How can a brand handle a PR crisis?
PR
crisis! The night made for any brand! It takes years when we are trying to
build the reputation for our brand, but if someone is a little careless then
even a simple mistake is more than enough (there goes the reputation of your
brand). Some of you might be wondering what a PR crisis is? So let's answer this
question first.
Public
Relations crisis can be described as an event where any negative review or
comment that is related to your business gains immense attention from the
public. This can revolve around malpractices that are going on in the business
sphere, negative experiences that a customer had due to your products (example,
severe allergic reaction) or it can also be an employee related issue or maybe
are wrong advertisements produced for your company. Just imagine you had spent
days and nights thinking about the kind of advertisement that is going to be
right but it takes a wrong turn. Something that could have otherwise opened a
flood of sales during the special occasion turns out to be a complete disaster.
So
if this never happens how can we deal with it or how should we deal with this?
Keep
our team that will keep away controversies regarding your company.
Anything
that will start a controversy regarding your business is a huge no, and it will
remain a ‘no’ as long as your business is running. So make sure you have a
group of experts that can deal with such matters if things go south because no
matter how hard we try, sometimes a certain message or AD campaign might give
out the wrong message to our target audience or target consumers.
Why
does this happen?
Well
it is next to impossible if you try to figure out whether a piece of creativity
is going to be misunderstood by the masses so there is no clear answer for this
question in general.
This
is the very reason why every new business or even a well established business
should have a team of editors, decision makers, and public relation
professionals who can work out the context for the creative in a way that will
reduce the chances of misjudgment by the public.
Prompt
response (it should be the right type of responses well).
Yes,
things can go wrong despite all the protocols and precautions that you have
adopted. That is why we need a quick and smart response for the situation to
calm down.
These
types of responses depends on several factors such as:-
•
What went wrong with your campaign?
•
How bad are the responses from the audience?
In
most cases a simple and sincere apology is going to be the best. You must stand
up for the value no matter what the situation is or how bad the situation is.
Let us assume that things don't go as planned and your ad campaign goes south.
You know that you did not have any wrong intentions so you might want to stand
up for yourself and your brand and of course stay consistent with your belief
system. However, be very careful because this might not go smoothly. Even then
if you believe in the message that your campaign gives out then standing up for
your value is worth the try. All the best for this one.
Maybe
you are very confident about your public relation strategies but keeping a
defined Public Relations crisis strategy is really going to be very helpful.
For any business specially during the current times it is uncertain how
companies would be perceived.
That's
why having a defined Public Relations crisis strategy is very important (the
more emphasize on this the better), because if your company somehow manages to
get a really negative feedback whether justifiable or not, you should know
which strings you have to pull in order to fix everything so that you can go
back to normal and your audience turn to your favor once again. Yes, outlining
one public relations crisis strategy is very difficult (doing this is a no
joke). Executing it is even more tricky, as it will involve real time data
(actually data) to make sure that it is effective in nature.
For
example if you are in the mix of controversies adding actual data about your
branch performance from Analytics on key channels of all the defined strategies
might prove to be very helpful in return.
You
must always stay prepared for the worst
Several
businesses just assume that the worst case scenario would not hate them but in
reality if you are producing content -on whichever platform- you are always at
high risk of pulling the wrong strings instead of the right ones and you might
end up being in the middle of a controversy.
Many
big as well as small businesses have faced it so it is safe to be prepared for
your own good. Having a strong and well organized PR manager is a necessity and
no longer just an option.
Form
a team with specialists
In
a 5, in planning for managing and executing a PR crisis strategy you must
consider working with the best digital marketing agency, a good company with proper PR specialist and social media
managers can be really helpful for you and your company to grow.
This
is not just about social media platforms ( Facebook, Twitter and Instagram)
In
addition to public outrage, if your company has created a bad reputation which
can be really fatal for your business then this department hiring would be a
good option. An SEO company is going to be a good idea. They can help you
expand your business and also with your online reputation management (very
important, don’t ignore this) out doing the bad press with the correct
desirable messages.
Reach
out to Turiya Communications, check out our website at
www.turiyacommunicstion.com, see what our clients have to say about the
services that we provide to them. Let us help you with the vision for your
company mail us at sandhya@turiyacommunications.com (Monday to Saturday)
We
hope you find this very informative stay tuned for more
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