15 Types Of Language To Avoid Using In Marketing Materials During A Crisis

Whether it’s a small 'fire' to put out or a full-blown PR nightmare, companies rely on their communications teams to help shape the internal and external messaging during a crisis. From crafting official responses to adjusting ongoing marketing campaigns, communications pros must be on top of their game as situations unfold.

While there are plenty of tips out there on what you should say to mitigate a company crisis, there are also some words and phrases that should be avoided. Below, 15 members of Forbes Communications Council explain what kinds of messaging to steer clear of in your marketing materials during a crisis.

Forbes Communications Council members share types of language to avoid using in marketing materials during a crisis.

1. ‘Always’ And ‘Never’

Using the descriptors "always" and "never" can cause more questions and investigations. Be sure you can support whatever claim you make. Conversely, remember that it’s okay to embrace the corporate apology. “Sorry” is not the hardest word, contrary to Elton John’s musings. - Gerry Tschopp, Experian

2. Insincere Apologies

Some communications teams might advise against being apologetic and making up for any possible mistakes committed because that would mean admitting we are responsible for a problem we’ve created. But I believe providing a sincere apology and action steps on how we are going to compensate for the mistake as well as prevent it in the future gives the public confidence that we genuinely have good intentions. - Royston G King, Royston G King Group & Companies

3. Insensitive Wording

In times of crisis, the words companies choose to use can have a profound impact. Companies must avoid using language that might be seen as tone-deaf or insensitive or interpreted as downplaying the seriousness of the situation or trying to profit from the crisis. Also, avoid using phrases that could signal a genuine lack of empathy, such as “thoughts and prayers.” - Tony Liau, Object First

4. The Word ‘Minor’

Due to its subjective nature, avoid using the word “minor” in crisis communications. The term “minor” is based on perspective and is often used to pacify an audience. Improper use will position your speaker as tone-deaf, insensitive, uncaring or out of touch, leaving a long-lasting negative impact on your audience. - Alysia Gradney, The Gudz

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5. ‘Business As Usual’

If it is truly a crisis, saying it’s “business as usual” is just a lie, and people see through that. Provide an honest assessment of where you are and the steps you are and will be taking to move forward, but don’t assume people are naive and, most importantly, don’t be dishonest. - Roger Boutin, SCORR Marketing

6. ‘Fault’

Avoid using the word “fault” in any crisis communications, as it comes across as accusatory toward another person, group or business or as a deflection away from yourself or your company. Pointing fingers or passing the blame comes across as immature or inexperienced. Instead, acknowledge the situation and address it honestly. - Neil Wu Becker, Onit

7. ‘We Think’

It should never be, “We think…” It needs to either be facts or, “We know…” and, “We acknowledge…” Saying you “think” means you don’t know or there’s speculation. At times of crisis, there needs to be confidence in the message, and if you only think something, it might be wise to question whether it adds value or creates more confusion or false security. - Laurie Wang, Legal Aid Alberta

8. ‘Crisis’

Don’t say “crisis.” You need to be calm and keep your customers and the market calm. Explain as much as you are able to and what you plan to do, but don’t say it’s a “crisis” that was averted. How you handle the situation is as important as what actually happened. - Lori Stafford-Thomas, Degreed

9. ‘If We Offended’ Or ‘If You Misunderstood Us’

Accountability isn’t a key to facing a crisis; it’s the only key. If a brand got it wrong, and sometimes even if it didn’t, the quickest way out is through, not around. By taking responsibility, you pull the rug out from under the crisis’ feet. Try to avoid the sleight of hand that is “if we offended someone” or “if you misunderstood us.” People see right through that. - Pini Yakuel, Optimove

10. ‘But’ Or ‘However’

During a crisis, it is essential to be clear, credible and concise. Take responsibility where you must, and never try to wriggle out of it by adding explainers such as “but” or “however” or unnecessary context. Adding your rationale only weakens your message in the eyes of an emotional audience. - Kim Coutts, Civilian

11. ‘I Can’t Answer That Question’

“I can’t answer that question” is one phrase that should not be used in communications during a crisis. Being interviewed or sharing media responses provides your company a chance to share the information you would like out there. Avoiding answering questions outright can lead to more crisis communications. - Maura Kennedy, Strategic Elements

12. ‘We Are Doing Everything We Can’

Using the phrase “we are doing everything we can” without clear action steps behind it can seem very empty and leave the audience feeling uncertain about the company’s response to the crisis. If action is required, the company should be as transparent as possible about what actions are being taken rather than issuing a vague statement about “doing everything we can.” - Kate Warrington, Academic Partnerships

13. Deflective Language

How one should respond in a crisis and the choice of words used should be contextual to the type of crisis an organization is faced with. That said, regardless of the context, one of the key principles to adopt should be to avoid using words that evoke deflection. This can be incendiary and make the situation worse. Instead, embrace language that is factual, authentic and heartfelt. - Aby Varma, Hexagon

14. Promises You Can’t Keep

It is better to recognize the situation and say that you don’t have a plan yet than to commit to something outside of your company’s scope. It is important for your communications team to have a seat at the table and provide benchmarks of other organizations and recommendations. They are your eyes and ears in all company communications channels. - Kris Pugsley, Skyworks Solutions, Inc.

15. Nothing At All

Avoid saying nothing. Lack of communication can cause serious harm to a brand’s reputation—especially with the growth of user-generated content through channels such as social media and ratings and reviews. The conversation is going to happen with or without you. With this in mind, any crisis or negative comment warrants immediate attention and needs personalized, thoughtful responses from your marketing team. - Monica Ho, SOCi