PR is no longer confined to interacting with the public. Today, the scope of PR includes presenting a unified brand image and corporate identity, spreading positive news about the brand, building its reputation and protecting it during a crisis. The tools of PR include conducting research, creating special events, writing pitches, distributing press releases and responding to negative opinions during a crisis. The reputation of a brand is very important for a brand’s ability to succeed. Consumers should trust in a brand. PR makes sure that a company maintains this trust even in the face of a crisis. Given below are tips with the help of which, a company can avoid a PR crisis.
Lack of communication
Communication plays a very important role in effective PR. Ineffective communication can be frustrating and lead to distrust. For instance, the products of a company may turn out to be defective. Dissatisfied customers can take to social media channels to voice their anger. From there the situation can escalate. If the customers do not get any proper responses, the situation will become more difficult to control. For this reason, social media platforms, customer service mail inbox, and review platforms should be monitored effectively.
Implement communication policies
When they are communicating with the public, employees of an organization should know what is expected of them. With policies in place, chances of miscommunication are reduced. The messaging of an organization should be consistent. Mixed messaging leaves customers confused. Each customer should be treated equally well.
Provide excellent customer service
There are different ways to deliver excellent customer service. An organization can use different tools such as shared inbox tools, help desk software, and customer service software. Good customer service increases overall customer satisfaction and this lets businesses create a good reputation. The growth of an organization depends on how far its message can resonate with its current and potential customers. This again depends on how well an organization can manage its customer experience. Excellent customer service also increases customer retention. A satisfied customer will always recommend a brand to others. PR helps to collect information on what makes customers tick. For instance, Zappos sent the best man free shoes on the night before the wedding. They did that because his order had been sent to the wrong location by the delivery company. This won Zappos a loyal customer for life.
Anticipate trouble
Adopting effective strategies and proper planning can actually help an organization to anticipate and respond to potential problems before they arise. A company can learn from other companies’ mistakes. It is helpful to anticipate every possible crisis and have a response ready for every incident or scenario that can be envisaged. A crisis management and communication team should be in a position to control messages sent to the media and the stakeholders. An organization should also be open to input from stakeholders. An organization and its PR team should have mutual goals to work toward.