What to Do During a Brand Crisis
When a brand crisis looms, it can feel like an unanticipated wave, ready to engulf years of painstakingly built reputation. In today’s hyper-linked world, a single misstep can echo across social media, news channels, and online forums, potentially leaving behind a marred brand image and eroding customer trust.
Fortunately, there’s no need to worry. Even the stormiest seas can be traversed with a skilled crew and a well-defined action plan.
Strength in unity
When it comes to brand crisis management, nothing beats a well-prepared team. Just like a Formula One pit crew, each with their individual roles but working seamlessly together, a crisis response team should consist of members from various departments, each bringing their unique expertise to the table.
Their unified efforts are pivotal in getting things back on track swiftly. The PR team will be the voice of the brand during a brand crisis. They’ll craft communication strategies, press releases, and manage media liaisons. The legal team will ensure every step taken is within legal bounds, protecting the brand from potential legal complications.
They’ll counsel on possible legal fallouts of the brand crisis and guide communication to minimize legal risk. The marketing team will work hand-in-hand with PR to devise a crisis management plan. They’ll make sure all communication keeps brand messaging consistent during the crisis, and may also play a part in reputation management strategies.
The customer service team will be the frontline force in engaging with upset customers. They must be armed with clear communication guidelines and empowered to address customer concerns promptly and empathetically.
Apart from these core departments, depending on the type of brand crisis, consider bringing in representatives from other pertinent areas. Human Resources can play a vital role if the issue involves employee conduct, and Operations might be called upon if the crisis is related to product safety.
A standout team leader is not just someone with a knack for decisions, excellent communication, and grace under fire. This person is also the maestro, bringing harmony to the team’s efforts and making sure everyone is singing the same tune.
Crisis preparedness
Predicting every crisis is impossible, but proactive planning can significantly lessen the chaos when disaster strikes. The first step is to create a crisis management plan.
This plan is the roadmap, defining roles, duties, communication protocols, and potential actions for various crisis scenarios. It should be regularly reviewed and updated to reflect current circumstances.
Brainstorm scenarios that could potentially tarnish the company’s brand reputation. This could involve product safety concerns, data breaches, ethical issues, and negative publicity around the brand or its leadership.
Identify the platforms the company will use to communicate with stakeholders during a crisis. These could include social media, press releases, email marketing, or even a dedicated crisis communication website.
Prepare the key spokespersons, including the CEO and other executives, for media interactions. This training helps them anticipate tricky questions, deliver clear and concise responses, and maintain a calm and confident demeanor.
Keep an eye on online conversations and brand mentions to identify potential issues early on. Social listening tools can come in handy, allowing companies to measure public perception and respond swiftly if negative sentiment arises.
