Each such crisis has the potential to strike at the heart of an established brand, causing fleeting damage (in best-case scenarios) or (in worst-case scenarios) irreparable destruction of customer trust.
Scandals and reputation crises have always occurred in the marketplace. The difference today is the sheer speed with which a minor issue can escalate via social media or other digital platforms.
It leaves those in charge of a company’s public image staggering from one attack to the next. You must rebuild a brand in those crucial days after the crisis occurs.
Here are four key PR actions to employ in the wake of a crisis:
1. Have a plan.
If you develop a strategy for post-scandal brand repair ahead of time, it’s much easier to execute that plan with calmness and confidence. That’s precisely the image your organization should project.
The plan should include round-the-clock monitoring of all online platforms where your business might be mentioned, and tactics for rapid response to any critical or negative postings.
2. Apologize sincerely.