In 2018, something surprising happened in the UK: Kentucky Fried Chicken, famously known for its chicken, ran out of chicken. A sudden change in suppliers led to a shortage, and KFC had to close many of its UK stores, leaving customers baffled and frustrated. Instead of brushing the blunder under the rug, KFC embraced it in the most memorable way possible. They issued an epic apology by rearranging the letters "KFC" on their iconic bucket to spell out a cheeky expletive, perfectly capturing what customers were probably thinking. This bold move used the Pratfall Effect, turning a potential PR disaster into a moment that made people love them even more.
What is the Pratfall Effect?
The Pratfall Effect is a psychological phenomenon where people like someone more after they make a mistake—assuming they were already seen positively before the mistake. It's about showing a bit of vulnerability, which can make a brand seem more human and relatable. But beware! It only works when done right. Here’s how to apply it to your business when things go wrong.What to Do When Your Business Makes a Big Mistake
1. Don’t Admit to a Fault That Affects a Critical Part of Your ProductNot all mistakes are created equal. If your mistake impacts the core function of your product, admitting it might do more harm than good. For instance, a car company admitting their engines fail on the highway isn't going to win any customers over. It's too serious and affects the product's safety and reliability—elements critical to a car's function.
2. Pratfall from a Position of Strength
The Pratfall Effect works best when your business is already well-liked and respected. If you have a solid reputation, admitting a minor mistake can make your brand appear more genuine and trustworthy. For example, KFC was able to laugh at itself because it already had a strong customer base that loved its food and brand personality.
On the other hand, if your company has a questionable reputation, the Pratfall Effect could backfire. Imagine a tobacco company trying to use humor to acknowledge a mistake—it wouldn’t be well-received because the overall sentiment towards the brand isn’t positive.
3. Understand the Consequences of Your Mistake
Think about the impact of your mistake. Was it a mild inconvenience, like KFC’s chicken shortage, or something more serious that could affect people's safety or trust in your brand? If the consequences were light-hearted or just an annoyance, using humor and admitting your fault can turn the situation around. But if your mistake led to serious harm or danger, a different approach, focusing on sincere apologies and corrective actions, would be more appropriate.
How to Use the Pratfall Effect in Your Business
If you want to use the Pratfall Effect effectively, start by evaluating your brand’s current standing. Are you generally well-regarded? Do customers trust you and love your product? If so, you might be in a good position to embrace a minor flaw or mistake with a bit of humor. Here are a few steps to consider:- Evaluate Your Brand Strength: Before making light of a mistake, ensure your brand is seen as strong and reliable. A well-loved brand can afford a slip-up; a struggling one cannot.
- Choose the Right Mistake: Focus on mistakes that are more humorous or quirky rather than those that suggest incompetence or danger. Your error should be relatable and understandable, not a major flaw.
- Be Authentic and Transparent: When admitting a mistake, be honest and authentic. Customers appreciate when brands own up to their faults rather than hide them.
- Use Humor Wisely: A little humor can go a long way, but it must be in line with your brand’s tone and personality. Ensure that your audience will appreciate the joke.
- Communicate the Fix: After acknowledging the mistake, communicate clearly what you’re doing to fix it. This shows that you’re not only self-aware but also proactive in addressing the issue.
