A scathing customer review. A dismal product launch. A serious incident at a retail store.
As long as a business engages with the outside world, things can (and almost certainly will) go awry. And when that happens, it can send even the biggest brands into crisis mode. The ones that prepare early, act quickly, and communicate openly and honestly have the best chance of managing the inevitable PR issue.
Here are some tips on what to do, when to do it, and why—so you can maintain your brand image and help prevent an even bigger crisis down the road.
A crisis may be shocking, but it doesn’t have to come as a surprise. Smart brands have a plan in place that anticipates problems and offers solutions. A clear protocol empowers everyone in the organization—from HR to Sales to IT—with tools to respond, including preliminary PR and social media messages. Also consider training your executives for interactions with the media.
As soon as you’re aware of a situation, gather stakeholders and think about how the issue might impact the bottom line or the brand. Remember, not everything that seems urgent at the moment is actually a crisis—nor is every matter worthy of a response. Consider the ramifications of responding immediately versus doing nothing, and then act accordingly (or don’t).
As soon as you’re aware of a situation, gather stakeholders and think about how the issue might impact the bottom line or the brand. Remember, not everything that seems urgent at the moment is actually a crisis—nor is every matter worthy of a response. Consider the ramifications of responding immediately versus doing nothing, and then act accordingly (or don’t).
Once you’ve decided to respond to a crisis, time is of the essence. Every minute of media silence is an opportunity for negativity, misinformation, and other noise to creep in. This is where social media can be an ally—since it offers immediacy, broad reach, and control over your message.
Once you’ve decided to respond to a crisis, time is of the essence. Every minute of media silence is an opportunity for negativity, misinformation, and other noise to creep in. This is where social media can be an ally—since it offers immediacy, broad reach, and control over your message.
Confront the issue. Be sincere and transparent. Don’t blame others; rather, accept responsibility. Apologize to those impacted, and explain the steps you will take to repair the situation and prevent future missteps. Then, move on. By allowing things to linger, your business risks continued exposure to questions, comments, and scrutiny.
Ultimately, campaigns crater, initiatives flop, and people don’t behave in predictable ways. Accept this, control what you can, and prepare for what you can’t. Then, when something happens, you can respond appropriately and begin to win back your audience. In fact, a well-executed response in a time of crisis can actually improve your brand image in the long run.
How has your organization handled a critical situation? Is there a plan in place to confront an issue before it gets out of hand? Share your experiences, learn how others have faced similar challenges, and consider working with MasonBaronet to create a proactive response.