In light of the recent transphobic email received by Canmore Pride by an employee of Valbella Gourmet Foods, we've taken the liberty of putting together a four step crisis communications plan in hopes that Valbella might do the right thing.

While some might advocate for a "less is more" approach to crisis communications, that is almost always a mistake.

Getting ahead of the press by sharing your strategy can help reduce public distress, further harm, and financial hardship on the business/individual. Remaining silent during moments like these only deepens the divide by fostering an environment of hearsay, misinformation, and ostracism.

With buzz phrases like "cancel culture" today, it is easy to resent accountability. But when we remember that the purpose of accountability is to bring folks back into the fold by rebuilding trust, we can process our mistake(s) a little more easily knowing our community is simply grieving and that we have a responsibility to respond authentically with action to repair that distrust.

See our strategy below, and let us know what you think. Do you agree? Disagree?

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