When Crisis Communication Ignores Context, Reputation Suffers: A Case of Steers

For many South Africans, Steers is more than just a fast-food brand. It is the smell of flame-grilled burgers drifting from a corner outlet, the ritual of sharing slap chips and dipping sauces, and a reliable stop on long road trips or late nights. It is familiar, accessible and, for many, deeply aspirational – precisely why the recent news of alleged worker exploitation at one of its outlets struck such a nerve — not just as a news story, but as a moment of collective disappointment.

Now, as you would've correctly guessed, what followed was that the brand found itself at the centre of a reputational storm. As is increasingly common in modern crises, the issue did not surface through traditional media or regulatory channels, but via social media. And as one would expect, the world was up in emotional arms, rapidly and angrily and shaping public sentiment long before facts could be verified.

Steers' subsequent public statement was therefore not merely a response to allegations; it was a test of the brand's crisis communication readiness, ethical positioning and understanding of public sentiment in a country where labour relations are deeply political and historically loaded. Reading the public statement carefully, one cannot help but sense the response ticked several communication checkboxes. However, the perception of the public, exposed a widening gap between traditional corporate crisis playbooks and contemporary public expectation.

Timing is Often The First Metric Used to Judge Crisis Responses

At the heart of this challenge lies context. A South African context!

In South Africa, allegations of worker exploitation are not neutral claims. They intersect with a long history of labour abuse, structural inequality and ongoing debates about corporate responsibility — particularly among stakeholders — those most often overlooked. A crisis response must therefore navigate this loaded terrain with care.

Timing is often the first metric used to judge crisis responses, and on this front Steers acted relatively quickly. Issuing a formal public statement signalled awareness of the issue and an attempt to contain speculation before it hardened into accepted "truth." Strategically, this was correct. However, the perception of speed alone was not sufficient.

Strategic Considerations

At the heart of modern crisis communication lies a fundamental tension: the need to respond swiftly and transparently versus the imperative to verify facts and protect legal standing. Steers faced this exact dilemma. While the response may have aimed for balance, it risked coming across as evasive — a perception that can be as damaging as silence.

Steers' response acknowledged the seriousness of the allegations and committed to an investigation, but it lacked emotional resonance. In a country like South Africa, where corporate ethics are under constant scrutiny, stakeholders expect more than process — they seek assurance that the company shares their values and will act on them decisively.

A more grounded approach might have included: Explicit empathy for affected workers; Acknowledgment of the broader systemic issues at play; Clear timelines for action and public reporting; Direct engagement with the affected community, not just through press releases.

The Steers case is a reminder that effective crisis communication in South Africa requires more than reactive PR. It demands a proactive, values-led approach rooted in deep contextual understanding — not just of the crisis at hand, but of the societal environment in which it unfolds.

Brands that can navigate this complexity with authenticity, accountability and cultural intelligence will not only protect their reputation — they will deepen stakeholder trust in ways that outlast the crisis itself.

Key Takeaways

• Speed matters, but empathy matters more
• Context is everything in crisis communication
• Stakeholder expectations go beyond legal compliance
• Authentic engagement builds lasting trust
• Cultural intelligence is critical in diverse markets