My flight attendant sat down beside me, her eyes wide with panic. “The world’s going to collapse,” she whispered. This was the outset of COVID-19. She knew we were dealing with canceled flights, frantic passengers, and new safety rules rolled out seemingly every week. Companies worldwide were stretched to the limit of their crisis management plans, and reputation repair was a matter of survival.

The young woman was distressed—and I couldn’t blame her. I felt it, too. I was also reminded of this cornerstone of crisis communications: project calm, even when the storm rages.

In crisis management, calmness is the backbone of every response. When you face the unexpected—whether a public relations storm, a natural disaster, or an industry-wide disruption—your initial reaction sets the tone for everything that follows.

Imagine you’re in charge of a fast-casual dining chain that discovers contamination in its supply chain after customers report falling ill. The news spreads quickly, sparking public concern and media exposure. You have to take action immediately—shutting down some of your locations and revisiting your food safety protocols. Meanwhile, your entire company goes into overdrive to protect its customers and earn back their trust.

That last example happened to the fast-casual restaurant chain Chipotle in 2015. Let’s examine how the company recovered.

Chipotle: A Crisis Survivor’s Tale

Chipotle’s response to its 2015 E. coli outbreak was a textbook crisis response. During the 2015 outbreak, over 50 customers fell ill across several states. Chipotle was left with real public health concerns and a direct threat to its carefully developed brand identity as a convenient place where customers could find fresh, high-quality ingredients.

Here’s how the company tackled the crisis, step by step:

1. Acknowledging the Crisis: When reports of illnesses surfaced, Chipotle swiftly worked to understand the full extent of the problem while expressing genuine concern. CEO Steve Ellis immediately said, “The safety of our customers and integrity of our food supply has always been our highest priority. We are deeply sorry for those affected.”
2. Closing Affected Locations: Chipotle temporarily closed 43 locations in Washington and Oregon, prioritizing public safety over profits. This decision immediately contained the risk, putting public safety over profits. Chipotle also communicated empathy with heartfelt statements and clear, compassionate updates on preventing further harm.
3. Collaborating with Health Officials: Chipotle traced the source of the contamination by partnering with the Centers for Disease Control and Prevention (CDC) and other agencies. This collaboration showed transparency and accountability during the investigation.
4. Revamping Food Safety Protocols: Chipotle launched an enhanced food safety program. This included DNA testing ingredients before shipment, revising food preparation practices, and offering paid sick leave to ensure employees could recover without returning to work too early.
5. Communicating Transparently: CEO Steve Ells issued public apologies and detailed updates about the company’s response. The marketing team revamped messaging, introducing the “For Real” tagline and launching the “Behind the Foil” campaign to highlight Chipotle’s brand commitment.
6. Implementing Recovery Strategies: Chipotle doubled down on its unique value proposition—restaurant-style food prep with fresh ingredients. Initiatives like live kitchen feeds and farmer spotlights further demonstrated its commitment to customers.

How Would You Respond to a Crisis?

Imagine being at the helm of your organization when a crisis erupts, shaking the foundation of everything you’ve built. One minute, operations are smooth; the next, you face questions from employees, customers, and media. Luckily, you have already developed a crisis management plan to deploy when every second counts.

Effective crisis management starts before the storm hits. You may create a list of vulnerabilities in your supply chain. Rather than waiting for an issue, you might overhaul your systems to meet the highest safety and quality standards. A proactive approach reduces risk and sets the stage for resilience.

Then comes preparation—a series of rehearsal drills to game out potential scenarios. You’ll need clear communication protocols to know who’s in charge of what—and to demonstrate that your teams are ready to act decisively. Your company’s response will be swift and coordinated when a crisis hits.

For instance, you might hold a press conference to outline immediate actions, such as halting production or recalling affected products. The overarching public message will be, “We’ve got this handled.”

Finally, recovery isn’t just about returning to business as usual—it’s about rebuilding trust. Think of a brand that immediately reaches out to stakeholders following a crisis with transparent messaging and improvement plans to rebuild credibility and reflect genuine care and ethical accountability.

By showing empathy for those impacted, transparency becomes a bridge to trust, not just a shield against criticism. Every step reinforces your credibility and can help you bounce back and grow.

Reputation Repair: Rebuilding Trust

Reputation repair means rebuilding the public trust and loyalty that a crisis threatens to erode. This involves focusing on these three key strategies:

1. Transparency

Regaining public trust requires being transparent about how you’re handling the crisis. During the COVID-19 pandemic, Delta Air Lines provided daily updates on safety measures and operational changes. They communicated clearly about cleaning protocols and adjusted flight schedules. This effort built customer trust by showcasing their commitment to safety and reliability.

2. Action-Oriented Messaging

Words alone aren’t enough; promises must be backed with visible actions. For example, in 2018, Starbucks faced a crisis when two Black men were unjustly arrested in a Philadelphia store. The company responded by closing over 8,000 U.S. stores for racial bias training, demonstrating a tangible commitment to change.

3. Reinforcing Brand Values

Organizations can lean into their core values during a crisis to find new opportunities to reinforce their mission and connect with their audience. For example, during the COVID-19 pandemic, Nike launched campaigns encouraging people to “Play Inside” to promote social distancing, aligning with their commitment to health and wellness.

Role of the CEO in Crisis Management

The CEO is the captain of the ship, guiding a company through a crisis. Their actions and communication set the tone for the response, influencing internal morale and public perception. Effective crisis leadership requires decisiveness, transparency, and the ability to inspire confidence.

First, a CEO must take visible accountability. Addressing stakeholders directly demonstrates that the organization takes the situation seriously, conveying sincerity and genuine concern. For example, a CEO who personally apologizes and outlines corrective measures during a product recall sends a powerful message.

Second, the CEO must prioritize clear and consistent communication. This includes updates to employees, customers, and the public, keeping all parties informed. Messaging should be honest, empathetic, and action-oriented to rebuild trust.

Finally, the CEO should embody the organization’s core values throughout the crisis. Aligning actions with the company’s mission reinforces its identity even in challenging times. This can include leading initiatives demonstrating the organization’s commitment to improvement and community engagement.

A CEO’s leadership in a crisis can make the difference between reputation damage and recovery. By acting decisively, communicating transparently, and leading with integrity, they can guide their organization toward resilience and renewed trust.

Turning Crisis into Opportunity

A crisis is a time to showcase leadership, integrity, and adaptability and come out stronger on the other side. It reveals gaps that you can address when the situation is calmer. By sticking to your core values, being open with your customers and staff about how you respond, and being the right leader at the right time, you can turn a challenging situation into an opportunity to grow.

Now is the time to prepare. Audit your processes, put your team to work in crisis simulations, and make sure your crisis plan reflects your company’s values. Unless you’re very fortunate, you’ll have to put these preparations to the test one day. Are you ready to face that challenge?