It’s no secret that public relations crises can be damaging for any brand. While it’s a reality that all businesses may face at some point, with the right approach and strategy, PR crises can even be an opportunity for your brand to shine
In this article, we will explore some tips on how brands should handle PR crisis in order to come out unscathed (or better still – strengthened).
- Be Prepared
Have a plan of action in place before anything even goes wrong. This includes having contact information ready for media outlets as well as developing messages for potential issues before they even arise.
In 2018, Starbucks faced a crisis when an employee called the police on two black customers who were waiting for a friend. The CEO issued an apology and closed all stores for a day of racial bias training. That’s fast and smart.
- Act Quickly
When faced with a PR crisis, time is of the essence. You must act quickly and decisively in order to contain the situation and prevent further damage from being done. Also, avoid incomplete or inaccurate statements.
When Samsung faced issues with the Galaxy Note 7 exploding, they acted quickly by recalling the product, providing clear information to customers, and offering refunds or replacements. This prevented further damage to their reputation.
- Communicate Openly & Honestly
Be transparent with your audience throughout the process. Also, respond directly via social media channels so you can manage the perceptions surrounding your brand/product/service.
Johnson & Johnson openly communicated with the public during the Tylenol crisis in the 1980s. They recalled the product, shared information about the issue, and implemented tamper-evident packaging to regain consumer trust.
- Apologize When Necessary
Apologize sincerely and show humility. Plus apologizing doesn’t necessarily mean you’re admitting fault. Sometimes, simply expressing regret or sorrow over what happened may suffice depending on the circumstances.
Toyota once faced a PR crisis due to unintended acceleration issues in their vehicles. They apologized for the inconvenience caused to customers and launched a massive recall, taking responsibility by addressing the problem without even admitting guilt.
- Take Responsibility & Make Amends
Acknowledge your mistakes and take responsibility maybe by issuing refunds or providing additional services free-of-charge etc… Demonstrating commitment to rectifying problems rebuilds customer loyalty.
BP, after the Deepwater Horizon oil spill, took responsibility for the environmental disaster. They established a fund to compensate victims and embarked on a massive cleanup operation to make amends.
In Conclusion, handling PR crises effectively requires a combination of preparation, swift action, open and honest communication, sincere apologies when necessary, and taking responsibility while making amends. Successful crisis management builds a strong foundation for long-term success in future endeavors.
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