What Disaster Response Can Teach Us About Organizational Trust

Chances are, your brand has faced an unexpected crisis before. Whether it was caused by a major societal event, a marketing misstep, or a public health emergency, crises often emerge without warning. In these pivotal moments, how a company reacts can either strengthen trust or erode it entirely.
The recent wildfires in Los Angeles have been a reminder of how critical a swift and strategic crisis response is—not just for those directly affected, but also for companies, leaders, and organizations that play (or that can play) a role in relief efforts. Politicians and bureaucrats were under increased scrutiny as they navigated the natural disaster and most did not fare well in the public eye.

Meanwhile though, many brands were able to respond effectively, reinforcing their values and deepening trust with stakeholders.

• Airbnb offered free housing to wildfire evacuees and first responders.
• Google helped Angelenos track evacuation orders with real-time crisis alerts through Google Search and Google Maps.
• AT&T, Verizon & T-Mobile provided free WiFi and unlimited data in evacuation zones to ensure that residents could stay connected with loved ones and emergency services.

This particular crisis only serves to emphasize previous research on organizational trust, and the importance of mobilizing your leaders into effective action. Here are some key takeaways on effective crisis leadership:

CLARIFY ROLES

Define key roles upfront: Who is leading the response? Who is managing internal versus external communications? What resources and teams can be mobilized immediately? Clarity at the outset prevents missteps and minimizes confusion.


BE DELIBERATE

Speed matters in crisis response, but so does clarity and purpose. Leaders must assess the situation and determine how they can best help without adding to panic or misinformation. To quote John Wooden, “Be quick, but don’t hurry.”


LEAD WITH TRANSPARENCY

People want to know what’s happening, what you’re doing, and how they can help. A lack of communication—or worse, silence—erodes trust.


LEAN INTO YOUR VALUES

The best crisis responses come from organizations that authentically integrate their values into their actions. A response that feels opportunistic or inconsistent with a brand’s history can—and usually will—backfire.


LEVERAGE EXISTING STRENGTHS

During a crisis, the most effective brands lean into their core capabilities. Whether it’s logistics, housing, financial support, or advocacy, organizations that take action within their sphere of expertise have the greatest impact.

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