A Lesson From Kyte Baby in Messaging and Crisis Communications
In a time when any detail about an organization - messaging to employees, internal policies, stance on social issues - can become public on social media, a positive image is critical to success. Setting and upholding brand values is an important step in maintaining a strong reputation and organizations should take note on the importance of consistency in messaging and a crisis plan from a recent PR blunder by Kyte Baby, a company known for its bamboo baby products.
The controversy surrounds the denial of an employee’s request to work remotely while caring for her adopted newborn in the NICU by Kyte Baby’s founder and CEO, Ying Liu. However, this denial directly contradicts the company’s values - Kyte Baby prides itself on being a family-oriented company. Liu had spoken about this belief in several interviews, and in a 2021 International Women’s Day Q&A, she said “I have no problem with my employees being home and working while taking care of their kids.” Why, then, did she deny the employee’s request?
It’s not just about saying the right things; it's about ensuring that your actions align with your words. In Kyte Baby's case, the denial of the employee’s remote work request contradicted the company and the CEO's claims to support women and families. A discrepancy between stated values and actions can not only erode trust and loyalty among customers, but also negatively impact a company’s internal culture as employees question the authenticity of their employer’s values.
The story was shared widely across TikTok, prompting Liu to post not one, but two apology videos. The first, widely decried as insincere, has over 2M views. The second, where she apologized for her initial poor apology, has over 4M. On TikTok, users can respond directly to videos with comments, stitches, or duets, which further amplified the damage done by the two apology videos. Due to the lack of a comprehensive crisis communications strategy, millions of people have now heard about Kyte Baby for the first time through social media and not in a good way. Many people are planning to boycott the company due to its contradictory practices. Selecting the right channels through which to convey your messaging is key to executing a successful crisis communications strategy.
As businesses navigate the rapidly changing and increasingly complex landscape of communications, the Kyte Baby case study underscores the importance of consistency in both internal and external communications. Aligning the actions of a company with its stated values can foster trust by reflecting its commitment to both customers and employees. By developing consistent communications strategies, businesses can avoid PR crises before they even happen.
If you need help crafting messaging or a crisis communications plan, reach out to Emerson Street Media - you can rely on our communications expertise to help you be better prepared for any situation.
