key marketing personnel, PR experts, and other stakeholders can streamline decision-making and action plans.

 

Example: Toyota’s Accelerator Pedal Crisis (2010)

Toyota faced a crisis when reports emerged that several models had issues with sudden unintended acceleration. Toyota’s rapid response included recalling 8.8 million vehicles globally and suspending sales of affected models. Their quick assessment and response helped mitigate long-term damage to their reputation for safety and reliability.

Role of the CMO: The CMO at Toyota played a crucial role in managing the company’s image and communication strategy during the crisis. They coordinated the global recall communications, ensuring that messages were consistent and clear and conveyed Toyota’s commitment to safety and quality. The CMO also worked closely with PR and operations teams to provide real-time updates to the public and stakeholders, maintaining transparency and rebuilding trust.

 

Related: Should CMO Consider Therapy?

 

2. Transparent and Consistent Communication

a. Crafting the Message: Communication’s tone, timing, and transparency can significantly affect stakeholder trust. For example, during the 2010 BP oil spill, BP was criticized for its delayed and defensive response, further damaging its reputation. Conversely, Johnson & Johnson’s handling of the 1982 Tylenol tampering crisis is often cited as a benchmark in crisis communication, largely due to their immediate, transparent, and consumer-first response.

b. Consistent Updates: Regularly updating stakeholders helps to manage expectations and reduce uncertainty. Multi-channel communication strategies, including press releases, social media, email, and direct communication, can ensure messages reach all relevant parties effectively.

 

Example: Johnson & Johnson’s Tylenol Crisis (1982)

When cyanide-laced Tylenol capsules resulted in seven deaths in Chicago, Johnson & Johnson issued a nationwide recall of Tylenol products, demonstrating transparency and concern for public safety. Their consistent updates and transparent communication throughout the crisis are considered a benchmark in crisis management.

Role of the CMO: During the Tylenol crisis, the CMO was pivotal in crafting a communication strategy prioritizing public safety over profit. By deciding to pull Tylenol from shelves nationwide and being transparent about the investigation, the CMO helped reinforce Johnson & Johnson’s image as a responsible and customer-centric company. The CMO’s leadership in crisis communication set a new standard for corporate response to public health crises.

 

3. Prioritize Customer Needs and Safety

a. Empathy and Support: Demonstrating genuine concern for affected individuals humanizes the brand. During the COVID-19 pandemic, Airbnb introduced a cancellation policy that favored guests, allowing them to cancel bookings without penalty, which was widely praised for its empathy and customer-centric approach.

b. Adapt Services or Products: Creativity amid a crisis can open up substantial opportunities for businesses. For instance, during the COVID-19 pandemic, restaurants shifted to delivery or takeaway models, and some distilleries started producing hand sanitizers to meet demand.

 

Example: Airbnb’s Pandemic Response

During a pandemic, Airbnb updated its cancellation policy to allow guests to cancel bookings for full refunds, prioritizing customer safety and needs over profits. This move was widely praised and helped maintain customer loyalty during a difficult period.

Role of the CMO: Airbnb’s CMO led the initiative to revise the company’s cancellation policy in light of the pandemic, prioritizing customer needs and safety. This involved a significant marketing communication effort to inform guests and hosts about the new policies, manage expectations, and mitigate potential backlash. The CMO’s role was critical in maintaining brand loyalty and trust during global uncertainty.

 

Related: How to Write an Impactful New CMO Press Release?

 

4. Leverage Digital Platforms

a. Digital Engagement: The shift towards digital platforms has accelerated, making digital engagement more critical. For instance, Nike’s increase in digital engagement during the pandemic, including online workouts and app-based community challenges, helped boost their online sales by 82% during the first quarter of 2020.

b. Social Media as a Tool: Real-time interaction on social media can provide immediate feedback and help manage public sentiment. It’s also an excellent platform for humanizing the brand through stories, behind-the-scenes looks, and customer engagement.

 

Example: Nike’s Digital Engagement during a Pandemic

Nike increased its digital engagement through online workouts and app-based challenges during a pandemic. This approach sustained customer interaction throughout lockdown periods, leading to a notable surge in online revenue.

Role of the CMO: Nike’s CMO spearheaded the shift towards increased digital engagement in response to the pandemic. This involved rapidly enhancing the brand’s online presence, launching virtual training sessions, and engaging with customers through digital platforms. The CMO’s focus on digital transformation ensured Nike stayed relevant and continued to engage its customer base despite physical store closures.

