Crises now punctuate the daily lives of brands. They arise without warning: negative buzz, logistical disruptions, social controversy, product incidents, internal tensions, societal events, regulatory changes.
In this unstable environment, influential communication is no longer just a tool for visibility. It has become a pillar for maintaining trust, reassuring audiences, and preventing silence from giving way to uncertainty.
Building an influence strategy in times of crisis is not just about reacting when the situation explodes. It's about anticipating, preparing the right channels, and building credibility that is strong enough to hold up when everything else is faltering. The brands that weather crises with the least damage are not those that communicate the most, but those that have built a reliable, consistent, embodied ecosystem.
At 18h08, France's leading influencer marketing agency, we help brands develop influencer strategies that can withstand the unexpected. The goal: to create an environment where their voice remains strong, even when the going gets tough.
1. A crisis reveals the true state of the relationship between the brand and its communities.
A crisis acts as a revelation. It highlights the brand's true place in the minds of its audience. If credibility is low, mistrust sets in. If the brand has already established a relationship of trust, communities will listen to it, even when the situation becomes complicated.
A solid influence strategy therefore begins before the crisis.
Brands that anticipate build a consistent, human, and sincere presence. They give space to creators, not just for product placements, but to tell the truth about what they do, how they produce, and why they make certain decisions.
Influence is not a shiny veneer.
It is a capital of trust that is built up over time.
When a crisis arises, this trust becomes the best defense.
2. Identify risks before they become visible
A resilient influence strategy relies on analytical skills. The brand must understand its areas of vulnerability and address them before a problem escalates.
The most common risks:
- an ambiguous perceived value;
- poorly selected creators;
- communication that no longer meets societal expectations;
- overly ambitious promises;
- a gap between rhetoric and internal reality;
- excessive dependence on a single creator.
A crisis influence strategy must therefore include continuous monitoring:
analysis of comments, recurring questions, weak signals, customer frustrations, and inconsistencies in communication.
This work helps reduce the domino effect that often creates, not buzz, but a bad buzz.
3. The essential role of creators in crisis communication
Creators are not there to "put out fires."
They are there to speak credibly when the brand is going through a period of turbulence.
To achieve this, the brand must develop long-term relationships of trust before the crisis.
It is impossible to approach a designer who does not know the brand or has no connection with it.
A strong relationship is built on:
- regular collaboration,
- shared values,
- mutual acquaintance,
- an understanding of the real issues.
When a crisis hits, these creators become natural conduits. They can:
- reassure their community,
- explain the context,
- clarify a decision,
- act as a mediator.
The public listens to them more than they would to a cold press release.
They convey the situation in their own words, with their own culture and tone.
It is this humanity that is soothing.
4. How can you respond without making the situation worse?
Your crisis influence strategy must include a clear response plan.
Not all crises require the same intensity, but they often follow the same dynamics.
a) The waiting time should be short, but well thought out.
The urgency of the situation pushes brands to communicate too quickly. However, a hasty response can create a second crisis.
The goal is simple: understand what is happening, assess the scale, identify the source, then speak out without contradicting yourself.
b) The message must be embodied
Anonymous communication increases distance.
During a crisis, communication must come from:
- of a manager,
- an internal spokesperson,
- or a highly credible creator on the subject.
Incarnation is reassuring.
c) Transparency must be controlled
Telling the truth does not mean telling everything.
It means explaining what you know, what you understand, and what you are doing to resolve the situation.
Empty apologies or half-messages amplify hostility. But whether it's with influencers or your community, always be as transparent as possible.
d) The tone must be consistent.
The tone must reflect the brand's stance.
A committed brand must speak with a strong voice.
An expert brand must adopt a controlled and educational tone.
A young brand can afford to use a more direct message, but never a mocking or flippant one.
5. Formats that work best during a crisis
When a crisis erupts, certain formats are more reassuring than others.
They allow for quick, clear, and human communication.
1 Facing the camera
A simple message, filmed by a founder or manager, creates immediate contact.
This format cuts through the noise and shows that the brand stands by its position.
2 The explanatory video
When the crisis concerns a technical aspect (product, logistics, regulations), a clear and informative video can help enlighten the public.
3 Stories
They enable continuous information sharing, answering questions, and preventing rumors.
The "real-time" effect is reassuring.
4 Partnerships with creators
In certain crises (health, finance, security, tech), the brand needs external credibility.
An expert creator can clarify the situation without the "defensive" aspect that the brand might have.
6. Real-life examples that demonstrate the power of a good influence strategy in times of crisis
6.1 Back Market during the stock crisis (2020)
When demand skyrocketed and delivery times increased, Back Market opted for transparent communication.
They called on tech creators to explain:
- the sudden surge in orders,
- pressure on reconditioned stocks,
- the solutions implemented.
This strategy has reduced criticism and strengthened confidence.
6.2 Decathlon and the management of sports controversies
When controversies arose regarding certain equipment, the brand called on its sports ambassadors to clarify how it should be used.
This public statement defused several controversies.
These cases show one thing in common: speech and communication build trust.
7. The 6:08 p.m. tip for a resilient strategy
An effective crisis influence strategy cannot be developed at the time of the incident.
It relies on advance preparation:
- A base of reliable creators, aligned with the brand.
- Clear, coherent, confident speech.
- A culture of controlled transparency.
- An internal organization capable of reacting quickly.
Successful brands do not seek to avoid all crises.
They build a presence that is strong enough to weather them without losing their identity.
Conclusion
Crises are inevitable, but their consequences are not.
Having an influence strategy in place in the event of a crisis provides a powerful safety net: embodied communication, a network of committed creators, controlled transparency, and a continuous presence among audiences.
The brands that emerge from a crisis stronger than before are those that dare to embrace who they are.
They don't try to hide behind smooth messages.
They speak up. They explain. They show.
At 18h08, we support brands in this resilient, precise, and human approach.
A strategy that protects in difficult times and strengthens relationships in favorable times. Want to plan a solid influence strategy to protect yourself? Contact us. We will answer all your questions and see if we can work together.
