Decoding a Communications Crisis Part 2: The MELTS Model in Action

Crisis-Proof Your Brand: Mastering MELTS for Digital Resilience

By Sintoyia Kipury

As discussed in Part 1 of our blog post, "Decoding a Communications Crisis," the common sentiment of 'Your Crisis is not My Crisis' often arises from a fundamental gap in shared understanding during a crisis. We explored the subtle (and not-so-subtle) differences in a "Crisis of a Colleague," a "Crisis of a Business," and that most chilling of all, the "Crisis of a Customer," both loudly expressed and silently simmering. It's a reminder that we can't assume everyone perceives or feels about a crisis in the same way we do. Our reactions can swing from overreaction to underreaction. The critical step before responding is to actively listen, verify facts, and genuinely understand the diverse perspectives of those involved, a task that frequently presents a significant challenge.

The core reality? We lack a universal playbook. And in today's digital landscape, where movements like the Gen Z protests demonstrate how public pressure can erupt in an instant, unprepared brands face brutal backlash. When trust in institutions, governments, media, and even corporations is at an all-time low, transparent and speedy communication isn't just nice to have; it's survival.

But what if you could change that? What if you could move beyond the reactive scramble, the internal finger-pointing, and genuinely prepare?

At Nendo, truly understanding how a crisis unfolds is your superpower. That's why we developed the MELTS model – a 5-step framework. This isn't some abstract theory; it's a battle-tested approach, forged from hundreds of real-world crises we've observed. It's a human-first strategy, designed to help you spot trouble early and steer your brand clear before things spiral out of control.

Think of it like this: every crisis starts with a tiny spark. Perhaps it's a misunderstanding or a clumsy mistake that suddenly erupts. As we saw in Part 1, that single frustrated customer can, in the blink of an eye, cause a roaring wildfire online. The real question isn't if that spark will appear, but how quickly you see it and how effectively you put it out.

When things go wrong, brands don’t rise to the occasion. They fall to the level of their preparation. That’s why the MELTS model matters. It’s not just a checklist; it’s a mindset and a map to help your team get crisis-ready before trouble shows up in your inbox or on the 9 PM news.

Let’s break it down:

• M – Meaningful Monitoring
  Every crisis leaves breadcrumbs. A spike in replies. A string of unanswered DMs. A subtle shift in tone from media or influencers. Are you really paying attention? This isn’t just about dashboards or metrics; it’s about listening closely across every channel: social, email, call centers, even that one person who never misses a chance to tag you on TikTok. At Nendo, we know the signs are always there if you’re willing to notice them before they spiral.
• E – Expectations Alignment (Internally and Externally)
  Sometimes, the damage starts with a promise no one else on the team knew about. Marketing is saying one thing while customer care is handling the fallout. Does everyone know what’s being promised, and can your team actually deliver on it? Alignment isn’t just internal. It’s also about being honest with your audience and managing their expectations of you. Clear beats clever every time.
• L – Look Out for Competitors and Listen to Customers
  Your customers are already having the conversation. The only question is whether you're listening. They’re comparing you to competitors, venting frustrations in comment sections, or sharing glowing reviews of what someone else is doing better. Don’t wait for a crisis to force your ears open. Set alerts. Watch the trends. Study the praise and the pain points. That’s where your opportunity lies.
• T – Team Up with Colleagues
  You can’t fight a five-alarm fire with a WhatsApp group and vibes. Who approves what? Who is the spokesperson if your CEO is stuck in a meeting? Build your response team in advance, not just on paper, but in practice as well. Run simulations. Assign roles.This isn’t just about protocol. It’s about people knowing exactly what to do when the pressure is highest.
• S – Strategic Planning and Scheduled Practice
  You wouldn’t take a driving test without a few practice runs, right? The same with crisis planning. Run the drills. Get comfortable with the uncomfortable. A crisis plan isn’t meant to gather dust in a drawer. It should be reviewed, updated, and pressure-tested often. Involve everyone from customer experience to marketing. Bring in fresh eyes to challenge your assumptions. Because when situations get tough, a rehearsed response can mean the difference between regaining trust and losing it altogether.

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The real power of MELTS lies in its grounded, practical application. It helps brands, influencers, and public figures shift from panic to preparation, providing a structured way to anticipate and respond to the rapid-fire demands of today's digital landscape. It's about being proactive, not just reactive, and communicating with the kind of authentic speed and transparency that today's discerning public not only wants but demands.

Implementing the MELTS model can be the crucial difference between a minor hiccup and a devastating reputational freefall. It doesn't just make you a better manager of messages; it makes you a leader in strategic and intelligent communication. After all, as we warned in Part 1, the only thing worse than being in a crisis is not being prepared for one.

Every crisis is different. Your readiness shouldn’t be a guess.

Reach out to Nendo at hello@nendo.co.ke for a conversation on how we help your brand turn panic into preparation with the MELTS model.

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