 

5. Reassess and Adapt Marketing Strategies

a. Budget Reallocation: Flexibility in budget allocation allows CMOs to pivot strategies as needed. For example, reallocating funds from offline marketing to digital platforms can maximize reach and engagement when traditional channels are less effective.

 b. Pivot Campaigns: Adjusting marketing messages to align with the current sentiment is crucial. KFC suspended its “Finger Lickin’ Good” campaign at the start of the COVID-19 pandemic, recognizing that the message was inappropriate given health recommendations about hand hygiene.

 

Example: KFC’s “Finger-Lickin’ Good” Campaign Pause

At the onset of a pandemic, KFC paused its “Finger Lickin’ Good” campaign, recognizing that promoting finger-licking during a global health crisis was inappropriate. This decision to reassess and adapt their marketing strategy was crucial in maintaining brand sensitivity to global events.

Role of the CMO: The decision to pause the “Finger Lickin’ Good” campaign amid a global health crisis demonstrated the CMO’s strategic foresight and sensitivity to public sentiment. The CMO led the marketing team in quickly pivoting their strategy, ensuring that all communications were appropriate to the context of the pandemic, thus preserving the brand’s reputation and aligning with global health guidelines.

 

Related: How Can CMO Control Anger Issues?

 

6. Foster Team Collaboration and Morale

a. Internal Communication: Keeping communication channels with the team open is essential for boosting morale and productivity. Frequent updates, online gatherings, and team check-ins help keep everyone in sync and motivated.

b. Empower Teams: Providing teams with the necessary tools and resources to adapt to new working conditions or project requirements can keep operations smooth. For example, offering remote work options, flexible hours, and mental health support can help maintain productivity and morale.

 

Example: Google’s Work-from-Home Support

Google was one of the first major companies to allow its employees to work from home. They provided employees with allowances to set up home offices, fostering team collaboration and morale by ensuring their employees had the necessary tools to work effectively from home.

Role of the CMO: While not a marketing crisis per se, Google’s CMO played a role in internal marketing and communication strategies to support employee morale and productivity. This involved communicating Google’s work-from-home policies, ensuring employees felt supported, and fostering a positive company culture despite the shift to remote work. The CMO’s involvement in internal communications was crucial for maintaining employee engagement and productivity.

 

7. Plan for Recovery and Post-Crisis Growth

a. Long-term Vision: Planning for recovery should start as soon as possible. This includes reevaluating the company’s position in the market, potential shifts in consumer behavior, and opportunities for innovation that may arise from the crisis.

b. Continuous Learning: Implementing a post-crisis review process to analyze what worked and what didn’t can provide valuable insights. This reflective practice can improve crisis management protocols and more resilient marketing strategies.

 

Example: Delta Air Lines’ Post-9/11 Recovery

Following the September 11 attacks, the airline industry faced an unprecedented crisis. Delta Air Lines quickly began planning for recovery, focusing on safety measures, financial stability, and eventually, expanding their route network. Their strategic planning and adaptability allowed them to recover and grow in the years following the crisis.

Role of the CMO: In the aftermath of 9/11, Delta Air Lines’ CMO was instrumental in rebuilding passenger confidence in air travel. This included marketing campaigns focused on safety, flexibility in booking policies, and enhancing customer service. The CMO worked closely with operations and safety teams to communicate Delta’s commitment to passenger safety, playing a key role in the airline’s recovery and growth strategy post-crisis.

 

Related: Pros and Cons of CMO Coaching

 

Conclusion

Navigating a crisis requires more than just a strategic playbook; it demands a leadership ethos characterized by resilience, agility, and empathy. The seven steps outlined provide a framework for CMOs to guide their organizations through turbulent times, but the true test lies in the execution. In the heat of the crisis, the depth of a CMO’s vision, the strength of their strategies, and the authenticity of their communication are truly tested. Successful navigation through a crisis can safeguard an organization’s reputation and market position and enhance its brand equity and customer loyalty in the long run.

Moreover, crises often bring to the fore opportunities for innovation and transformation. For CMOs, this means defending the brand and reimagining its future. By staying true to their brand values, listening intently to their customers, and adapting with agility, CMOs can turn today’s challenges into tomorrow’s growth opportunities. In doing so, they underscore the critical role of marketing not just as a sales driver and a force for brand resilience, customer engagement, and strategic leadership within their organizations.

In the final analysis, CMOs’ steps during a crisis are not just about managing a difficult period. They are about leading with purpose, vision, and empathy—qualities that define successful marketing leaders and great organizational leaders. As the corporate world continues to navigate uncertainties, the role of the CMO as a strategic, empathetic, and visionary leader has never been more critical.